[Political X-File] Even Now, the Presidential Campaign Slogan Remains ‘A Life with Evening’

(29) The Presidential Slogan Left by Sohn Hak-kyu
Embedding Future Governance Philosophy in a Concise Message
A Message That Moves the People’s Hearts and Leaves a Lasting Impression

Editor's Note‘Political X-File’ is a serialized project that delivers ‘unprecedented stories’ recorded in the election results and incidents of Korean politics.

"So why do you want to become president?"

When asking so-called leading presidential candidates why they dream of the presidency, surprisingly few give proper answers. The responses in the manuscript are easy for anyone to give, but it is common to be flustered when suddenly asked without preparation.

"To make the people happy." "To make the people prosperous." "To make the Republic of Korea a developed country." "For liberal democracy." "For unification."... When politicians deliver such ordinary words that anyone can think of in about a minute, their appeal inevitably diminishes.

In fact, the reasons for wanting to become president are countless. A message that sounds ordinary to some may deeply move others. Ultimately, it is important to convey the politician’s sincerity. That is why presidential candidates put effort into concise messages that introduce themselves to the people.

These are so-called presidential slogans. In the past, the presidential candidate himself, his family, and close aides played a major role in crafting slogans.

As times changed, copywriters began to participate actively. Among the slogans that appeared in recent presidential elections, many are works crafted by experts. Including those prepared by professionals, what would be considered the best presidential slogan of all time?

If asked to name the one presidential slogan recognized by both politicians and experts, it would be impossible to leave out ‘A Life with Evenings.’ ‘A Life with Evenings’ is a work that changed the history of presidential slogans.

It was in 2012 when politician Sohn Hak-kyu delivered this message while preparing for the presidential election. There are various evaluations of politician Sohn Hak-kyu, but the presidential slogan ‘A Life with Evenings’ he left behind received unanimous praise. So much so that during the 2012 presidential election, competing candidates expressed a desire to use that slogan.

[Image source=Yonhap News]

Originally, politician Sohn Hak-kyu had prepared the slogan ‘A Just Government for the People’s Livelihood.’ Although it was a meaningful message, its impact was weak. Sohn Hak-kyu’s campaign prepared a new message. The phrase “A life with evenings is the beginning of a welfare state,” created by message officer Kim Gye-hwan, was refined by policy aide Sohn Nak-gu, resulting in the birth of the all-time great presidential slogan ‘A Life with Evenings.’

From 2012 through the 2017 and 2022 presidential elections, various party candidates (including those who became president) have presented presidential slogans, but the consensus is that it is difficult to find a work that surpasses the impact of ‘A Life with Evenings.’

‘A Life with Evenings’ contains a lot in just six characters. It conveys the vision and hope of what kind of government one wants to build and how to change the lives of the people.

A life where one can comfortably enjoy the evening with family, friends, or sometimes alone is far from an overworked society. It signifies a society that respects human beings and helps each individual realize their dreams.

On May 4th, the day before Children's Day holiday, Seoul Gwangjin-gu Children's Grand Park was bustling with citizens. Photo by Jinhyung Kang aymsdream@

Politician Sohn Hak-kyu explained ‘A Life with Evenings’ as “a new growth paradigm to create a more prosperous society through sustainable living,” and “a dream and value that have never been loudly proclaimed since the founding of the Republic of Korea.”

The characteristic of a good presidential slogan is that it is concise yet carries resonance and lingering impact. Among the 2027 presidential candidates, who will come up with a slogan that moves the hearts of the people and leaves a lasting impression?

Will a presidential slogan with greater impact than the 2012 ‘A Life with Evenings’ emerge?

With about three years and seven months left until the 2027 presidential election, it is intriguing to see what kind of presidential slogan will appear. One thing is clear: the person who presents a presidential slogan that moves the hearts of the people is highly likely to become the protagonist of the next presidential election.