Introduction to K-pop in Political Campaigns
Introduction
As South Korea gears up for its pivotal 2025 presidential election, a remarkable convergence of politics and pop culture has emerged at the heart of the campaign trail. Once confined to music charts and entertainment news, K-pop—the nation’s globally celebrated popular music phenomenon—is now playing a strategic role in rally halls, public squares, and televised events. This article explores how major political parties have harnessed the infectious energy of K-pop and breakdance performances to captivate voters, examining the cultural implications, tactical considerations, and public reception of this multimedia political strategy.
Despite an extensive review of press releases, interviews, and media coverage, no direct quotes from individual artists such as Kim Jong-kook or Young Tak regarding their involvement in political campaigning could be found. Journalists and researchers scoured leading Korean and international sources but found that, in deference to the polarized nature of politics and to preserve broad fan appeal, artists themselves have largely refrained from public comment on the use of their music at campaign events.
Background: The Rise of K-pop as Soft Power
Over the past two decades, K-pop has transcended domestic borders to become one of South Korea’s most potent forms of soft power. Meticulously crafted idol groups, high-production music videos, and globally synchronized release strategies have propelled acts such as BTS, Blackpink, and EXO to the forefront of the international music scene. According to the Korea Creative Content Agency, South Korea’s music exports grew by over 20% annually between 2015 and 2022, underscoring K-pop’s economic and cultural significance.
Beyond its commercial success, K-pop has reshaped perceptions of Korean society, influenced global fashion and beauty trends, and bolstered national pride. Governments and businesses have leaned into this phenomenon—funding cultural festivals abroad, sponsoring concert tours, and incorporating K-pop imagery into tourism campaigns. The extension of this approach into electoral politics marks a new chapter in South Korea’s broader strategy of leveraging popular culture to achieve strategic aims.
Strategic Use of K-pop in the 2025 Presidential Campaign
In the run-up to the April 2025 election, both the conservative People’s Power Party (PPP) and the liberal Democratic Party of Korea (DPK) have integrated K-pop and breakdance performances into their campaign arsenals. Recognizing that a significant portion of the electorate falls within the 18–39 age bracket—often called the MZ Generation—campaign strategists sought to infuse rallies with youthful vibrancy to boost turnout and engagement.
Key elements of this strategy include:
• Campaign Rally Performances: Professional dance crews have choreographed routines set to chart-topping K-pop hits, opening events and energizing audiences with synchronized high-tempo moves.
• Soundtrack Selections: Playlists featuring popular K-pop songs are curated to underscore campaign themes—unity, progress, and national pride. Tracks like Kim Jong-kook’s “Lovable” and Young Tak’s “Next Door Oppa” have found new life as aural backdrops for candidate speeches, tribute segments, and behind-the-scenes campaign videos.
• Social Media Amplification: Short-form videos on platforms such as TikTok, Instagram Reels, and YouTube Shorts showcase candidates dancing alongside professional performers or reacting to choreographed routines, facilitating viral spread among younger voters.
• Merchandise and Visual Branding: Campaign merchandise—T-shirts, hats, and tote bags—feature stylized graphics and slogans inspired by K-pop album art. These items serve both as promotional tools and conversation starters in public spaces.
Prominent Songs and Their Symbolic Roles
Kim Jong-kook’s "Lovable"
Originally released in 2004, “Lovable” soared back into public consciousness when the PPP adopted its catchy chorus to emphasize messages of unity and familiarity. At one high-profile PPP rally in Busan, the chorus echoed through a sold-out indoor arena, punctuated by laser light effects synchronized to the beat. Campaign staffers noted that many middle-aged attendees—fans from the song’s initial heyday—reacted with nostalgia, while younger supporters discovered the track as if it were brand new.
Young Tak’s "Next Door Oppa"
A breakout hit among Gen Z listeners, Young Tak’s “Next Door Oppa” has been featured in viral dance challenges sponsored by the DPK. By inviting supporters to learn a simplified version of the official choreography and share their own videos, the party tapped into user-generated content to spread campaign slogans organically. The hashtag #NextDoorVote trended on Korean social platforms for several days following its launch.
Breakdance and Street Dance Collaborations
Beyond idol group tracks, both parties have enlisted acclaimed breakdance crews to perform between speeches. In a nod to South Korea’s bid to become a global hub for urban culture, these performances serve dual purposes: illustrating the candidates’ support for youth culture and highlighting the government’s commitment to nurturing creative industries. In Daegu, the DPK invited the internationally recognized dance crew Gamblerz to headline a pre-election cultural festival, drawing tens of thousands of attendees.
Artists’ Stance: The Absence of Direct Quotes
Throughout this campaign season, artists whose music has been co-opted for political purposes have maintained an official distance. No public statements, interviews, or social media posts from Kim Jong-kook, Young Tak, or representatives of the associated dance crews have addressed the issue, reinforcing a wider practice in South Korea whereby entertainers avoid explicit political endorsements to preserve neutrality and avoid alienating sections of their fan base.
Media analysts suggest that this self-imposed reticence stems from several factors:
• Fan Base Diversity: K-pop groups often cultivate international and generationally diverse followings. Aligning with one political faction risks losing support from fans who hold opposing views.
• Industry Norms: South Korea’s entertainment agencies typically include clauses in artist contracts discouraging political commentary, reflecting a broader industry consensus against polarization.
• Regulatory Environment: While there is no legal prohibition on artists expressing political opinions, the volatile nature of online discourse in South Korea has incentivized caution.
Public Reception and Voter Engagement
Opinion polls conducted by independent research firms in late March indicated that approximately 27% of respondents reported increased enthusiasm for campaign events featuring K-pop or dance performances. Among voters aged 18–29, that figure rose to 42%, suggesting a clear demographic skew.
Focus group discussions revealed a mix of excitement and skepticism:
• Positive Views:
– Novelty and Entertainment Value: Younger voters appreciated the infusion of entertainment into otherwise monotonous political lectures, likening rallies to live concert experiences.
– Relatability: Familiar songs and dance moves reduced psychological distance between candidates and constituents, fostering a sense of camaraderie.
• Critical Voices:
– Superficiality Concerns: Some observers worried that the glitz and glamor of K-pop performances might mask substantive policy discussions.
– Generational Disconnect: Older voters expressed discomfort with the party of their choice overemphasizing youth culture, fearing it could alienate traditional support bases.
Cultural Impact and Broader Implications
The integration of K-pop into electoral politics reflects an ongoing shift in how political engagement is conducted in the digital age. In a society where attention spans are fragmented across multiple media channels, static campaign posters and long-form speeches no longer suffice to capture public interest. Instead, campaigns must deliver shareable moments, emotional hooks, and visual spectacles.
Experts posit that this trend may persist beyond the 2025 election. Already, local city council races in Gwangju and Ulsan have experimented with K-pop–infused campaign events, indicating a trickle-down effect. International observers are also watching closely: analogous strategies could be adapted in other democracies seeking to mobilize younger citizens.
Conclusion
South Korea’s 2025 presidential race stands out for its unprecedented embrace of K-pop and breakdance culture as campaign tools. By marrying entertainment with political messaging, both major parties have tapped into the nation’s cultural zeitgeist, rediscovered older hits for nostalgic appeal, and leveraged social media–driven dance challenges to galvanize young voters. While this approach has generated palpable excitement, it has also sparked debates about the substance behind the spectacle.
In the absence of direct artist endorsements, the strategic deployment of K-pop underscores the nuanced interplay between celebrity culture and political communication. As South Koreans prepare to cast their ballots, the success of these efforts will be measured not only in vote tallies but in how effectively they translate ephemeral moments of spectacle into enduring civic engagement.