"Thought It Was a Proposal?" Yangju City Unveils "Jinju Mugwan" Promotional Video on Gwanghwamun Billboard

'Jinju Mugwan' Proposal Appears in the Heart of Gwanghwamun
Yangju City Unveils Delightful Year-End Billboard Promotion Video

Yangju City in Gyeonggi Province is broadcasting a unique year-end promotional video on the K-Vision electronic billboard on the exterior wall of the Koreana Hotel near Gwanghwamun Station from December 9 to 26.

Yangju City is broadcasting a unique year-end promotional video on the K-Vision electronic billboard on the exterior wall of the Koreana Hotel near Gwanghwamun Station from the 9th to the 26th. Provided by Yangju City

This campaign was planned to further promote the appeal of Yangju City as a "livable city," especially as the city has recently recorded the highest population growth rate in the country, and to strengthen its city brand image.

The video opens with a screen parodying the front page of a newspaper, featuring a trunk filled with flowers and a handwritten sketchbook, mimicking a real-life proposal scene. However, as each page of the sketchbook is turned and "Yangju City" appears, it is revealed that the romantic scene is actually part of Yangju City's promotional campaign, delivering an unexpected twist.

Since the second half of this year, Yangju City has generated significant buzz with entertainment-style content featuring public officials, moving away from formal and rigid promotional methods and instead adopting a new approach of "promotion that doesn’t look like promotion." The current billboard broadcast is an extension of this strategy, and is a case where the city has actively utilized the online sensation "Jinju Mugwan Content" for city branding.

A Yangju City official stated, "We aimed to capture the attention of citizens passing through Gwanghwamun by making them think, 'Someone must be making a public proposal,' and naturally drawing their gaze," adding, "We plan to deliver the city's image in a unique way through Yangju City's witty branding approach."

This content was produced with the assistance of AI translation services.