Hwaseong On TV Reaches 70,000 Subscribers and 12.31 Million Views
Promoting City Policies with Mars Man, AI Technology, and Short-Form Content
Among the official YouTube channels of 226 basic local governments across the country, the undisputed leader in subscribers is Chungju City in North Chungcheong Province, widely known for its "Chungju Man" channel. So, which city ranks second? That would be Hwaseong City in Gyeonggi Province.
Hwaseong City's YouTube channel "Hwaseong On TV," which presents various administrative information through citizen-centered stories. Provided by Hwaseong City
As of October, Hwaseong City's official YouTube channel, "Hwaseong Special City·Hwaseong On TV," has around 70,000 subscribers, ranking second among all basic local governments nationwide. The total number of views has also exceeded 12.31 million, indicating active content consumption.
The city attributes the popularity of "Hwaseong On TV" to its authentic content that captures citizens' daily lives and real-world experiences. By moving away from traditional one-way administrative promotions and focusing on changes and stories that citizens can genuinely relate to, the channel has been able to expand its subscriber base.
One of the flagship programs, "Mars Man," is praised for presenting the city's policies and projects with a lighthearted and approachable perspective. Its variety show-like format, fast-paced subtitles, and rhythmic video editing have resonated with a wide range of viewers, including Millennials & Gen Z.
Another notable feature of Hwaseong On TV is its use of artificial intelligence (AI) technology in video production. A prime example is the video released in August, "AI Awakens the Record of Independence in Photographs - Independence Activists from Hwaseong Restored with AI." This video utilized AI facial restoration technology to vividly bring to life the figures in black-and-white photos from the Japanese colonial era, earning high praise.
A YouTube video by Hwaseong City showcasing a miniature model of the local specialty, Songsan grapes, created using AI technology. Provided by Hwaseong City.
Last month, the city also released an AI miniature video series featuring local specialties such as Suhyangmi rice, clams, and Songsan grapes. These videos captured the flavors and spirit of Hwaseong in a short time through AI-generated, intricate, and charming visuals with a creative touch.
The channel’s focus on trend-driven "short-form" promotional content is also cited as a key factor in its popularity. Since the beginning of this year, the city has been producing administrative content tailored to citizens with concise and impactful messages lasting between 30 seconds and 2 minutes.
The flagship video, "Sea of Love - Hwaseong Special City X King Jeongjo - Hyo(孝) of Love," is a parody of a popular music video and has garnered 170,000 views, receiving an enthusiastic response.
Hwaseong Mayor Jeong Myeonggeun stated, "The era when administration unilaterally announced policies and events is over. We will continue strategic promotions in the language of everyday life, from the perspective of citizens rather than public officials."
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