Abstract
Local regeneration or local content creation, in contrast to large-scale urban regeneration projects, must grow based on favorable
relationships with local residents and continuous communication. This study focuses on the activation of neglected alleyways near
universities, emphasizing the essential role of introducing strategic branding methodologies in local revitalization, as demonstrated
through empirical case analysis and phenomenological examination. The ultimate goal is to understand that the activation of Seopgol
Street, primarily inhabited by Hongik University Sejong Campus students, requires prior establishment of a new local identity and
image as a brand. Recognizing the importance of psychological attachment and a sense of belonging in this process, a systematic
branding approach was introduced and implemented. Interviews with various stakeholders, including local residents, local creators, and
officials such as the deputy mayor and director of the economic industry department of Sejong City, revealed that branding
methodologies not only serve as catalysts for the revitalization of neglected areas but also contribute to sustainable development.
