MZ Civil Servants Spark Viral Trend: Yangju & Yeoju Cities See Millions of Views with Low-Cost Social Media Campaigns
Seoul, South Korea – In a surprising turn for public sector engagement, two South Korean cities, Yangju and Yeoju, are experiencing a surge in online popularity thanks to the creative social media strategies of their young civil servants. These aren’t your typical government PSAs; they’re meme-filled, parody-driven campaigns costing as little as 5,000 won (approximately $4 USD) per post, and racking up millions of views. This breaking news highlights a significant shift in how local governments are connecting with citizens, particularly the crucial MZ generation (Millennials and Gen Z).
Yangju City Hall Public Relations Officer and Chae Ji-seok, the driving force behind the city’s viral campaigns.
Yangju: From ‘Cute Song’ to ‘Rich Man’ – A Budget-Friendly Viral Formula
Yangju City Hall’s success centers around officials Chung (32) and Chae Ji-seok (30), affectionately nicknamed “Jin-gu” and “Chae Injection” by their colleagues. Their approach? Embrace “B-class sensibility” – a playful, self-aware aesthetic that resonates with younger audiences. They’ve repurposed popular song lyrics, like those from “not left alone,” to promote local cultural heritage sites. Props are ingeniously crafted from everyday office supplies – paperclips become earrings, string becomes necklaces – keeping costs incredibly low. “The cost of props per flight is below 5,000 won,” Chung confidently stated. The city’s YouTube channel is now prioritizing short-form video content, focusing on ideas that are both original and deeply rooted in the Yangju region.
Examples of Yangju City’s engaging Instagram content.
The impact is tangible. One video garnered over 10 million views, with comments expressing newfound awareness of Yangju’s existence. The city is even playfully competing with Chungju City, another local government known for its quirky campaigns, with supporters declaring “Yangju won!” This success isn’t just about vanity metrics; officials hope increased interest will translate into a boost in tourism.
Yeoju: ‘Elsa to Kedeheon’ and the Power of Parody
Meanwhile, in Yeoju City, civil servant Kang Ho-seok (32) is leading a similarly innovative charge. Yeoju’s campaigns lean heavily into parody, recreating scenes from popular culture – from Disney’s Frozen (featuring Elsa demanding air conditioning) to K-Pop music videos (including a rendition of TVXQ’s ‘Drive’). Like Yangju, Yeoju utilizes affordable props and relies on employees with makeup skills to enhance the visual appeal. Kang emphasizes the importance of fun, aiming to present administrative information in a more approachable way. “The more comments you have, the more enjoyable you are,” he explains.
Yeoju City’s creative video content, including a ‘Soda Pop’ parody.
A key principle in Yeoju’s strategy is respecting copyright and choosing relatable content. Kang also prioritizes employee buy-in, sharing scenarios and concepts in advance to alleviate concerns about participation. He acknowledges the initial hesitation but now finds the work genuinely enjoyable, hoping to inspire a sense of “King and Joy” among citizens and solidify Yeoju’s identity.
The Future of Public Engagement: A Global Trend?
These campaigns represent a broader trend: governments recognizing the need to adapt to the communication preferences of younger generations. The success of Yangju and Yeoju demonstrates that impactful public engagement doesn’t require massive budgets, but rather creativity, authenticity, and a willingness to embrace internet culture. This approach isn’t limited to South Korea; cities worldwide are increasingly experimenting with similar strategies. The key takeaway? A little bit of humor and a lot of understanding can go a long way in building a stronger connection between government and the people it serves. As these cities continue to innovate, they’re setting a new standard for public office engagement in the digital age, proving that even the most traditional institutions can benefit from a touch of “MZ sensibility.”
