[Political Focus] Presidential Candidate Brochures Delivered to Homes... The Politics of Election Booklets

Messages and Strategies of Presidential Candidates Through Election Brochures
Sincerity and Strategy Revealed in Presidential Election Booklets
From 16 Pages to 2... A Comparative Look at Presidential Election Brochures

In the lead-up to the 21st presidential election, booklet-type election brochures are being delivered to every household. Although smartphones and other digital devices have become widespread, printed election brochures remain an important promotional tool despite their cost, as they allow voters to quickly understand the policy directions of each presidential candidate at a glance.

It is noteworthy that while the volume, content, and design of each candidate's brochure differ, all are crafted based on their respective campaign strategies. Upon opening the election mail, voters will find brochures for all six candidates. Candidate Lee Jaemyung of the Democratic Party of Korea and candidate Kim Moonsu of the People Power Party each produced brochures totaling 16 pages, while candidate Lee Junseok of the Reform New Party produced a 4-page brochure.

On the 19th, a postal delivery worker is placing the booklet-type election notice for the 21st presidential election into a mailbox at an officetel in Gangnam-gu, Seoul. Photo by Yonhap News

Candidates Kwon Youngguk of the Democratic Labor Party, Hwang Kyoan (Independent), and Song Jinho (Independent) each produced brochures consisting of just two pages, front and back. According to the Public Official Election Act and the regulations of the National Election Commission, presidential election brochures may be up to 27 cm in length, 19 cm in width, and a maximum of 16 pages. Candidates Lee Jaemyung and Kim Moonsu, who have sufficient campaign funding, provided the maximum number of pages allowed by the regulations.

Candidate Lee Jaemyung emphasized "ending insurrection and restoring democracy," presenting policies focused on overcoming the December 3, 2024 insurrection and prioritizing artificial intelligence (AI) and economic issues. Rather than focusing on his personal background, he highlighted his capabilities as a politician. Each page featured concept photos of Lee in the same attire but with different gestures, underlining his leadership in overcoming crises.

Candidate Kim Moonsu placed his personal life, philosophy, and policy vision at the forefront. Through phrases such as "I have walked the path of justice" and "I have chosen conviction over reward and walked a clean path," he emphasized his values of morality and integrity. As the presidential election was triggered by the impeachment of former president Yoon Sukyeol, Kim focused on his personal strengths rather than the People Power Party brand.

Photo by Naju Seok

Candidate Lee Junseok included a handwritten letter as his secret weapon. Despite describing his handwriting as "poor," he stated, "I greet you in my own handwriting to convey my sincerity." He pledged to change the course of the times through generational change. Lee has previously released handwritten brochures on several occasions, and this letter showed a marked improvement in his handwriting compared to the past.

Candidate Kwon Youngguk sent a brochure of the same size as those of the major candidates, but it consisted of only a single sheet, two pages front and back. Excluding the legally required candidate information disclosure, only one page was available to introduce himself. Kwon highlighted pledges such as increased taxes on the wealthy and welfare for ordinary citizens, as well as his personal background. Candidate Hwang Kyoan focused on eradicating election fraud, while candidate Song Jinho emphasized his role as a problem-solver for economic and financial issues.

Many candidates also included QR codes to provide additional information. Kim Moonsu linked to his YouTube channel, Lee Junseok to the policy pledge page on his campaign donation site, Kwon Youngguk to kwonyoungguk.com, and Hwang Kyoan to a YouTube video.