Lit Lounge opened the doors of its Itaewon location just about four years ago in late October 2022. Following a soft opening on Oct. 27 and 28, its grand opening was held on Saturday, Oct. 29, a day that would go down in infamy, after 159 people died in a crowd disaster in a narrow alley a little less than 400 meters away. "Lit Lounge's early existence was shaped by one of the most devastating tragedies in recent Korean history: The Itaewon Halloween crowd crush," said Jason Waller, owner of Lit Lounge. "For many of us operating businesses in Itaewon, the aftermath of this tragedy was even more devastating than the COVID-19 pandemic." It would have been understandable, maybe even advisable, if he just quit. But Waller, also known as Pinnacle TheHustler, decided to keep going. "I think the biggest reason I refused to close Lit Lounge was because I didn't want to look in the mirror and see someone who had given up. But for me, as long as I still believed in what I was building and I could still see a path forward, I wasn't ready to quit," he said. "And now, Lit Lounge, which started in 202