Residents of Yangsan, South Korea, are facing a record-breaking heat wave with temperatures exceeding 40 °C [1].
Local authorities and media are leveraging internet culture to combat the risks of heat-related illness. Because traditional warnings often fail to engage younger populations, the city has turned to memes and pop-culture references to ensure public safety during the extreme weather.
The extreme heat has led to the viral nickname “Yangfrica,” a portmanteau of the city's name and Africa. This term has gained significant traction online as residents describe the oppressive conditions. A YTN anchor said the nickname and other heat-related memes are gaining sympathy and resonance across the internet [1].
The physical impact of the weather is severe. Reporter Kim Seung-hwan said that the moment a person steps out of an air-conditioned building, it feels as though the entire body is engulfed in flames [1].
To address these dangers, a public-health campaign has integrated global pop-culture trends. The city is using imagery of Spider-Man drinking water to remind citizens to stay hydrated. Additionally, the campaign has incorporated the choreography from the song “BAD” by the K-pop group ATEEZ [1].
Kim said the use of the popular song's dance moves was designed to lead into a campaign for the prevention of heat-related illnesses [1]. By blending health warnings with trending music and cinema, officials hope to increase the visibility of safety protocols in a city struggling with record temperatures.
“Yangsan is gaining the nickname 'Yangfrica' as record heat waves hit the region.”
The shift toward 'meme-based' public health communication in Yangsan reflects a broader trend in South Korea to modernize government outreach. By utilizing K-pop and internet slang, officials are attempting to bridge the gap between formal health warnings and the digital consumption habits of the public to reduce hospitalizations during climate extremes.
