Ahead of the June 3 local elections and parliamentary by-elections, candidates' unconventional campaign brochures are drawing attention. Woo Sang-ho, the Democratic Party candidate running for Gangwon Province governor, listed his military service number to emphasize a security-focused image, while Lee Jin-sook, the People Power Party candidate for the parliamentary by-election in Dalseong County, Daegu, used a photo of herself in handcuffs to rally hard-line supporters.
According to political circles on the 26th, Woo's brochure carries the phrase "Service number 13346865, Army infantry sergeant, completed full term of duty." The choice is seen as targeting Gangwon, a region facing the truce line with North Korea where many voters are active-duty soldiers and local residents are sensitive to security issues. Alongside a photo from his military days, Woo wrote in the brochure, "Even though the military has changed considerably, barracks life is always stifling and difficult. I will create a Gangwon Province that young people will not leave."
Lee emphasized her image as a fighter against the government and ruling party. The photo featured in her brochure captures the moment she was arrested last October during her tenure as chairwoman of the Korea Communications Commission, after refusing to comply with a police summons over allegations that she had appeared on a conservative-leaning YouTube channel. While the handcuffs themselves are obscured by a cloth draped over them, it is clear that her hands are bound. The photo is accompanied by the phrase, "When liberal democracy was shaken, Lee Jin-sook did not back down."
Ha Jung-woo, the Democratic Party candidate running in the Busan Buk-A by-election, took the unusual step of placing not his own face on the cover of his brochure, but that of Jeon Jae-soo, the previous lawmaker for the district and the same party's candidate for Busan mayor. The photo shows the two embracing, but unlike Jeon's clearly visible face, Ha is shown only from behind. Analysts interpret this as a strategic move, given Ha's relatively weak local name recognition and Jeon's continued strong influence in the area. Ha is using the slogan "Ha Jung-woo, trusted by Lee Jae-myung and Jeon Jae-soo" to maximize the premium of the government and ruling party.
Reform Party candidates have revived the strategy of leader Lee Jun-seok, who pulled off the "Dongtan Miracle" by overcoming an underdog position in the 2024 general election. Lee Sung-jin, candidate for Cheonan mayor, employed the "handwritten letter" approach that drew attention as Lee Jun-seok's signature campaign tactic. Jeong I-han, candidate for Busan mayor, also included a handwritten letter in his preliminary brochure sent earlier, along with the personally written names of approximately 150,000 voters. Kim Ju-yeon, a candidate for the Gwangjin-gu council election, generated buzz online by listing on her résumé that she ranked No. 1 in the online game "MapleStory."
A political insider said, "In local elections where candidate name recognition is relatively low, the way a brochure is presented can change which candidate voters choose." Campaign brochures are sent to each household up to 10 days before the election to ensure voters' right to information and equal opportunity among candidates.
