Branding expert Sohn Hye-won, who now works for the main opposition New Politics Alliance for Democracy (NPAD), has launched a so-called “self-diss” campaign in an attempt to broaden the NPAD’s appeal to voters.
On Thursday she showed how she adopted the strategy for party chairman Moon Jae-in, which shows him apologizing for “lacking in strong charisma.” The former presidential secretary in the late President Roh Moo-hyun’s Cheong Wa Dae starts out with the apology and explains his life and career as a human rights lawyer-turned-politician.
Sohn also depicts veteran NPAD lawmaker Rep. Park Jie-won apologizing for stressing “Honam, Honam.” The southwestern region is the electoral support base underpinning the NPAD.
“We hope to obtain the voters’ hearts through self-repentance first, and by forgoing a lot of the vested interests,” said Sohn.
The NPAD has recruited Sohn, responsible for many names of Korean products, including soju
Cheoeum Cheoreom (Like the First Time),
and apartments, including Hillstate, to better promote the party. The ruling Saenuri Party has recruited another brand expert, Cho Dong-won.
The NPAD’s popularity of 22 percent lags the Saenuri Party’s 41 percent recorded in the Gallup Korea poll done in the third week of July.