Politicians' Election Season Must-Visit: Traditional Markets
Connecting with Commoners through Food
Rice Cakes, Namul, Gukbap, Jokbal - More Than Simple Dishes, They Convey a Message
[Asia Economy Reporter Han Seung-gon] "Lee Myung-bak is hungry."
This phrase was inserted in a campaign promotional video during the 2007 presidential election, where Lee Myung-bak, the Grand National Party (predecessor of the Liberty Korea Party) presidential candidate, vowed to revive the economy by eating gukbap (soup with rice) heartily.
Even after being elected, the former president often used 'food' to emphasize his image as a man of the people. On December 23, 2008, to mark the year-end, he invited about 250 hardworking ordinary citizens facing difficult circumstances to the Blue House for lunch and encouragement.
The menu on the table at that time was siraegit-guk (dried radish greens soup), highlighting his image of always keeping the lives of ordinary people in mind.
◆ Stimulating Voter Sentiment and Walking Among the People... Traditional Markets as an Essential Course During Election Season
The food politicians eat is not just simple nourishment but a kind of message. When they visit their constituencies and share stories about foods they ate in childhood, supporters can feel a sense of "our region, my representative." From a politician's perspective, this context can be used to stimulate voter sentiment.
As the April 15 general election approaches, the political world is seeing a continuation of 'mukbang' (a portmanteau of 'muk' meaning eating and 'bang' meaning broadcast).
Especially, 'mukbang' in traditional markets is an essential course for politicians before elections. It allows them to show they understand the hardships of ordinary people and project an image of walking among the common folk. Despite criticisms that this is an outdated routine, lawmakers continue to visit markets.
On the afternoon of the 9th, Hwang Kyo-ahn, leader of the Liberty Korea Party who declared his candidacy for the April 15 general election in Jongno, Seoul, visited a snack bar near Sungkyunkwan University in Seoul and ate fish cake.
◆ Hwang Kyo-ahn Visits Snack Bar Near Sungkyunkwan University, Eats Tteokbokki and Fish Cake
Hwang Kyo-ahn, leader of the Liberty Korea Party, visited Jongno's 'Youth Street' on the afternoon of the 9th to listen to citizens' voices. Especially, recalling his student days, he visited a snack bar near Sungkyunkwan University and ate tteokbokki and fish cake.
At the event, Hwang said, "The street in front of Sungkyunkwan University was bustling and lively even on weekends. I ate tteokbokki there; it was a vibrant place."
After touring the Jongno area, he told reporters, "The economy is tough these days. I heard that Jongno's economy is particularly struggling. Tourist numbers are down, and due to gentrification, profitability is low, so many empty houses are increasing." He explained, "I came to see how the economy in Jongno is doing and to observe changes in this area that I know well."
On the morning of the 31st, the first day of the official campaign for the 2016 "April 13 General Election," Saenuri Party leader Kim Moo-sung and candidate Ahn Dae-hee, running in Mapo-gap, Seoul, are eating honey rice cakes given by a rice cake shop owner while touring Ahyeon Market in Seoul. Photo by Yonhap News
◆ Kim Moo-sung's Diverse 'Mukbang' at Traditional Markets: Fish Cake, Corn Bread, Dried Pumpkin, Red Bean Porridge, and More
Kim Moo-sung, then leader of the Saenuri Party (predecessor of the Liberty Korea Party), also visited Dongdaemun Dawn Market on March 31, the first day of the official campaign for the April 13, 2016 general election, appealing that Saenuri Party was the only party to overcome security and economic crises.
During the market visit, Kim conducted a 'mukbang campaign' to appeal to the voters. He toured the Mok 3-dong market eating fish cake, corn bread, and dried pumpkin, and at Ahyeon Market and Mangwon Market, he ate red bean porridge, dumplings, rice cakes, and chwinamul (a type of wild vegetable), engaging in conversations with merchants. He also stopped by a chicken gangjeong (sweet crispy fried chicken) shop in Mangwon Market, Mapo-gu, eating chicken gangjeong and listening to merchants' difficulties.
On January 3, 2017, when Moon Jae-in was the leader of the Democratic Party, he visited Jangwi Market, a traditional market in Seongbuk-gu, to revitalize traditional markets and stimulate the economy for ordinary people, and was eating fish cake. Photo by Moon Jae-in Official Channel Capture
◆ "It's Really Delicious. You Have to Count the Number of Skewers Eaten Carefully" President Moon Jae-in's 'Mukbang Tour' as Party Leader
President Moon Jae-in also actively participated in mukbang during his time as the Democratic Party leader. In a video titled 'Moon Jae-in's Jangwi Market Mukbang Tour' uploaded on the Democratic Party's official YouTube channel, on January 4, 2017, President Moon visited Jangwi Market in Seongbuk-gu, took a big bite of fish cake, and exclaimed, "It's really delicious. You have to count the number of skewers eaten carefully."
Then, on February 23, he visited Yeongcheon Market in Seodaemun-gu and said, "Jokbal (pig's trotters) is my favorite food," dipping jokbal deeply into a small dish of salted shrimp before eating.
Former lawmaker Ahn Cheol-soo, who recently founded a new party called the 'People's Party,' also showcased mukbang. On the morning of March 30 of the same year, Ahn visited Chilseong Market in Daegu and accepted a toast offered by a snack bar owner by puckering his lips. He greeted merchants and appealed for support that day.
Experts evaluate that politicians' mukbang activities are strategic moves considering their humble image. Heo Eun-ah, director of the Korea Image Strategy Institute, analyzed in an interview with YTN, "People tend to feel affinity toward those who eat the same or similar food as themselves. In the U.S., many presidential candidates show themselves eating hamburgers or commonly known foods to connect with voters."
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