Can North Korea cover up its brutal regime with lipstick diplomacy?
While Pyongyang rebrands itself at the Winter Games with Kim Jong-un’s younger sister and its ‘army of beauties’, analysts warn that little has changed
North Korea’s rebranding campaign has gained purchase on the Olympic stage and won lavish media attention, but to bear the kind of fruit that really matters Pyongyang will have to do more than just smile and bat its eyes.
On Wednesday, Seoul approved a US$2.6 million budget to cover the cost of food, lodging, transport and more for North Korea’s 229 cheerleaders, its 30 taekwondo performers and all 140 members of its Samjiyon Orchestra. The announcement came a day after North Korean leader Kim Jong-un praised the South Korea’s hospitality at the Winter Olympics, commenting on the “warm climate of reconciliation”.
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News of the payment left some feeling fleeced. Sunny Chyun, an artist who works in central Seoul, said, “It’s like a vanity act for South Korea and a charity act for North Korea.”
But others saw it as a rare opportunity.
“I think it’s a good idea,” said Mia Lee, who works at a tourism company in Seoul. “It’s an Olympic event for peace and a type of non-governmental contact. It at least shows good intentions towards the North. Even though their leader is crazy, that doesn’t mean that everyone from the North is crazy. This gesture will create a positive effect, so I support it.”