Lee Jae-myung, Kim Moon-soo turn to pets in image makeover push

Democratic Party of Korea candidate Lee Jae-myung, left, holds a dog handed to him by a citizen during a campaign stop in Gangjin County, South Jeolla Province, Sunday, while People Power Party candidate Kim Moon-soo cradles a dog during a visit to an animal hospital in Daegu, Monday. Newsis and Courtesy of Kim Moon-soo’s campaign

With the June 3 presidential election campaign officially underway, candidates are increasingly turning to pet-friendly imagery to shift public perception.

Lee Jae-myung of the Democratic Party of Korea and Kim Moon-soo of the People Power Party, both known for their combative reputations, have recently been seen cradling dogs in public in an attempt to project a warmer image.

Lee was photographed holding a small dog handed to him by a local during a campaign stop in South Jeolla Province on Sunday. The image of the candidate smiling gently while holding the animal was widely shared across media outlets.

A similar scene played out days earlier in North Chungcheong Province, where he again posed with a supporter’s pet.

Kim made a quiet stop on Monday at an animal hospital in southeastern city of Daegu, where he met with shelter staff and held several rescue dogs, including one that had lost a leg due to frostbite.

The visit, originally planned during his regional campaign swing, was postponed due to ongoing negotiations over conservative candidate unification.

“This was aimed at reaching out to younger voters and softening the candidate’s traditionally tough image,” a Kim campaign official said. “It was also an opportunity to listen to concerns ahead of drafting pet-related policies.”

Pet-centered outreach

Presidential candidates have increasingly embraced pet-centered outreach in recent elections. In 2022, then-candidate Yoon Suk Yeol, known for his love of dogs, visited a guide dog training center and made multiple public appearances with pets.

Lee appeared on a YouTube channel dedicated to animal welfare. With an estimated 15 million pet owners in Korea, the strategic use of animals in political marketing has grown in importance.

However, such efforts have also drawn skepticism. Both Yoon and former President Moon Jae-in faced criticism for not keeping gifted pets during their presidencies.

Lee himself sparked controversy when he left behind a rescue dog, named Haengbok, after transitioning from mayor of Seongnam to governor of Gyeonggi Province.

Kim, too, came under fire last year while leading the Economic, Social and Labor Council when he said that “raising a dog can’t be called happiness unless you’ve raised a child.” Despite this, he is known to have adopted and raised rescue dogs both during his childhood and during his time as a governor.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.