Yoo Myung-hee, Customized Strategy Needed to Secure Support from US and EU

US, EU Target Africa Candidate Blind Spots
Personal Qualities and Female Premium Expectations Difficult

Yoo Myung-hee, Director-General for Trade Negotiations at the Ministry of Trade, Industry and Energy. (Photo by Yonhap News)

[Asia Economy Reporter Moon Chae-seok] Analysis suggests that Yoo Myung-hee, head of the Trade Negotiations Department at the Ministry of Trade, Industry and Energy, must devise a tailored strategy to secure support from the United States and the European Union (EU) in order to pass the second round for the World Trade Organization (WTO) Director-General position. Among the five candidates who passed the first round, two are African candidates who have the advantage of regional balance in Africa, and Yoo is at a disadvantage as she has not been able to garner support from Asia, including China and Japan. This means that securing firm backing from the powerful United States, which holds more than one vote, and then drawing as many African votes as possible away from the EU is essential for her chances of winning.

◆ African Momentum... Unfavorable Situation

Ngozi Okonjo-Iweala, former Finance Minister of Nigeria, who has been mentioned as a strong candidate from the early stages of the WTO Director-General election. (Photo by Reuters)

The candidates advancing to the second round include Yoo Myung-hee, former Nigerian Finance Minister Ngozi Okonjo-Iweala, former WTO General Council Chair Amina Mohamed of Kenya, former UK International Trade Secretary Liam Fox, and former Saudi Arabian Minister of Economic Planning Mohammad Al-Tuwaijri.

African candidates Okonjo-Iweala and Mohamed are considered to have secured two key advantages: the WTO Director-General regional rotation principle and the premium of potentially becoming the first female Director-General. These factors make Yoo’s campaign more challenging.

In particular, China’s support for Africa instead of Yoo, in order to maintain the Deputy Director-General position it has held since 2013, is a burden. Given the ongoing trade disputes with Japan, China’s public declaration of backing Africa makes it difficult for Yoo to attract Asian votes, which could unfortunately consolidate even more votes for Africa.

Japan is also a challenge. Since June, after the Korean government resumed WTO dispute settlement procedures against Japan’s semiconductor export restrictions, Japan has effectively expressed opposition to Yoo’s campaign. Japanese Foreign Minister Motegi Toshimitsu stated, "It is inappropriate for a candidate from a country involved in conflicts of interest with major countries to be elected as Director-General."

◆ No Negativity... Only Tailored Campaigning for the US and EU

Image source=EPA Yonhap News

The system allowing each country to vote for two candidates in the second round is also a burden for Yoo. Since there are two African candidates, countries can cast votes for both, so Africa does not need to unify its candidates from the second round onward. Yoo may struggle in the second round before even reaching the final one-on-one vote.

Due to the nature of international organization elections, it is difficult to conduct negative campaigns targeting opponents’ weaknesses. Ultimately, the realistic alternative is to appeal to the slim grounds for support from the US and the EU.

Professor Jung In-kyo of Inha University’s Department of International Trade explained, "In elections to select leaders who set the direction of global trade based on intergovernmental consultations, it is difficult to employ negative strategies."

◆ The US Supports the UK, the EU Supports Africa as Variables

James Kim, President of the American Chamber of Commerce in Korea (AMCHAM). (Photo by Yonhap News)

To show a stronger presence than the UK and Saudi candidates and to maximize the division of African votes, the consensus is that Yoo must secure firm support from powerful countries within the US and the EU, such as Germany and France.

The US is likely to try to check the Chinese candidate, and attention is focused on which candidate it will support between Yoo and former Minister Fox. The American Chamber of Commerce in Korea (AMCHAM) announced on the 14th that it supports Yoo.

AMCHAM stated, "Yoo is a guardian of free and fair trade during unprecedented difficulties in international trade and the global economy," and "We support Yoo, who has proven to be a leader based on principles."

The EU’s traditional friendliness toward Africa is a burden for Yoo. The EU is unlikely to support former UK Minister Fox, who led Brexit, and the key is to prevent those votes from shifting to Africa. To do this, Yoo must secure support from strong EU countries such as Germany and France.

Professor Jung said, "The US, EU, and China have all pursued diplomatic policies emphasizing Africa for years, so there is no clear incentive to overturn the current ‘African momentum,’ and it will be difficult to openly support a specific country."

◆ Yoo’s Unique Strength: Incumbent Minister

Yoo Myung-hee, Director-General for Trade Negotiations at the Ministry of Trade, Industry and Energy. / Photo by Moon Ho-nam munonam@

To overturn the unfavorable situation, Yoo must highlight her unique strengths, including being the incumbent trade minister and having 25 years of extensive trade experience.

Kenyan candidate Mohamed served as WTO General Council Chair but several years ago. Nigerian candidate Okonjo-Iweala and Saudi candidate Al-Tuwaijri are considered to have lower trade expertise. Fox is also regarded as a trade expert but is a former minister.

It is urged that Yoo clearly present her plan to lead the WTO by leveraging her advantage as the incumbent minister while launching a full diplomatic campaign from the second round onward.

In the first round, Yoo visited Geneva, Switzerland; Paris, France; and Washington DC, USA, conducting on-site campaigns. She contacted ministerial and ambassadorial-level officials from about 140 member countries through various channels to request support.

This content was produced with the assistance of AI translation services.