Seoul, South Korea – Korea’s job search platform Worxphere and Cheil have launched the JOBSTAY Project, a programme that allows young people to live and work in regions facing labour shortages while experiencing local life.
The JOBSTAY Project is a strategic initiative that connects young workers with small businesses in underserved regions, addressing both workforce gaps and local economic needs.
Korea’s economy, population, and jobs are heavily concentrated in the capital area. With 52% of the nation’s youth living in Seoul, regional areas face a significant outflow of young people, making it difficult for small businesses to find workers. Worxphere and Cheil aim to ease this shortage while encouraging urban regeneration outside the capital.
Data from Worxphere played a key role in selecting the project regions. By analysing areas with fewer job seekers in their 20s, high rates of unfilled positions, and regions where young people expressed interest in living, three locations—Busan, Tongyeong, and Gyeongju—were identified as most in need of young labour. Busan, for example, has the lowest youth population ratio among Korea’s six metropolitan cities.
The project targets college students and high school seniors who have recently completed their college entrance exams, the age group when part-time work is most common. Surveys showed that part-time work and travel are the experiences this group most wants.
Under JOBSTAY, participants spend two weeks living locally while working part-time at small businesses. Each region offers a travel package covering accommodation, transportation, and curated local experiences. Instead of paying in cash, participants contribute labour to local businesses, helping sustain community-based enterprises and artisan workshops at risk of disappearing.
Selected through a competitive process—250 applicants per spot—participants worked at 15 small businesses across the three regions. Workplaces included a family-run seaweed business in Busan, a retail outlet for Gyeongju’s Korean beef, and a cooperative-run resort in Tongyeong, highlighting regional industries and culture.
During off-duty hours, participants explore the area and create social content promoting local attractions. They are compensated in local currency, which can be used for travel expenses, further supporting the regional economy.
The JOBSTAY Project is designed as a long-term initiative rather than a one-off programme. Worxphere and Cheil are exploring partnerships with local governments and the Korea Fisheries Resources Agency to sustain the effort. The programme aims to encourage young people to develop a positive view of working and living in regional areas, potentially influencing future employment and settlement decisions.
Cheil oversaw campaign planning and execution, producing the launch TVC, digital film, on-site recruitment promotions, and short-form content for participating businesses. The digital film has recorded over 13 million views, and the YouTube channel saw an 82% increase in subscribers.
Hyekyung Jeong, director at Cheil Korea, said, “We believed the regional labour shortage could align with the needs of young people seeking new travel-based work experiences. By experiencing work and life in the region firsthand, we hope that participants will gain a positive perspective on working and living outside the metropolitan area.”
All participants of the JOBSTAY Project said they would consider living and working in regional areas in the future. Local business owners who hosted participants also welcomed the initiative, noting that it brought fresh energy to their communities and helped address staffing challenges.
Summer Kim, marketing director at Worxphere, said, “As a job search platform pioneering Korea’s part-time work culture, Worxphere aims to proactively offer alternatives that satisfy Gen Z’s desire for unique experiences while addressing the hiring challenges faced by small business owners in regional areas. We are also exploring expansion into internships that build a long-term, sustainable mutual growth model, enabling regions and young people to grow together through work.”
