Sold for Just 30,000 Won... Lee Jae Myung's Sneakers Now Fetching 10 Times the Price

The sneakers sold out immediately due to popularity
Some sellers list them for over 300,000 won

The sneakers worn by Democratic Party presidential candidate Lee Jae Myung at the start of his official campaign have become a hot topic, leading to a surge in online demand and even the emergence of resellers selling the shoes at marked-up prices.

Democratic Party presidential candidate Lee Jae Myung is wearing sneakers with the phrase "Now is Lee Jae Myung" at the Central Election Committee launch ceremony and first campaign rally held at Cheonggye Plaza in Gwanghwamun, Seoul on the 12th. Photo by Yonhap News

On May 12, the first day of official campaigning for the 21st presidential election, Lee launched his campaign at the kickoff event held at Cheonggye Plaza in Gwanghwamun, Seoul. On that day, Lee took off his dress shoes and changed into sneakers that combined blue, the symbolic color of the Democratic Party, and red, the symbolic color of the People Power Party. This move was interpreted as Lee's intention to convey a message of "political unity," drawing significant attention.

The sneakers Lee wore that day are known to be the Classic Leather "GY1522" model released by sportswear brand Reebok in 2022. The original retail price is 89,000 won, and at some online retailers, it had been sold for around 30,000 won.

Following the kickoff event, the product sold out simultaneously at major online retailers, including Reebok's official website, Musinsa, and Danawa. Among supporters, the sneakers are being consumed not just as a product but as a "presidential election good."

Reebok official website capture

In this situation, it has been confirmed that some sellers on platforms such as Gmarket and Auction are listing the same model for 339,300 won. This price is three to four times higher than the original retail price and nearly ten times more expensive than the discounted price of around 30,000 won at which the sneakers were sold online before Lee wore them. The seller even labeled the product as "Lee Jae Myung presidential election sneakers."

Regarding this, Yoon Hojoong, the Democratic Party's Central Election Committee chief, interpreted the sellout phenomenon at the committee's leadership meeting the previous day, saying, "It seems to be value consumption driven by enthusiasm for the value of unity, rather than for the sneakers themselves."

Previously, at the kickoff event, Lee emphasized unity by declaring, "From now on, there are no problems of progressives. From now on, there are no problems of conservatives. There are only the problems of the Republic of Korea and the people." He added, "With greater humility, I will take the lead in achieving national unity, the president's foremost mission, and by gathering the earnest and desperate hopes of all, I will ensure victory."