South Korea’s Government Embraces Memes: A Transformation in Engagement
Government institutions in South Korea are shaking off their old, dull images and stepping into the spotlight with a wave of viral, meme-worthy content. This evolving approach is making public engagement not just effective but also entertaining, connecting state-run organisations with a younger audience.
The Rise of Quirky Content
Among the pioneers of this trend is Korail, the national railway operator. Their recent YouTube video features a lively KTX train driver dancing down the aisle, which has amassed over 3.2 million views and sparked a delightful conversation online. Commenters have expressed disbelief that such captivating content emanates from an official institution.
- Korail’s video was posted in April 2024.
- It showed a real-life train driver dancing to Shooting Stars by Bag Raiders.
- The positive feedback has led Korail to produce more fun content.
Local Governments Jump on Board
Following Korail’s lead, numerous local governments are creating their own unique videos. Yangsan city government’s light-hearted video titled Never trust anyone has surpassed eight million views in just three weeks. The clip cleverly encourages job seekers to rely on trustworthy information.
This burgeoning trend began with ChungTV, a YouTube channel run by Mr. Kim Sun-tae, a civil servant who turned policy promotion into comedic sketches. His channel now boasts 763,000 subscribers—outpacing the resident population of Chungju itself!
The Impact of Viral Fame
Mr. Kim’s creativity earned him national recognition, receiving praise from President Yoon Suk Yeol for his innovative approach. His techniques have inspired nearly 15 local governments to attempt similar strategies.
- Examples of imitation:
- Paju city council member Choi Yoo-gak has encouraged their PR team to find the next “Kim Sun-tae”.
Critiques and Concerns
Despite the enthusiasm, not everyone is onboard with this meme-driven content strategy. Some critics argue that too much humour could undermine the important messages that these institutions need to communicate. Local government employees have expressed anxiety about maintaining an expected level of virality without compromising their core responsibilities.
Additionally, the phenomenon, dubbed the “Kim Sun-tae Syndrome,” implies that many municipalities are simply replicating content without genuine creativity. An anonymous civil servant stated, “This pressure to create viral content is overwhelming; it’s not all fun and games.”
This striking transformation showcases the dynamic potential of government engagement in South Korea—making it clear that the traditional image of public institutions is evolving, perhaps forever.