"Election Expenses Reimbursed to Park and Oh Are in Full Color... Candidates Using Their Own Money Have Recycled Paper Prints"

Why Election Campaign Materials Vary in Design
12-Page Full-Color Materials for Candidates Receiving Election Expense Reimbursement
Campaigns Generate Various Ideas to Cut Costs

[Asia Economy Reporter Naju-seok] The election campaign materials for the April 7 Seoul mayoral by-election also reflect the rich getting richer and the poor getting poorer. The campaign materials of the 12 candidates running for Seoul mayor vary widely, ranging from rarely seen black-and-white newsprint to full-color 12-page booklets. Candidates who are expected to receive reimbursement for their election expenses have flashy materials, while so-called minor candidates are doing their best to cut costs.

On the 29th, ballot papers to be used in the April 7 Seoul mayoral by-election are being printed at a printing company in Anyang, Gyeonggi Province. / Anyang - Photo by Jinhyung Kang aymsdream@

◆Variety from booklet form to business card size = According to the Seoul Metropolitan Election Commission on the 1st, candidates sent various types of campaign materials to voters. Park Young-sun of the Democratic Party and Oh Se-hoon of the People Power Party prepared full-color printed materials consisting of 12 pages, but many candidates prepared only double-sided prints as campaign materials. The two candidates with support rates exceeding 15% are expected to be reimbursed for most of their election expenses after the election.

On the other hand, the situation is completely different for minor candidates. For example, candidate number 10 Bae Young-gyu of the New Freedom Democratic Union released black-and-white newsprint-style materials. Unlike other candidates, Bae’s campaign materials do not even show his face. Candidate number 13 Jeong Dong-hee, an independent, prepared campaign materials slightly larger than a business card (7.3cm wide x 10.7cm tall). Candidate number 14 Lee Do-yeop, also an independent, prepared square-shaped printed materials measuring 11.6cm by 11.6cm, with text so dense that one must look closely at it to understand the content.

Candidate number 8 Oh Tae-yang of the Future Party and candidate number 11 Kim Jin-ah of the Women’s Party released double-sided color prints measuring 19cm wide by 26cm tall. Candidate number 15 Shin Ji-ye, an independent, differed mainly in size, with materials measuring 26cm wide by 19cm tall.

Candidate number 6 Shin Ji-hye of the Basic Income Party produced 6-page materials, candidate number 7 Heo Kyung-young of the National Revolutionary Party produced 8 pages, and candidate number 9 Lee Soo-bong of the Minsheng Party produced 4 pages of campaign materials.

◆Campaign materials also reflect the rich getting richer, poor getting poorer = The reason why printed materials vary so much in shape and form is primarily due to financial issues. South Korea currently adopts a public election financing system, reimbursing full election expenses if a candidate wins or receives more than 15% of valid votes, and 50% reimbursement if the candidate receives between 10% and 15%. Since the Seoul mayoral election is realistically centered on candidates Park Young-sun and Oh Se-hoon, other candidates have almost no chance of receiving reimbursement.

On the 26th, ahead of the April 7 by-election, election posters of the Seoul mayoral candidates are posted on a street in Yeongdeungpo-gu, Seoul. Photo by Hyunmin Kim kimhyun81@

Earlier, the Seoul Election Commission set the election expense limit for this by-election at 3.475 billion won. Candidates like Park Young-sun and Oh Se-hoon, supported by their parties, can conduct their campaigns within this limit and receive reimbursement afterward. However, minor candidates face a different situation. Most minor candidates affiliated with parties raise funds through special party dues, donations, or personal funds. The chance of reimbursement is virtually nonexistent. This is also why campaign materials vary so much in form.

The Election Commission currently limits campaign materials to a maximum size of 19cm wide by 27cm tall and up to 12 pages. There are no restrictions on material type. Due to this regulation, even candidates with sufficient funds cannot produce materials exceeding 12 pages. However, it is not easy for minor candidates to meet these requirements. Therefore, most use a single double-sided sheet for their campaign materials.

However, current regulations require that two pages must include candidate information disclosure materials. For minor candidates, one side of their hard-earned campaign materials is entirely filled with candidate information disclosure. Candidates who use all 12 pages typically place the candidate’s photo on page 1, personal information on page 2, and then present pledges and visions. For candidates with only two-page materials, half of the campaign material must be devoted to disclosing assets, military service, tax payment records, and criminal records.

◆Election camps struggling amid financial difficulties = Despite constraints such as finances and regulations, minor candidates are striving to find breakthroughs. For example, candidate number 6 Shin Ji-hye of the Basic Income Party prepared a 6-page campaign booklet in a fold-out format rather than a traditional booklet. Moreover, the printed materials measure 17.5cm wide by 25cm tall, slightly smaller than the Election Commission’s maximum size. A Basic Income Party official explained, "Since two pages are used for the candidate’s photo and information disclosure, there was little space left for policies, so we decided to prepare six pages even if it was a stretch. After consulting with the printing company, we chose this size to minimize additional costs."

Candidate number 15 Shin Ji-ye, an independent, chose to swap the width and height. While simple slogans, party names, and candidate photos are usually included, Shin used a group photo with six deputy mayor candidates to convey policy visions. Thanks to this horizontal format, detailed pledges on ▲gender equality and social justice ▲housing and real estate ▲jobs and livelihoods ▲safety and health ▲culture and arts ▲urban planning and climate crisis were included.

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