Mayor Son Bae-chan: 'We will be a channel that listens to citizens'
Paju announced Tuesday that it had won the top prize in the basic local government (city) category at the 16th Korea SNS Awards 2026.
The Korea SNS Awards are hosted by the Korea Social Content Promotion Association and sponsored by the Ministry of Science and ICT, among others. The awards recognize public institutions and companies that have demonstrated outstanding performance in operating their social media channels.
Paju has run six official social media accounts — on Instagram, YouTube, a blog, Facebook and others — under the strategy of being "fast, new and strategic," tailoring content to the characteristics of each platform to communicate directly with residents.
The city has also moved beyond one-way information delivery, expanding two-way engagement through citizen participation and new content formats.
Content blending entertainment with useful information has proven particularly popular, driving Paju's YouTube subscriber count from 6,063 in 2022 to 19,033 as of October this year, while its Instagram following grew from 4,344 to 30,479 over the same period. The channels have also served as a platform to introduce Paju's appeal and policies to audiences across the country.
The city has also used its social media accounts to rapidly disseminate information during disasters and emergencies. It has produced short-form videos — YouTube Shorts and Instagram Reels — reflecting the latest trends, and collaborated with prominent figures, including actor Kim Young-ok and choreographer J.Black, to promote Paju's policies and attractions.
Content featuring the city's official mascot, "Parang," has added warmth and approachability to municipal communications. A 20-member citizen reporting team called "Paju Allimi" has covered tourist attractions and local lifestyle information from a resident's perspective. During cherry blossom and autumn foliage seasons, the city has organized participatory events using photos submitted by residents to share real-time bloom and foliage updates by neighborhood.
Paju is also expanding its creative range through generative AI, incorporating the technology into video, music and image production. The city has additionally held an AI video contest open to residents, showcasing their imaginative reinterpretations of Paju.
"This award is an achievement we accomplished together with the citizens who showed interest in and participated in Paju's social media," Mayor Son Bae-chan said. "We will continue to deliver the information citizens need in a clear and accurate way, and work to be a communication channel that truly listens to their voices."
pjh@heraldcorp.com
