Major parties tap K-pop to energise voters in S. Korea presidential race

In South Korea's high-stakes presidential campaign, K-pop is not just a cultural backdrop—it is a political strategy.

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Both major parties are leaning on Korean pop hits to energise voters, blending choreography and catchy lyrics with political messaging. Among the favourites at campaign rallies are Kim Jong-kook's Loveable and Young Tak's Next Door Oppa, which are now fixtures at events across the country.

But unlike the last US presidential election, where former vice-president Kamala Harris secured endorsements from Beyoncé and Taylor Swift, South Korean artistes have shied away from direct campaigning that risks alienating fans.

The opposition Democratic Party has deployed a 48-member "Shouting Korea" team, which travels nationwide in mobile units designed to create festive, street-level rallies. Their goal is to produce crowd-friendly events using choreography and classic Korean pop songs before and after party nominee Lee Jae-myung takes the stage.

The conservative People Power Party has taken a similar approach, with candidate Kim Moon-soo's campaign team choosing retro hits like Loveable over songs by current idols.