Lee avoids directly mentioning his rivals... responds to attacks with strong defense
Kim criticizes Lee with harsh language, stressing integrity
Lee Junseok denounces People Power Party for martial law, calls Lee a populist
The major presidential candidates running in the 21st presidential election differ not only in their political orientations but also in their campaign styles. By analyzing the concepts behind their election campaigns, one can gauge both their approach to the election and the current state of the race. Lee Jae Myung, the presidential candidate of the Democratic Party of Korea, is closer to a stable "defensive" style, while Kim Moonsoo of the People Power Party and Lee Junseok of the Reform Party lean toward an "offensive" approach.
Lee Jae Myung, the presidential candidate of the Democratic Party of Korea, is appealing for support at a campaign rally held at Gyeyang Station Square in Incheon on the 21st. 2025.5.21 Photo by Kim Hyunmin
Candidate Lee does not directly call out his opponents or launch overt attacks. Instead, he uses indirect expressions such as "forces of insurrection." However, he firmly defends himself against attacks. For example, regarding his remarks about "coffee costing 120 won" and his "hotel economy theory," he directly addresses the criticisms by re-explaining his statements. Words like "loyal worker" and "tool" frequently appear as terms that define Lee's identity. He also emphasizes the importance of a prepared leader by using metaphors such as "Pachoseon" and references to "King Seonjo and King Jeongjo."
While his remarks are defensive, his communication with the audience is active. Before speaking, he raises his thumbs and lifts both arms in a Y-shape, moving to the front of the stage and enjoying the crowd's response. At a rally in Gumi on the 13th, he drew audience participation by asking supporters 23 questions. During a rally in Goyang, when he listed negative statistics such as Korea's highest suicide rate, a member of the audience shouted, "Number one in martial law!" to which he replied, "Number one in martial law? That's not true," eliciting laughter from the crowd. As a result, even speeches lasting up to an hour tend to maintain a high level of audience engagement. At a rally in Suncheon on the 15th, he deepened his connection with the audience by bowing deeply to thank those who remained throughout his 20-minute speech despite the ongoing rain.
Kim Moonsoo, the presidential candidate of the People Power Party, visited the southern intersection of Gwangjin Bridge in Gangdong-gu, Seoul on the 20th to appeal for citizens' support. 2025.5.20 Photo by Kim Hyunmin
Kim Moonsoo, the presidential candidate of the People Power Party, serves as the dedicated "attacker" against Democratic Party candidate Lee Jae Myung. During his campaign in the Seoul and Gyeonggi regions on the 20th, Kim criticized Lee using harsh terms such as "thief," "criminal," and "coal gas." The key theme running through Kim's speeches is "integrity." He underscores his sincerity by sharing past anecdotes about his inability to tell lies.
His trademark gesture is shouting "I love you all" while making a large heart shape above his head with both arms. Deep bows are also a staple. When Kim kneels and bows deeply on stage with fellow People Power Party lawmakers, the crowd's reaction becomes enthusiastic. However, compared to Lee Jae Myung and Lee Junseok, Kim's speech is slower and his facial expressions are less varied, which can make his speeches seem lengthy. Rather than delivering fresh messages, he tends to repeat the same keywords such as "integrity and honesty" and "president for jobs, ordinary people, and the economy." At a rally in Daegu on the 12th, one supporter frowned and commented, "How many times is he going to say the same thing?"
Lee Junseok, the presidential candidate of the Reform Party, employs an "attack everyone" style, criticizing both of the other candidates. At a rally in Seongsu-dong on the 17th, Lee mentioned "Yoon Suk Yeol's misguided martial law," but also said, "I cannot stand by and watch a relentless populist step into the void he left and ruin Korea." At a rally in Gwangju on the 19th, the day after the presidential candidate TV debate, Lee criticized former President Yoon, saying he "only engaged in political retaliation" and was "destined for prison," targeting the People Power Party. Regarding Lee Jae Myung, he called him "someone who says anything" and "cannot provide grounds for his claims." Lee Junseok's differentiation strategy is to highlight himself as a young politician with "academic background." He is increasing communication with young voters by visiting universities across the country.
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