In the staid world of South Korean politics, a 36-year-old entrepreneur with no experience in public office is a highly unconventional choice to head up a major party, yet that is who the conservative opposition People Power Party chose as its leader at its convention earlier this month. Lee Jun-seok entered the race as an underdog but went on to best four well-established rivals, including two veteran lawmakers, and become the youngest-ever leader of a mainstream political party in the history of South Korean democracy.

Lee takes the PPP’s helm at a pivotal time, as the party gears up for the March 2022 presidential election. Incumbent President Moon Jae-in and his progressive Democratic Party have faced a political backlash in recent months, mainly from young South Korean voters in their 20s and 30s. Much of their discontent is fueled by skyrocketing housing prices and an economic playing field that seems tilted…

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