Crafting Content That Clicks with the Korean Government
If you’ve ever had the misfortune of sitting through a government-facing presentation or a corporate video in Korea, you’ll understand why your content needs to be anything but dull. Having worked with various Korean public agencies — like the Ministry of Foreign Affairs (MOFA), the Korea Creative Content Agency (KOCCA), and multiple embassies — I can tell you firsthand that these folks are inundated with mundane reports and the same corporate videos day in and day out.
The last thing you want is for a government official to breeze over your carefully prepared presentation because it looks exactly like the 37 other reports they’ve seen that day. In this post, we’ll build on the 3A’s of Government Storytelling in Korea and explore how to create memorable, high-impact government-facing content that sets your brand apart.
1. Think Beyond Text
Government stakeholders juggle countless responsibilities — and piles of documents. Offering them variety not only makes you more memorable, but it keeps them engaged. You’re showing flexibility and a willingness to communicate on their terms, rather than sticking to one stale approach.
Video: Government officials are people too. A polished 90-second clip is far more effective (and respectful of their time) than another 47-page PDF. A concise, visually compelling video can help your brand stand out in a mountain of documents.
Graphic Design: Presenting your data and message visually transforms a dull page into a memorable, actionable insight. It’s not about neon fonts or wild layouts — it’s about guiding the reader’s eyes toward what truly matters. The right design makes your content easier to understand, remember, and ultimately act on.
Copywriting: Don’t just transplant copy from your global assets. Communication in Korea demands a localized approach that accounts for cultural nuances, market specifics, and audience expectations. That means hiring a specialized copywriter, not relying on a translator or ChatGPT. An in-market writer ensures your message feels natural, relevant, and compelling to Korean officials, rather than a half-assed translation.
2. Add Personality to Professionalism
Government or B2B materials in Korea may be some of the most boring, uncreative, and mind-numbing content around. Trust me, I’ve sat through my fair share of videos with the same monotone voiceover and the same cheesy corporate stock music.
But it doesn’t have to be this way. In fact, this is your chance to stand out. By infusing your brand’s personality — while keeping it professional — you can break through the sameness and make your content shine.
Subtle Branding Themes: Most government materials follow rigid templates, so subtle branding can be a breath of fresh air. The keyword here is subtle — you don’t want to seem self-aggrandizing or overly promotional. It’s about using polished, cohesive design elements that reflect your brand’s personality and guide the reader’s eye, making your message more memorable.
Leverage Local Voices: Showcase real people who’ve experienced the positive impact of your solutions. Whether it’s a case study video, a quote in a report, or a spotlight in a slideshow, let Korean partners, beneficiaries, or community leaders share their stories. Hearing from locals, in their own words, adds credibility and humanizes your brand — something cold data can never achieve on its own.
Adopt New Trends: A modern, up-to-date look demonstrates that you’re forward-thinking, flexible, and different. Just don’t bombard officials with the latest memes or TikTok transitions. Striking the right balance between a fresh, modern aesthetic and a respect for formalities differentiates your brand without compromising credibility. Work with creatives who understand both current design trends and the needs of B2B/B2G materials.
3. Impact > Reach
Unlike consumer campaigns where you might chase likes and shares, government content is more about convincing a specific group of decision-makers with outsized influence. Your 5-minute video might be seen by only five people in a policy briefing — but if one of them is the Deputy Director of a high-impact agency, you’re home.
Persona-Driven Storytelling: Pinpoint the individuals who hold real power. If you can’t name them, create a detailed persona based on position, influence, and priorities. Whether you opt for a short doc, a 5-minute explainer video, or a crisp slide deck, tailor your narrative specifically to that person.
By narrowing your focus to decision-makers who truly matter, you sharpen your message and cut out unnecessary fluff. This approach not only makes your content more compelling but also shows that you understand their concerns — giving your proposal an edge over generic pitches that try to please everyone and resonate with no one.
4. Putting It All Together
Armed with these insights, foreign brands can create a cohesive content package with a unified concept, design, and messaging. Each piece should play a critical role in moving the needle skepticism to advocacy.
Here’s a quick example:
Video: A succinct 2-minute reel illustrating how your brand’s solutions improved lives or boosted growth in a community with similar challenges and goals. Include local testimonials.
Presentation Deck: About 15 slides that combine engaging design and concise copy. Start with the goals and challenges your target stakeholders face, show how your brand helps, and include a data-backed case study. End with a clear call to action for next steps.
Executive Summary: A 4-page leaflet containing key insights and stats. Provide a QR code linking to a more detailed document or relevant contact to keep the conversation moving.
Each format serves a purpose: the video hooks them, the slides guide them, and the summary wraps it up. You don’t need them to remember every single detail about your business — just one or two key ideas that spur them to action.
Making a Lasting Impression
Creating content for Korean government officials doesn’t mean resigning yourself to stiff corporate videos, bland presentations, and formulaic writing. Foreign brands have a unique chance to stand out in a sea of sameness. The best part? Korean officials often welcome, and even expect, a fresh perspective — especially from innovative foreign companies.
By using a full arsenal of content types — videos, design, and localized copy — and zeroing in on a small group of influential individuals, foreign brands can cut through the clutter and make a lasting impact in Korea’s government and B2B landscape.