South Korean mayor leverages viral social media strategy to build city brand

Lee Dong-seok has taken the helm of Chungju, a South Korean city that has developed an unusually robust social media following through creative promotional campaigns. The incoming administration plans to continue the municipality's distinctive approach to civic engagement, which has set it apart from traditional municipal communication strategies.

Chungju's social media presence has grown significantly through the use of humorous content and eye-catching visuals, including promotional videos featuring municipal officials in costume. This unconventional strategy has resonated with younger demographics and expanded the city's reach beyond traditional news channels.

As mayor, Lee has signalled his commitment to maintaining this digital-first approach while governing the city. The strategy reflects broader trends across South Korean municipalities experimenting with social media as a tool for civic branding and resident engagement.

The success of Chungju's online presence demonstrates how local governments are adapting to changing communication patterns, using platforms favoured by younger audiences to raise awareness about municipal services and city initiatives. The continuation of this playbook under new leadership suggests confidence in the effectiveness of the unorthodox promotional model.