There are a little over 3,100 residents in the municipality of Pyhäjoki. The parish village is divided into the southern Etelänkylä and the northern Pohjankylä. There are four villages in Pyhäjoki: Yppäri, Parhalahti, Pirttikoski, and Liminkakylä.
Four generations of Pehkonens have been transporting freight in their family business. The entrepreneurs never plan to use robots in their bakery; their products will be handmade also in the future.
Ice hockey team Pyhäjoen Joki-Kiekko has an important role in increasing vitality of the municipality.