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Bloomberg

In South Korea’s high-stakes presidential campaign, K-pop isn’t just a cultural backdrop – it’s a political strategy.
Both major parties are leaning on Korean pop hits to energise voters, blending choreography and catchy lyrics with political messaging.
Among the favourites at campaign rallies: Kim Jong-kook’s Lovable and Young Tak’s Next Door Oppa, are now fixtures in events across the country.
But unlike the last US presidential election, where Kamala Harris secured endorsements from Beyoncé and Taylor Swift, South Korean artists have shied away from direct campaigning, which risks alienating fans.
The opposition Democratic Party (DPK) has deployed a 48-member “Shouting Korea” team, which travels nationwide in mobile units designed to create festive, street-level rallies.
Their goal is to produce crowd-friendly events using choreography and classic Korean pop songs before and after the party nominee Lee Jae-myung takes the stage.

The conservative People Power Party (PPP) has taken a similar approach, with candidate Kim Moon-soo’s campaign team choosing retro hits like Lovable, over songs by current idols.
“Kim’s frequent use of heart gestures inspired us to highlight a ‘lovable’ image, playing on the song’s message to enhance his public appeal,” Kim Dong-hwan, a PPP campaign official, said.
South Koreans head to the polls on Tuesday after six months of political turmoil, hoping a new leader can begin to heal a fractured nation.
The snap vote comes after impeached former president Yoon Suk-yeol was removed by the Constitutional Court in April for his abrupt decision to declare martial law.
The state of the economy and fighting US President Donald Trump’s tariffs are among the hot topics for voters, according to recent opinion surveys.
Lee had 49 per cent support while Kim trailed with 36 per cent in a survey of 1,005 people commissioned by local media News 1 and released this week.
Simple dance moves
“This election follows a period of martial law and impeachment,” said Kim Dae-young, a DPK official.
“There were debates about including strong political messages, but we decided instead to build a space where people could gather naturally – through music, dance, and video.”

The campaign’s set list draws heavily on late-1990s and early-2000s pop acts chosen for their energy and broad appeal. They include Koyote’s Pure Love, from 1999, and diva Uhm Jung-hwa’s Festival from the same year.
Professional dancer Yim Young-hwan, who was hired by the liberal party to join the campaign, has choreographed several of the performances.
The dance routines are deliberately simple, with occasional flourishes to grab attention, and to make it easy for people to follow. “We wanted people to say, ‘Wow,’ when they saw us,” Yim said.
Lyrics are often adapted to highlight the candidate’s character or policy goals.
And choosing older tracks instead of licensing new idol music from the big K-pop companies such as SM Entertainment and Hybe reduces costs, according to PPP’s campaign official Kim.
Licensing fees per song could reach around 3 million won (US$2,170) to tens of million won, depending on its popularity.
While TV and radio still played a role, Kim noted that digital content now dominated political engagement.
Candidate Kim has appeared on major YouTube shows and launched a dedicated channel featuring a 13-song playlist to court online audiences.
Yet despite the digital pivot, the energy of in-person street performances still resonates with many voters.
“When young people perform like this, it lifts the older generation’s spirits,” said Lee Soo-young, a Seoul resident who joined Lee’s campaign.


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South Korea’s presidential race dances to the beat of K-pop hits

Supporters of South Korean presidential candidate Lee Jae-myung dance during an election campaign event on Wednesday. Photo: AFP

PPP presidential candidate Kim Moon-soo forms a heart with his hands toward voters during a campaign stop in Goyang last week, Photo: EPA-EFE/Yonhap

South Korean presidential candidate Lee Jae-myung makes a heart gesture to his supporters on Thursday. Photo: AP

South Korean election: Lee Jae-myung’s ‘bipartisan’ Reeboks sell out as prices skyrocket

Reebok Classic Leather GY1522. Photo: handout

Lee Jae-myung, the presidential candidate of the liberal Democratic Party, raises a fist as he gives a stump speech in Gumi, North Gyeongsang Province, South Korea on Tuesday. Photo: EPA-EFE/Yonhap

The front-runner from the liberal Democratic Party of Korea, Lee Jae-myung, wore a pair of Reebok Classic Leather GY1522 during a campaign rally. Photo: Handout

A screengrab from the Gmarket sales page for the Reebok Classic Leather GY1522. Photo: Gmarket

Satirical comedy sketch fuels feud between South Korea’s would-be first ladies

Seol Nan-young (right), wife of People Power Party candidate Kim Moon-soo, embraces a comedian portraying Kim Hye-kyung during a satirical sketch on ‘Saturday Night Live Korea’ aired on May 24. The segment parodied a recent scandal involving the misuse of a government-issued credit card. Photo: Saturday Night Live Korea

Kim Hye-kyung, wife of Democratic Party presidential candidate Lee Jae-myung, leaves the Suwon High Court on May 12 after it upheld a 1.5 million won fine for misusing a Gyeonggi government credit card in 2021 to support her husband’s campaign. Photo: EPA-EFE

South Korea’s presidential candidates clash over China and US, ‘pragmatic’ policy

South Korea’s presidential candidates gather before a debate for the 2025 presidential election at SBS studio in Seoul on Sunday. Photo: EPA-EFE

Lee Jae-myung, the presidential candidate of the Democratic Party of Korea, wants a pragmatic approach on diplomacy. Photo: EPA-EFE

Supporters of Kim Moon-soo, presidential candidate of the People Power Party, cheer during an election campaign event in Seoul on Monday. Photo: EPA-EFE

After hardline Yoon, South Korea needs a more balanced foreign policy

South Korean presidential frontrunners Kim Moon-soo, of the incumbent People Power Party, and Lee Jae-myung, of the Democratic Party, are seen during a televised debate on May 18, ahead of the June 3 election. Photo: AP

South Korea’s election front runner proposes 2-term presidency to decentralise power

Democratic Party presidential candidate Lee Jae-myung greets voters in the southwestern city of Naju, South Korea, on Saturday. Photo: EPA-EFE

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Lovable and Next Door Oppa are among the retro hits used by front-runners Lee Jae-myung and Kim Moon-soo to sway voters


Lovable and Next Door Oppa are among the retro hits used by front-runners Lee Jae-myung and Kim Moon-soo to sway voters.


South Korea’s presidential race dances to the beat of K-pop hits

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Lovable and Next Door Oppa are among the retro hits used by front-runners Lee Jae-myung and Kim Moon-soo to sway voters

Lovable and Next Door Oppa are among the retro hits used by front-runners Lee Jae-myung and Kim Moon-soo to sway voters