From Name to Small Joys vs Heartthrobs, Dramatically Changed Presidential Pledge Trends

Popular Practical Issues Over Grand Narratives
Opposition Uses Liquor Tax to Crack Down on Drunk Driving
Ruling Party Announces Tailored Measures for Fine Dust

[Asia Economy Reporter Oh Ju-yeon] As Lee Jae-myung, the Democratic Party presidential candidate, gained attention with his ‘So-hwak-haeng (small but certain happiness)’ pledge, Yoon Seok-yeol of the People Power Party also launched a series of life-oriented policies under the name ‘Simkung Pledge.’ This strategy appears to stem from the assessment that the key battleground 2030 generation in this presidential election prioritizes the question, ‘What benefits me?’ over grand narratives when choosing a candidate.

Photo by The Democratic Party of Korea website

Photo by The Democratic Party of Korea website

The Democratic Party’s election campaign committee, which has achieved results in this area, announced its 41st So-hwak-haeng pledge on the 7th. This time, it is a ‘customized fine dust countermeasure.’ Candidate Lee revealed plans to strengthen the seasonal fine dust management system and review the Korea-China Clear Sky Plan.

The So-hwak-haeng pledges have gained increasing attention with each installment. So far, they have announced life-oriented pledges mainly targeting the 2030 generation, such as providing interview preparation support funds, expanding student loan repayment deferral systems, introducing market price adjustment penalty systems, improving child meal programs, and early dismissal at elementary schools at 3 p.m. Recently, they caused a significant stir by considering the inclusion of hair loss treatment drugs under health insurance as a So-hwak-haeng pledge.

Park Joo-min, head of the Democratic Party’s campaign debate content team, said on KBS Radio that day, “We plan to continue projects that gather policy ideas from citizens,” adding, “We will create more than 1,700 KakaoTalk platform chat rooms to collect policies.”

Photo by People Power Party website

Photo by People Power Party Blog

In response, Yoon’s platform is called ‘Simkung Promise (Seok-yeol’s Simkung Promise).’ It is similar in nature and announcement style to the So-hwak-haeng pledges, even using the phrase ‘small but warm Simkung Promise.’ Following his first pledge the previous day to install protective partitions in taxi driver seats, his second pledge appeared to be a policy mindful of candidate Lee’s history of drunk driving.

The pledge involves using liquor tax to eradicate drunk driving. Candidate Lee stated, “Driving after drinking is practically equivalent to attempted murder,” and said, “We will use liquor taxes included in soju, beer, and other alcoholic beverages to prevent drunk driving and support victims.”

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