"Money Pocha" Series and Parody Shorts Gain Popularity
"Innovative Communication Will Continue in the Digital Era"
The Ministry of SMEs and Startups announced on October 15 that it had received the top prize in the government agency category at the 15th Korea SNS Awards 2025.
The Korea SNS Awards is an event organized by the Korea Social Content Promotion Association and sponsored by the Ministry of Science and ICT, among others. It recognizes outstanding companies and public institutions by comprehensively evaluating their social networking service (SNS) management performance and communication effectiveness.
The Ministry has actively delivered policies quickly and accessibly through a variety of SNS channels, including YouTube, Instagram, blogs, and Facebook, and has promoted interactive publicity campaigns that encourage direct public participation.
The ministry's flagship YouTube content, "Money Pocha," features a talk show format in which a meeting room is transformed into a street food stall and policy managers appear in person to explain policies. The series has accumulated 1.2 million views. The "Press Again" series, which breaks down press releases in an easy-to-understand way, has averaged 10,000 views and over 160 comments per episode.
Additionally, the ministry has resonated with younger generations through meme parody short-form content. The "Jungbugi" rap video, a parody of the popular entertainer's alternate character "Haembu-gi," recorded 2.7 million views on Instagram, while the "Companion Festival" video, an homage to the popular YouTuber's "Sea of love," surpassed 620,000 views.
Other participatory content, such as viewer voting short-form videos and meme collaborations with university student reporters, have encouraged public engagement. The ministry also expanded communication with Millennials & Gen Z by delivering policies in a fun and accessible way through collaborations with popular illustration channels and the corn-shaped character "Ssyu."
A ministry official stated, "We have continued to try various approaches to communicate SME policies in a way that is easy and approachable for the public," adding, "We will continue to move closer to the public with innovative communication suited to the digital era."
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