Behind the scenes, Korea’s presidential candidate spouses quietly redefine campaign roles

Kim Hye-kyung, right, wife of Democratic Party of Korea presidential candidate Lee Jae-myung, and Seol Nan-young, wife of People Power Party presidential candidate Kim Moon-soo, hold hands during a ceremony marking the 70th anniversary of the central lay association of the Jogye Order of Korean Buddhism at The Shilla Seoul hotel, May 12. Yonhap

With Korea's presidential election reaching its critical juncture, an intriguing contrast is emerging in the campaign strategies of the leading candidates' spouses.

The spouses of the two leading candidates — Kim Hye-kyung, wife of Democratic Party of Korea candidate Lee Jae-myung, and Seol Nan-young, wife of People Power Party candidate Kim Moon-soo — are deploying a quiet, understated approach instead of flashy public displays.

Kim has centered her role on religious outreach and volunteer work. Since Lee’s nomination, she has visited various religious sites, including the Cheongryeon Temple in Yangju, Gyeonggi Province; Myeongdong Cathedral in Seoul; and Bulguk Temple in Gyeongju, North Gyeongsang Province. Her visits have remained largely unpublicized, which her aides describe as a quiet tour to connect with local communities away from the media spotlight.

She has also taken part in community service activities, such as serving meals at older adult centers in Gwangju, and held a private meeting with bereaved families at the May Mothers House. Notably, she has coordinated her schedule to avoid overlapping with Lee’s appearances, such as skipping the May 18 commemorative event attended by the candidate himself.

Born to a middle-class family in Seoul, Kim studied piano at Sunhwa Arts High School and Sookmyung Women’s University. Although she initially opposed Lee’s political ambitions, she eventually supported him throughout his terms as Seongnam mayor and Gyeonggi Province governor. She has co-authored a cookbook and appeared alongside Lee on television programs. Her aides say she now supports him actively as a political partner.

Kim’s decision to avoid the spotlight is seen as a cautious response to past controversies involving presidential spouses. Following former first lady Kim Keon Hee’s media scrutiny, Kim has adopted a more restrained approach, especially as she is currently appealing a court ruling over the alleged misuse of a government credit card during Lee’s time as Gyeonggi Province governor.

Seol, meanwhile, is taking a more visible and engaged approach. A former union leader and longtime companion in Kim Moon-soo’s political and activist journey, she has been active at events and in the media. On May 12, she and Kim Hye-kyung both attended a ceremony marking the 70th anniversary of the central lay association of the Jogye Order of Korean Buddhism.

She recently appeared on a YouTube channel, where she spoke about her husband’s values and character. Highlighting his frugal nature, she recalled his upbringing in a Confucian household and described him as upright and principled.

Seol is also actively engaging in outreach to the southwestern region. Born in Goheung, South Jeolla Province, and a graduate of a high school in Suncheon, she attended the Honam Future Forum in Seoul on May 14 and said she could best understand the concerns of voters from the region.

Her modest appearance reflects her roots in labor activism — often dressed in understated attire with minimal accessories. According to her aides, she frequently visits facilities and communities that Kim Moon-soo cannot reach directly, including religious centers such as Gwanmun and Wonhyo temples.

Rather than competing for visibility, both women appear committed to supporting their husbands in ways that reflect their respective backgrounds and personalities. Whether through quiet service or public appeals, their efforts offer a glimpse into the personal dimensions of each campaign, and how each candidate is supported by a spouse navigating her own role on the trail.