South Korea's First Lady is Glamorous in Her Style

Kim Keon Hee, wife of South Korean President Yoon Suk Yeol, is unlike any other first lady to have come before her. While her husband leads the country, Kim seems uninterested in deflecting public attention.

Sometimes she stands out so much that she overshadows those standing next to her. Recently, during a trip to Madrid, Spain, the first lady drew attention for what she wore to accompany her husband to the 2022 Nato summit.

The unique style of South Korean First Lady Kim Keon Hee. Photo: Sohu.

Glamorous from style

Several fashion experts have praised her for her wardrobe choices.

Kang Jin Joo, who served as image adviser to former South Korean President Lee Myung Bak from 2007 to 2008, said the country had never seen such a first lady before.

"Until now, the country's first ladies have highlighted the beauty of modesty and moderation in their outfits. On the other hand, Kim portrays the image of a woman who is elegant, sophisticated, independent and professional," Kang said.

Cho Mi Kyung, CEO of domestic image consultancy CMK Image Korea, agrees.

Some of the outfits worn by the South Korean first lady during her visit to Spain, where her husband attended the 2022 Nato summit. Photo: SCMP, imaeil.

"Kim shows both her first lady dignity and her individuality in her appearance," Cho said, adding that Kim has received a lot of attention not only from the public and media but also in the fields of modeling and fashion.

Behind the mixed public reactions, the first lady's glitz and glamour in fashion remains unchanged.

According to a June 29 survey of 1,000 South Koreans by research organization Data Research, more than half of respondents said "Kim is doing a good job as first lady," while just under half said Kim's role should be "reduced."

In a Next Research survey in June, a month after Yoon Suk Yeol took office, six in 10 respondents said Kim should maintain a humble attitude.

The unique style of South Korean First Lady Kim Keon Hee. Photo: Sohu.

Glamorous from style

Several fashion experts have praised her for her wardrobe choices.

Kang Jin Joo, who served as image adviser to former South Korean President Lee Myung Bak from 2007 to 2008, said the country had never seen such a first lady before.

Cho Mi Kyung, CEO of domestic image consultancy CMK Image Korea, agrees.

Some of the outfits worn by the South Korean first lady during her visit to Spain, where her husband attended the 2022 Nato summit. Photo: SCMP, imaeil.

Behind the mixed public reactions, the first lady's glitz and glamour in fashion remains unchanged.

In a Next Research survey in June, a month after Yoon Suk Yeol took office, six in 10 respondents said Kim should maintain a humble attitude.

Kim Keon Hee's everyday fashion and her conference fashion with her husband became the center of attention. Photo: Iven.

Different from other first ladies in Korean history

Kim Keon Hee is a rare first lady with her own fan club. Her online community on South Korea's largest portal was established in December 2021 and has more than 93,000 members. The fan page "Keon Hee sarang" (Love for Keon Hee) features previously unseen photos of her daily life in and out of the presidential office.

None of her predecessors has attracted as much public attention as Ms Kim since the start of her husband's presidency. South Korean presidents' wives have historically kept a low profile and media coverage is rare.

Cho Jin Man, a professor of political science at Duksung Women's University in Seoul, said Kim cannot be compared to her predecessors because she is unique in many ways, from style, background to personality.

"Most previous first ladies kept a low profile and did not receive much public attention while their husbands were in office. The only exception was former First Lady Lee Hee Ho, wife of the late President Kim Dae Jung.

South Korea still needs a quiet, reserved first lady

Former First Lady Lee Hee Ho created the image of a New Woman because of her past involvement in the women's rights movement. She was more like her husband's career companion than his life partner," said Professor Cho Jin Man.

"Compared to her predecessors, First Lady Kim is very different. She has her own business and is actively working. So I think she will not be satisfied with living in her husband's shadow. I think she should save her energy, look for a role that suits her and consult the presidential office about a possible role, instead of just doing what she wants," the professor added.

In the 1970s, the late First Lady Yuk Young Soo (1950-1974) - mother of former President Park Geun Hye and wife of the late dictator Park Chung Hee - was considered the prototype of Korean first ladies and women.

The former first lady, often seen wearing hanbok, led a simple lifestyle, running charities to help the poor and vulnerable while her husband ran the country for nearly two decades after a military coup in 1961.

Since then, South Korea's first ladies have not strayed far from Yuk's example, remaining full-time housewives, maintaining a modest appearance when their husbands became president.

"Times have changed a lot, but Koreans are still conservative about first ladies. They still prefer a first lady who is invisible, quietly standing behind to help her husband," said Mr. Cho.