Satire, selfies, and 'SNL': Korean presidential hopefuls dive into entertainment politics

Han Dong-hoon, a leading presidential contender and former chair of South Korea’s ruling People Power Party, became the talk of the nation this week ahead of an appearance alongside his doppelganger on "SNL Korea" — the local adaptation of the sketch comedy show "Saturday Night Live".

The buzz started Tuesday when Han posted a photo on Facebook with comedian Jung Sung-ho, known for his spot-on impersonations of the candidate. In the image, Jung mimics Han’s signature hairstyle, glasses and gestures as the two share an awkward glance inside a convenience store. The segment had not yet aired as of press time, but the photo ignited chatter across social media and news platforms.

“The broadcaster approached us first,” said an official from Han’s campaign. “With the election coming up, they clearly saw ratings potential. Han also saw it as a good opportunity for exposure. Especially with satire, you can’t avoid politically sensitive themes — and if you can’t avoid them, sometimes the best strategy is to confront them head-on.”

Han is the latest in a string of People Power Party figures to appear on the show, stepping up efforts to stand out — not just with policy, but with personality. Kim Moon-soo, a former labor minister, and Hong Joon-pyo, a former mayor of Daegu, also recently participated. Kim lampooned his own viral remarks, while Hong took sharper aim at his rivals — calling Democratic Party front-runner Rep. Lee Jae-myung a “thug” and labeling Han a “narcissist.” Hong also turned a past scandal involving political power broker Myung Tae-kyun into a pun, playing off Myung’s name in a three-line joke.

Beyond television, candidates are increasingly taking direct control of their public image through social media. Rep. Lee Jun-seok, the Reform Party’s leading candidate, is said to personally manage his Facebook and Instagram accounts. This week, Lee posted a condolence message following the death of Pope Francis, using his own baptismal name, Andrea — a rare personal touch in South Korean political messaging.

Hong Joon-pyo, who began using Facebook in 2011, is a strong believer in the power of social media.

“He sees social media as the most efficient way to share his views. For security reasons, he doesn’t share access or passwords with any aides — he manages everything himself,” said an official from Hong’s campaign.

“Of course, he’s sometimes unfamiliar with newer platforms like Instagram or YouTube. When that happens, his team explains the unique features of each platform and tailors the content accordingly,” the official added.

Presenting a more human and relatable side has become a central theme in digital outreach efforts. Han Dong-hoon, for instance, often livestreams from his car — casually or fashionably dressed — talking to viewers about topics ranging from policy to personal stories, like how he purchased a favorite wristwatch.

“These are mostly his own ideas,” said an aide from Han's campaign. “There’s no production crew or heavy editing. He wants it to feel real.”

Though Han polls in the single digits, his online fan base is among the largest — over 92,000 members — second only to Lee Jae-myung’s 211,000. Earlier this week, Han hit the maximum legal fundraising cap of 2.94 billion won (about $2.1 million) just 11 hours after opening his campaign’s donation page.

But not every digital venture has been well received.

Former People Power Party candidate Rep. Na Kyung-won faced public criticism after uploading a video on YouTube falsely implying that the band Coldplay had endorsed her during their recent Seoul concert.

The footage featured the band wryly observing that Korea has been without a president both times they visited the country, and nominating their drummer, Will Champion, as a candidate. Following backlash over her post, Na’s team removed the video with a caption stating the clip was “a simple promotional video unrelated to any intent on the part of Coldplay.”

“It’s unlikely she made or even reviewed the video herself, given the editing quality and her tight schedule during the campaign,” said a source who has worked on public relations strategy teams within the National Assembly.

“Many lawmakers now rely on social media teams, but that doesn’t mean they’re personally and directly involved. Some are hands-on, but others leave it entirely to staff.”

Yet, many campaign strategists underscore that the boundary between political campaigning and content creation is becoming increasingly blurred — not because policy is being sidelined, but because the way it is delivered is evolving.

“Of course, developing solid policies is the foundation — that goes without saying,” said a media strategist from one of the presidential contenders’ campaign teams, who said he has worked at the National Assembly since 2017.

“But you can’t afford to overlook how those policies are communicated. If no one’s paying attention, even the best ideas won’t land. In this environment, reaching voters through a range of channels isn’t optional — it’s essential.”