Seoul Seongdong-gu 'Title Improvement Campaign' Site
2 Months Since Implementation... "Feeling Respected"
"Hope for Expansion to Other Areas"
Shops and Officetels Still Blind Spots
District "Additional Banners and Posters to Be Installed"
A promotional poster for the campaign to improve the title of security guards is posted on the bulletin board of an apartment in Haengdang-dong, Seongdong-gu, Seoul. Photo by Jeongyoon Lee leejuyoo@
[Asia Economy Reporter Lee Jung-yoon] "Being called a 'manager' instead of a 'security guard' makes me feel more respected."
Park (69), who works in security and management at an apartment complex in Seongdong-gu, Seoul, explained the district's campaign to change the term from 'security guard' to 'manager' like this. Pointing to his left chest, he said, "My name tag also says 'manager'." He also showed the promotional materials installed on the apartment bulletin board to the reporter. Park said, "Residents see the promotional poster and greet me saying, 'We should call you manager now, right?'" and explained, "Although only the name has changed, people's perception of security guards seems to be gradually shifting."
Seongdong-gu has been conducting a campaign for two months to improve the title of apartment security guards across all 146 apartment complexes in the district. The goal is to boost the self-esteem of security guards and create a culture of mutual respect in multi-family housing through awareness improvement. The campaign was sparked by ongoing abuse toward security guards and the tragic case last year of the late Choi Hee-seok, who was verbally abused, assaulted, confined, and found dead at his home. This campaign, which started nationwide for the first time on March 12, will continue throughout this year. Alongside this, efforts to promote polite language use, respect for break times, and avoidance of unfair work demands are also being pursued.
Workers performing security duties at nearby apartments also respond positively to being called managers. Yoon Seok-sang (72) said, "On days when we do recycling, I meet many residents, and about 4 out of 10 call me 'manager.' I think this number will increase in the future." Kim (68) also said, "After seeing the title improvement posters, being called 'manager' seems to be gradually improving perceptions," but added, "When I worked at apartments in other areas, I often heard curses, so I hope this campaign spreads." After visiting five apartment complexes in the district, four had promotional posters attached to bulletin boards, and all five security guards met were aware that the campaign is underway.
An apartment bulletin board located in Majang-dong, Seongdong-gu, Seoul. A promotional poster for the campaign to improve the title of security guards is installed. Photo by Lee Jung-yoon leejuyoo@
However, opinions were raised that resident awareness is lacking in complexes where the posters have already been removed due to varying posting periods. Also, the campaign only applies to those working in apartments, which disappoints security guards working in commercial buildings or officetels. Park (65), a security guard working in a commercial building, said, "We often hear disrespectful remarks, verbal abuse, and curses just like apartment security guards," and added, "I hope the title improvement campaign includes us so that visitors can respect us as well."
A Seongdong-gu official said, "Other districts have contacted us expressing interest in benchmarking this campaign, and we have provided guidance," adding, "Our goal is to establish the title 'apartment manager,' so we plan to install banners at complex entrances and additionally post promotional posters." He continued, "After first implementing the title improvement campaign for apartment managers, we will consider gradually expanding the scope to include those working in security at officetels, commercial buildings, and so on."
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