Seoul City Launches Webtoon 'Seoul Parenting Level Up' to Promote Childcare Support Policies

Seoul's Creative Approach to Promoting Parenting Policies

Seoul Metropolitan Government has taken an innovative step in addressing South Korea's declining birth rate by launching a webtoon series called 'Seoul Parenting Level Up.' Released on June 26, 2025, through Kakao Page, this 4-episode story-driven webtoon aims to make the city's various parenting support policies more accessible and relatable to citizens. The webtoon follows the journey of Seojeong and Dohyeon, an ordinary newlywed couple struggling with infertility, as they navigate the challenges of starting a family in Seoul.

The initiative represents a significant shift in how government policies are communicated to the public. Rather than relying on traditional pamphlets or official announcements, Seoul City has embraced the popular medium of webtoons to reach younger generations who are considering parenthood. This approach reflects the city's understanding that effective policy communication requires meeting citizens where they are, particularly on digital platforms they frequently use.

The Story Behind the Webtoon: Real Experiences Meet Policy Information

What makes 'Seoul Parenting Level Up' particularly compelling is its authentic foundation. The webtoon was created through a collaboration between Kimong, known for relatable daily life comics, and Dungrim, an emoticon and illustration artist famous for warm, approachable artwork. Significantly, both creators are actually a married couple in their third year of marriage, bringing genuine personal experience to the project.

Their real-life perspective as a young married couple adds credibility and emotional depth to the storyline. The webtoon doesn't shy away from the genuine struggles that many couples face when trying to start a family in Seoul, including the financial pressures, housing challenges, and emotional stress that come with infertility treatments. This authentic portrayal helps readers connect with the characters and see how Seoul's policies can provide practical solutions to real problems.

Comprehensive Policy Coverage: From Fertility to Childcare

The webtoon systematically covers Seoul's extensive parenting support ecosystem through its narrative. The story begins with the couple's infertility struggles and shows how Seoul's fertility treatment support programs can provide both financial assistance and emotional support. The city offers comprehensive coverage for various fertility treatments, making these often expensive procedures more accessible to ordinary families.

Housing represents another major theme in the webtoon. Through the characters' journey to secure stable housing through the Mirinae House program, readers learn about Seoul's housing support initiatives for families with newborns. Starting in 2025, Seoul provides up to 300,000 won monthly for two years to non-homeowning households with newborns, totaling 7.2 million won in support. The webtoon also showcases the SHome apartment complexes, which offer priority purchase rights to newlywed families with children at below-market prices.

24/7 Healthcare and Emergency Support Systems

One of the most practical aspects covered in the webtoon is Seoul's comprehensive healthcare support system for families with young children. The story includes scenarios where parents need emergency medical care for their children during late hours, highlighting the 'Night and Holiday Pediatric Care Centers' (Our Child Safe Medical Institutions) that provide peace of mind for new parents.

These facilities ensure that parents can access quality pediatric care even outside regular hospital hours, addressing one of the most common anxieties among new parents. The webtoon effectively demonstrates how these services work in practice, showing characters navigating real emergency situations and finding the support they need when it matters most.

Community Infrastructure and Daily Support Services

Beyond medical and financial support, the webtoon showcases Seoul's extensive community infrastructure designed to support families. The story features the 365 Open Daycare Centers, which provide flexible childcare options for working parents, and highlights cultural spaces like the Dongdaemun Design Plaza (DDP) that offer family-friendly activities.

The webtoon also introduces readers to Seoul's network of toy libraries and kids cafes, which provide affordable entertainment and developmental opportunities for children while giving parents spaces to connect with other families. These community resources are particularly valuable in Seoul's urban environment, where many families live in smaller spaces and benefit from access to shared facilities and programs.

Enhanced Support Programs for 2025

The timing of the webtoon's release coincides with significant expansions to Seoul's parenting support programs in 2025. The city has introduced new initiatives including support for newlywed couples' living expenses, with up to 1 million won provided for marriage preparation and household setup costs for couples who register their marriage after January 1, 2025.

Additionally, Seoul has pioneered support for freelancers and self-employed individuals, offering 900,000 won in maternity benefits for pregnant freelancers and 800,000 won in paternal leave benefits for male freelancers whose spouses give birth. These programs recognize the changing nature of work and ensure that non-traditional employees also receive adequate support during this crucial life transition.

Digital Innovation in Policy Communication

The 'Seoul Parenting Level Up' webtoon represents a broader trend toward digital innovation in government communication. By partnering with Kakao Page, one of South Korea's most popular webtoon platforms, Seoul City ensures maximum reach among its target demographic. The platform's user-friendly interface and mobile accessibility make it easy for busy young adults to consume this information during their daily commutes or leisure time.

This approach acknowledges that traditional methods of policy communication often fail to reach younger generations who are most likely to benefit from parenting support programs. The webtoon format allows for complex policy information to be presented in an engaging, easily digestible format that doesn't feel like bureaucratic documentation.

Community Response and Future Implications

The webtoon has generated significant positive response from Seoul residents, particularly among young couples who appreciate seeing their experiences reflected in official city communications. Online communities have praised the authentic portrayal of fertility struggles and the practical presentation of available support services. Many readers have reported that the webtoon helped them discover programs they weren't previously aware of.

Min Suhong, Seoul City's Public Relations Planning Officer, emphasized that the webtoon aims to help both prospective parents and current families access policy information more easily and actually utilize these services. The city plans to continue expanding various communication methods that resonate with citizens, suggesting that this webtoon may be the first of many innovative approaches to policy communication.