Guri City, '2026 Korea's Most Beloved Brand Award' Winner…Leap Forward as Youth Happiness City

[Suwon Ilbo=Um In-yong Reporter] Guri City won the grand prize in the 'City Where Youth Love Living' category at the '2026 Korea's Most Beloved Brand Award' held on the 21st at Seoul Garden Hotel, organized by Chosun Biz and sponsored by Chosun Ilbo and the Ministry of Trade, Industry and Energy, proving its status as a pioneering city in youth policy.

This award is the result of the city establishing 'Youth Happiness City Supporting Youth's Future' as its core city vision and implementing various policies to help young people successfully settle into society in a stable manner.

As of 2026, the city is investing a total budget of 9 billion won in 52 projects across three sectors: youth participation and rights, employment, and welfare and culture. In particular, the discovery of 27 'Guri-style independent youth projects' drew attention for securing policy continuity that remains unshaken despite external environmental changes.

The city first operates a comprehensive support system to address young people's biggest concerns of economic independence and housing stability. Through the 'Youth Tomorrow Center,' a hub for youth entrepreneurship, it has fostered 43 companies and successfully produced graduated companies, and was the first in the nation to introduce 'Special Guarantee for Young Small Business Owners,' dramatically reducing financial burdens for young entrepreneurs.

Additionally, the city is making efforts to ensure housing stability for young people and establish a foundation for local settlement. In addition to interest support for lease and deposit funds for unmarried couples without homes, the city is promoting the construction of 'Youth Happiness One-Room Houses' to help young people settle, focusing on resolving housing insecurity.

In particular, the city's administration aims for 'direct democracy-type administration' where young people become the subject of policy, going beyond simple support. Through youth policy and talent registration platforms, it immediately reflects voices from the field in city administration, and is operating thoughtful programs that provide practical help to job seekers, such as interview suit rental and subsidy for certification exam fees.

Furthermore, by expanding dedicated activity spaces such as 'Youth Future Dream Center' established in libraries within the city, opportunities for networking among young people and cultural enjoyment have been significantly expanded.

Im Jae-chun, Head of Guri City's Public Relations and Cooperation Division, stated, "Citizens' high trust and satisfaction have been proven through this award," and emphasized, "Going forward, we will proactively address core issues of employment and housing to further solidify the image of 'the city most broadly supporting youth's future.'"