Yoon Suk-yeol brushes with hoi polloi to improve his image, ratings

Politics

Published: 25 Aug. 2022, 17:22

Yoon Suk-yeol brushes with hoi polloi to improve his image, ratings

President Yoon Suk-yeol, right, takes part in a sesame oil vendor’s live commerce broadcast during a visit to the Amsa Complex Market, a traditional market in Gangdong District, eastern Seoul, Thursday. [PRESIDENTIAL OFFICE]

President Yoon Suk-yeol is working on his man of the people image with activities that have him brush shoulders with the hoi polloi.

On Thursday, Yoon visited the Amsa Complex Market in Gangdong District, eastern Seoul to meet merchants, deliverymen and small business owners.

He presided over a meeting on the economy and livelihood issues at the market and promised support for small businesses and the self-employed.

"Small businesses and self-employed merchants are facing difficulties from a decline in sales and an increase in debt due to the Covid-19 pandemic," said Yoon, "and I believe properly taking care of these people is the whole reason for the existence of the state and the government."

He promised to help with debt adjustments in the short-term and find ways to support the competitiveness of small business owners.

Yoon made a surprise, somewhat stealthy appearance on a Naver live commerce broadcast with Minister of SMEs and Startups Lee Young later Thursday.

Yoon, while not appearing on the broadcast, was heard by some 50,000 viewers saying that he ordered sesame oil yesterday from the vendor at the traditional market to encourage live commerce purchases.

In the past, Yoon often said he doesn't like to do things just for show, criticizing predecessor Moon Jae-in for doing so.

But after his approval ratings dipped below 30 percent at the end of last month, Yoon promised to make changes at a press conference last week marking 100 days in office.

"I will do my best to completely reform myself," Yoon told reporters on Aug. 17. "I will pour all my energy into securing a growth engine for our economy while putting the livelihoods of the people first."

Last Thursday, he met with people with developmental disorders at the Choong Hyun Welfare Foundation in Gangnam District, southern Seoul, and observed its art classes and webtoon academy. He pledged better government support for people with development disorders.

On Tuesday, Yoon visited an underground rainwater tunnel in Yangcheon District, western Seoul, addressing the havoc caused by heavy rainfall and flooding earlier this month. He initially received flak for staying at home on the day of torrential rainfall that killed at least 10 people.

Presidential officials said that the president's latest activities, however, are not just photo opportunities and reflect his genuine desire to visit each site.

A key presidential official said, "We are no longer holding back and trying to show the president's unique affability."

President Yoon Suk-yeol sits in on an art class for people with developmental disorders at the Choong Hyun Welfare Foundation in Gangnam District, southern Seoul, on Aug. 18. [JOINT PRESS CORPS]

Yoon also changed the format of his daily "doorstepping" sessions with media on his way to work. Previously, he was bombarded with questions from journalists upon entering the building and often adopted a defensive tone. Recently, he switched to coming with prepared remarks, improving his messaging.

For example, on Tuesday, Yoon focused on the tragic suicide of a mother and her two daughters in Suwon, Gyeonggi, and promised "special measures" to protect other underprivileged people who between the cracks of the welfare system.

First lady Kim Keon-hee paid her respects at the funeral for the family of three at a hospital in Suwon Thursday.

The presidential office's efforts to improve Yoon's public image appear to be paying off with improvements in his public approval ratings in recent days.

After sinking to below 30 percent in early August, unusually low for a president 100 days into his term, Yoon's approval ratings have rebounded somewhat in multiple surveys including the latest one released Thursday.

According to the survey conducted by pollsters Embrain Public, Kstat Research, Korea Research and Hankook Research on 1,001 adults nationwide from Monday to Wednesday, Yoon's approval rating was 32 percent, a 4 percentage point increase from 28 percent in the second week of August.

His disapproval rating dropped two percentage points from two weeks ago to 63 percent.

BY SARAH KIM [kim.sarah@joongang.co.kr]