Presidential campaigns go digital with games, influencers
A scene from a Blue Quest game, where the Democratic Party of Korea unveils its youth policy, shows DPK presidential candidate Lee Jae-myung scaling the National Assembly fence to vote against martial law on Dec. 3, after now-impeached President Yoon Suk Yeol issued the ill-fated declaration. Captured from Blue Quest
As the presidential election campaign officially began Monday, candidates are moving beyond traditional rallies by adopting creative digital strategies, such as gaming, influencer marketing and viral content, to win over young voters ahead of the June 3 vote.
These new campaign tactics signal a broader shift in Korea’s political marketing, with candidates increasingly highlighting how online engagement is now as crucial as traditional policy debates.
Lee Jae-myung, the Democratic Party of Korea (DPK) candidate, has embraced digital culture by appearing as a character in a PC game set against the backdrop of the National Assembly. This game, released on the party’s youth policy platform Blue Quest, references the Dec. 3 martial law declaration issued by now-impeached former President Yoon Suk Yeol.
The game clearly reflects Lee’s core campaign theme of ending the insurrection conducted by the impeached president and achieving political reform. The interactive format is designed to engage younger voters by blending political messaging with entertainment, making complex policy issues more accessible and memorable.
Recognizing the influence of social media on the young generation, Lee’s campaign has also recruited popular online influencers to boost visibility and encourage voter turnout.
His campaign team is actively utilizing short video content, known as shorts, to spread campaign slogans and messages rapidly across platforms such as YouTube and Instagram, which are among the most popular online platforms. This approach leverages the country’s high social media penetration and taps into the trend-driven inclinations of the younger demographic.
An image of a web game featuring Lee Jun-seok, presidential candidate of the minor conservative Reform Party / Captured from givemoney.kr
Lee Jun-seok, the youngest presidential candidate from the Reform Party, is also employing a fresh approach by using digital technology to engage voters.
The candidate appears as a penguin mascot in a web game developed by his supporters and has launched a dedicated communication app, Juns Talk. The app introduces his policies in a playful, interactive way, further blurring the line between politics and entertainment. By incorporating gamification and direct digital communication, Lee aims to foster active participation and dialogue with voters.
Unlike the other two candidates, Kim Moon-soo of the People Power Party (PPP) adopted a relatively less tech-savvy campaign approach, which aligns with his focus on targeting voters in their 60s and older.
The candidate has chosen a more traditional route by adapting popular songs into campaign jingles. His campaign teams perform at bustling markets, combining familiar melodies with Kim's campaign slogans.
He has centered his campaign on policies targeting older voters. Notably, he pledged to provide free bus rides for those aged 65 and older during off-peak hours, in addition to existing free subway fares, and promised that 25 percent of new public housing will include older adult-friendly facilities.