As the presidential election campaign officially began Monday, candidates are moving beyond traditional rallies by adopting creative digital strategies, such as gaming, influencer marketing and viral content, to win over young voters ahead of the June 3 vote. These new campaign tactics signal a broader shift in Korea’s political marketing, with candidates increasingly highlighting how online engagement is now as crucial as traditional policy debates. Lee Jae-myung, the Democratic Party of Korea (DPK) candidate, has embraced digital culture by appearing as a character in a PC game set against the backdrop of the National Assembly. This game, released on the party’s youth policy platform Blue Quest, references the Dec. 3 martial law declaration issued by now-impeached former President Yoon Suk Yeol. The game clearly reflects Lee’s core campaign theme of ending the insurrection conducted by the impeached president and achieving political reform. The interactive format is designed to engage younger voters by blending political messaging with entertainment, making complex policy issues
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