The Pandemic Changes Presidential Campaign Tactics... Targeting the MZ Generation

Changing the Rules of Campaign Promotion:
Adopting the Language of the Younger Generation
From Facebook and Instagram to the Virtual World

[Asia Economy, reporters Jeon Jinyoung and Park Juni] The rules of presidential campaign promotion in Yeouido’s political circles have begun to change. As the COVID-19 pandemic has dragged on, it has become impossible to stick to traditional offline promotional methods such as in-person meetings. Presidential hopefuls from both the ruling and opposition parties are now going beyond simply uploading posts on social media; they are utilizing a variety of platforms, adopting the communication styles of younger generations, and appealing to the public with more cheerful and approachable images.

Source=Yoon Sukyeol Former Prosecutor General Instagram

◆ The Friendly 'Uncle' Type: Yoon Sukyeol, a leading opposition candidate and former Prosecutor General, recently opened Instagram and Facebook accounts, prominently featuring "Butt Detective," a character that has become his online lookalike. He also used emoticons made from the Korean consonants of his name, "ㅇㅅㅇ," and hashtags such as "#SelfieDetective." Similarly, former Board of Audit and Inspection Chairman Choi Jaehyung, who opened his Facebook account on July 21, posted a photo of himself getting a perm at a hair salon as his first post, adding, "I learned (Facebook) in a crash course from my son," revealing a down-to-earth side. While these behaviors might seem awkward or silly in real life, both men appear to have judged that a friendly, neighborhood "uncle" image is more suitable for social media communication than the authoritative personas associated with their previous roles as Prosecutor General and Board of Audit and Inspection Chairman.

Source=Facebook of former Board of Audit and Inspection Chairman Choi Jaehyung

◆ Trend-Adapting Type: Some candidates have been skillfully using online slang and expressions from the very start of their campaigns. Choi Moonsoon, Governor of Gangwon Province, who was eliminated in the Democratic Party’s preliminary presidential primary, had previously gained fame as the "Potato Sold-Out Guy" on YouTube and made communication with the younger generation his campaign strategy. At his campaign announcement, Choi used internet slang such as, "I may be lacking, but if you support me, I’ll ‘be a potato.’ OTZ (kneeling pose)," and called himself "Potato-selling Governor MoonsoonC," lightening the weighty image of a politician. He also posted a video on YouTube of his alter ego, singer "Choi Maegi," performing-a nod to the "secondary character" or "alter ego" trend popular among the 2030 generation, where people create a separate persona for social or online life.

Source=YouTube of Governor Choi Moonsoon of Gangwon Province

Former Prime Minister Chung Sye-kyun posted a video on the short-form platform TikTok to promote Dokdo. Through editing, his clothes and poses change several times, and the video ends with Chung wearing a "Dokdo is our land" cake and promotional attire.

◆ Cyber Persona Type: Some candidates have even established campaign camps in virtual worlds. Lee Nakyeon, former leader of the Democratic Party of Korea, set up a cyber campaign camp on "Zepeto," a 3D metaverse app. He put up a signboard reading, "Carrying on the legacy of Kim Daejung, Roh Moo-hyun, and Moon Jae-in-It’s me, Lee Nakyeon." On July 16, Lee’s avatar appeared in the cyber camp to host a virtual fan meeting, where supporters’ avatars gathered en masse to take photos together. Lawmaker Kim Dugwan also held a virtual press conference on Zepeto’s Dokdo map on July 16, declaring himself the "village head of Dokdo" and vowing to stand up to Japan’s provocations regarding Dokdo.

Source=Lee Nakyeon, former leader of the Democratic Party of Korea, Zepeto

Experts analyze that candidates’ efforts to appeal to younger voters reflect the growing importance of the younger generation as a decisive factor in elections. However, they point out that online activities do not directly translate into higher approval ratings, as such actions can come across as mere "showmanship." Political commentator Lee Jonghoon said in a phone interview, "It’s questionable how much impact these tactics will actually have. Ultimately, the essence is a vision for national governance. The MZ generation is surprisingly discerning-they are fundamentally cynical and critical, and tend to compare and scrutinize policies and content. Approaching them just for fun is not enough."

Pop culture critic Jung Deokhyun also commented, "SNS-driven fandom communication has great power to create hardcore fans," but added, "To achieve real results, candidates need to truly understand social media and the sensibilities of younger generations. So far, it feels more like imitation than genuine understanding. The public’s expectations are high."

Park Sangchul, professor at Kyonggi University’s Graduate School of Politics, also advised, "If candidates show themselves as just another typical old-school politician rather than presenting a new image, the public will be disappointed. For example, former Prime Minister Chung was seen as an upright figure in the ruling party and someone who could keep rival candidates in check, but his attempt to appear more cheerful came off as awkward. Yoon Sukyeol, on the other hand, had an authoritative image, so showing a more free-spirited side is better. Each candidate needs a tailored transformation."

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