Reflecting the field-first communication approach of the ninth elected administration, the district diversifies its new-media content — YouTube subscribers up 20% and Instagram followers up 50% year on year, driven by the 'Juno-haeyo' series featuring District Mayor Seo Jun-o visiting policy sites firsthand.
Seoul's Nowon-gu has rebranded its official YouTube channel as "Nowon NOW," rolling out a range of resident-friendly content as part of a broader push to strengthen communication through new media.
Since the launch of the ninth elected administration, the district reviewed its official social media operations and drew up a new promotional strategy to reflect the shifting media landscape and changing content consumption habits. The channel's previous name, "Mihong-ssi," was replaced with the more intuitive, identity-driven "Nowon NOW," and the content lineup and operating approach were overhauled at the same time.
Launched in August, Nowon NOW focuses on delivering local news and policy information in an accessible, approachable way. The existing sign-language broadcast segment "Bodeul Nowon" was retained, while the channel expanded its scope to cover major district affairs, practical lifestyle information and on-site experiences. The district also increased its output of short-form video clips and timely content to improve the speed and accessibility of information delivery.
The changes reflect the ninth administration's governing philosophy of prioritizing direct communication with residents. The district has broadened its outreach through initiatives such as a live YouTube broadcast called "Gongam Talk Talk," which shared the activities of the mayoral transition committee, and a dedicated text-messaging line for residents to reach the district mayor directly. That drive for closer communication extended to new-media content as well, most notably through a series called "Juno-haeyo," in which District Mayor Seo visits policy sites in person and introduces district affairs from a resident's perspective.
"Juno-haeyo" moves away from one-way policy briefings, instead capturing the district mayor's hands-on experiences at various sites and his interactions with residents in an approachable format. The series is designed to deepen residents' understanding of and engagement with district governance while bringing the administration closer to the community.
In the first episode, Seo visited Hair Cafe The Hue — the country's first disability-friendly hair salon — and spent a day as a volunteer assistant. Subsequent episodes showed him shopping at a traditional market and delivering holiday food to vulnerable households ahead of Chuseok, and trying out the Nowon District Adventure Theme Park "Jump," among other district sites.
A special edition of "Juno-haeyo" explaining real estate policy in plain terms drew the highest view count of any video or short posted on the Nowon-gu YouTube channel since July. The episode won praise for breaking down complex real estate policies in a clear, easy-to-follow way on a topic residents care deeply about.
The content diversification and shift in communication style have translated into growing social media audiences. YouTube subscribers, which stood at about 15,000 last October, have risen roughly 20 percent to about 18,000. Instagram followers grew 50 percent over the same period to approximately 25,000.
The district plans to continue releasing regular content — including "Nowon Is Now," a weekly roundup of local news, and "Nowon-i Ganda," a series showcasing the district's various attractions — alongside special feature videos on major policies and local issues. The goal is to make district information more accessible and to deepen communication with residents.
"Communication with residents does not start with one-way information delivery — it starts with sharing experiences in the field and listening to their voices," District Mayor Seo Jun-o said. "We will keep presenting policies in a way that is easy and approachable from the residents' perspective, and expand opportunities to connect with them in their everyday lives."
seouldream01@heraldcorp.com
