Lee Jae-myung Wearing Beige Knit... Ahn Cheol-soo Standing in Front of Yi Sun-sin Statue [Declaration of Candidacy Analysis]②

Messages Conveyed Through Locations and Fashion
The Unique Image Wars Among Politicians

Editor's NoteThe 'June 3 Presidential Election' is a turning point that will determine the future of the Republic of Korea. Major presidential candidates have presented their determination to challenge and their national governance blueprints through successive declarations of candidacy. We analyze the content of their messages, the concept of their declarations, and their first official steps as presidential candidates over three installments.

Declaration video of Lee Jae-myung's presidential candidacy. Lee Jae-myung TV

The attire and locations chosen by presidential candidates running in the 21st presidential election are political messages in themselves. A representative example is the 'beige knit sweater' worn by former Democratic Party leader Lee Jae-myung. Sitting against a wooden desk background wearing a cozy beige knit sweater while announcing his candidacy was seen as a strategic move to present himself as the 'gentle Lee Jae-myung.'

Democratic Party presidential primary candidates former leader Lee Jae-myung (from left), former Gyeongnam Governor Kim Kyung-soo, and Gyeonggi Governor Kim Dong-yeon are taking a commemorative photo after signing the pledge at the Fair Election Practice Pledge Ceremony held at the National Assembly on the 16th. Photo by Kim Hyun-min

On the other hand, former Gyeongnam Governor Kim Kyung-soo, who usually had a soft image, drew attention by declaring his presidential bid wearing a navy blue suit and tie with vivid colors, emphasizing a youthful yet solid image.

Gyeonggi Governor Kim Dong-yeon chose the departure hall of Incheon International Airport as the venue for his presidential candidacy press conference, highlighting his image as an 'economic and policy expert.' He was on a business trip to Michigan, USA, to respond to the Trump administration's imposition of tariffs on automobile parts.

Ahn Cheol-soo, a member of the People Power Party, is declaring his candidacy for the 21st presidential election on the 8th in front of the Admiral Yi Sun-sin statue at Gwanghwamun Square in Seoul. Photo by Yonhap News

People Power Party lawmaker Ahn Cheol-soo took the podium in front of Admiral Yi Sun-sin's statue at Gwanghwamun Square, right in the heart of Seoul, wearing a burgundy tie. The signs decorating the podium emphasized harmony with 'National Unity' written in blue and 'Change of Era' in red.

Former Minister of Employment and Labor Kim Moon-soo revealed his identity by wearing a red-toned tie during his presidential candidacy declaration held at the National Assembly Communication Hall. He emphasized his conservative candidacy by announcing his bid on a red background panel with white letters.

Handonghun, former leader of the People Power Party, is declaring his presidential candidacy in front of the National Assembly fountain on the 10th. Photo by Kim Hyunmin

Former People Power Party leader Han Dong-hoon’s choice of the National Assembly Fountain Plaza for his presidential candidacy declaration seems intended to recall the time when he led 18 People Power Party lawmakers to pass a resolution urging the lifting of martial law during the December 3 emergency martial law declaration.

Former Minister of Employment and Labor Kim Moon-soo, who declared his candidacy for the presidential election, and Na Kyung-won, a member of the People Power Party, are heading to their seats carrying the food they ordered before holding a youth meeting at a fast food restaurant inside Chung-Ang University in Dongjak-gu, Seoul, on the 12th. Photo by Yonhap News

Five-term lawmaker Na Kyung-won of the People Power Party wore a green jacket and took the podium for her candidacy declaration in front of the National Assembly main building stairs. She had also worn a green jacket during her floor leader speech for the Liberty Korea Party (the predecessor of the People Power Party) in 2019.

Former Daegu Mayor Hong Joon-pyo held his candidacy declaration at the Daehwa Building in Yeouido, Seoul, considered a prime location for presidential bids. He referenced the phrase 'Jaejo Sanha (再造山河, Rebuilding the Nation)' written by Admiral Yi Sun-sin for the disheartened scholar Ryu Seong-ryong during the Imjin War.

Former Daegu Mayor Hong Joon-pyo is declaring his candidacy for the 21st presidential election at the Camp office in Daehwa Building, Yeouido, Seoul on the 14th. Photo by Kim Hyun-min

Lee Jun-seok, former Reform New Party leader and the youngest presidential candidate in constitutional history, fully embraced the characteristics of a young candidate by dressing in orange?the symbolic color of the Reform New Party?from his attire to the walls of his campaign office.

Lee Jun-seok, the preliminary presidential candidate of the Reform New Party, is participating in the "Gangnam Camp, Coloring with Orange" event, painting the interior walls of the candidate's election office in Seocho-gu, Seoul, on the 10th. Photo by Lee's preliminary candidate camp