'Finger Hearts' Instead of Symbols: 'K-Culture' Shakes Up Colombian Presidential Race

[Anchor]

In the Colombian presidential election, Korean cultural content, or K-Culture, has emerged as a key strategy for a presidential candidate. It is now being watched as a major variable that could determine the outcome of the runoff election.

Kim Young-ah reports on how this came to be.

[Reporter]

Spanish subtitles flow over an upbeat K-pop video.

This is a promotional video for candidate Cepeda of the ruling leftist party in the Colombian presidential election, created and distributed on social media by Colombian K-pop fans who support him.

[Representative of a Colombian 'K-pop fan movement': We have learned many things not only through our history but also through K-pop groups like BTS. We are trying to express that.]

They are creating memes depicting candidate Cepeda as a protagonist in a Korean drama to spread on social media, or creating short-form videos featuring K-pop music to promote the Cepeda camp's pledges for free education and expanded social security, creating a viral effect.

The 'finger heart,' a gesture synonymous with K-Culture, has become a symbol of the Cepeda camp.

[Local news anchor: Why has the finger heart appeared in the election campaign?]

[Local commentator: The (K-pop) finger heart embodies the meanings of respect, freedom, and openness.]

In South America, Korean dramas consistently sweep the top spots on Netflix rankings whenever they are released.

In Mexico, the president even stepped in personally to host a K-pop group's concert.

Candidate Cepeda, who had been leading the presidential race, suffered an unexpected reversal in the first round of voting late last month, finishing in second place.

As a result, he has joined forces with a fandom that is passionate about the spirit of resistance and social messages embedded in K-pop to attempt a turnaround.

With the runoff election approaching on the 21st, all eyes are on how much influence K-Culture, which has emerged as a major campaign strategy, will have.

(Video Editing: Jo Mu-hwan, Video Source: YouTube HYBE LABELS, YouTube KQ ENTERTAINMENT)
※ Please note: This article was translated by AI and may contain errors.