Did you know that the current popularity of the MBTI personality test in South Korean society goes beyond lifestyle and fortune-telling trends, having permeated the realm of national politics as well?
South Korean politicians have seriously adopted MBTI as a key election campaign strategy to break down the rigid, traditional political image, making themselves appear more approachable and friendly to ordinary people.
Importantly, it serves as a tool to target the younger voter base, the MZ Generation, which includes both Millennials (Gen Y) and Gen Z, reducing generational gaps, stimulating public interest, and helping voters relate. It is also used to analyze personal strengths to show how their personalities suit policy advancement and problem-solving for the country.
The use of MBTI in campaigning was clearly evident during the 2022 presidential election when many candidates tried to attract young voters by disclosing their MBTI results online.
Then-presidential candidate Yoon Suk-yeol announced on his policy promotion website that he was an "ENFJ," a personality type of a compassionate, charismatic, and determined leader, comparable to former U.S. President Barack Obama. Meanwhile, his main rival, the current President Lee Jae-myung, also took the test but revealed only partial results and was analyzed as an “ISTJ.”
This political trend continued through the 2025 elections, when the conservative People Power Party incorporated MBTI into their live candidate debates, a rare occurrence for a national party to use such trends in key events.
All eight candidates were asked to reveal their personality types to introduce themselves to viewers. Former party leader Han Dong-hoon, former Labor Minister Kim Moon-soo, MP Ahn Cheol-soo, and Incheon Mayor Yoo Jung-bok all identified as "ENTJ," natural leaders with vision, emphasizing their goal-oriented leadership and readiness to push policies if elected.
Meanwhile, MPs Na Kyung-won and former MP Yang Hyang-ja identified as "ENFJ," prioritizing feelings over thoughts. Yang compared herself to warm leaders like former President Obama, South African activist Nelson Mandela, and Oprah Winfrey. Na added that this group is highly responsible.
Additionally, Lee Cheol-woo, Governor of North Gyeongsang Province, identified as an "ESFJ," a caring caretaker type, and former Daegu Mayor Hong Joon-pyo revealed himself as a decisive "ESTJ" during his 2022 campaign.
These phenomena interestingly reflect the psychological foundation of South Korean society. Professor Lee Myung-jin, a sociologist at Korea University, explained that Koreans live amid constant pressure and competition within limited resources and geography, leading to high anxiety and a need for emotional support to seek self-identity.
Moreover, Kim Jae-hyung, chief researcher at the Korean MBTI Institute, added that South Korea is a collectivist society valuing community belonging. Thus, MBTI is adapted as a tool to understand others, learn interaction methods, reduce conflicts, and build collaborative energy in relationships.
It can be said that MBTI in South Korean society is evolving into a new and influential political language. In an era when voters want more than policy leaflets, MBTI acts as a bridge connecting representatives and the public.
When politicians learn to disclose their four-letter MBTI codes, politics, once harsh and mudslinging, is viewed through a diverse lens and may convey a message that "we understand everyone’s differences."
At the same time, the public can see the humanity within politicians more clearly. From this perspective, integrating MBTI into politics may be a significant step toward a more open, vibrant South Korean democracy driven by greater human understanding.
ReferencesKorea Herald,Korea Times
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