Successor or homegrown fashion icon? Why Is North Korea showcasing Kim Ju-ae?
Kim Jong-un takes his daughter Kim Ju-ae to the Russian Embassy in Pyongyang on May 9, on the occasion of the 80th anniversary of Victory Day. (Image: KCNA)
When Kim Ju-ae stepped into the public eye for the first time, holding her father’s hand, she was instantly thrust into the global spotlight.
The supreme leader’s appearance with his daughter could give the impression overseas that he is a modern father. But given the male-dominated, hierarchy-oriented culture, people wondered why he appeared with her and not with a son. Was she the successor? Or was he trying to present himself as a warm and caring patriarch?
The first thoughts North Koreans had were, “Why isn’t she at school?” and “How come she is allowed to wear her hair like that?”
Failure to attend school or, for adults, to participate in one’s assigned organization can lead to life-threatening accusations of ideological deviance. Of course, everyone understands she is an exception to the rule, but even so, her attire and long hair, unbefitting for a teenage girl, would likely spark quiet resentment among ordinary citizens.
Since her debut at the launch site of the Hwasong-17 ICBM on November 18, 2022, Ju-ae has been accompanied by a flurry of superlatives in North Korea and unrelenting attention outside of the country. With each subsequent appearance, international media have speculated. Their favored assumption is that she is the designated successor.
Until now in North Korea, the family circumstances of the leader have been shrouded in secrecy. From that perspective, Ju-ae’s repeated public appearances are highly unusual. She has appeared alongside Kim Jong-un at military parades, on visits to generals’ residences, and at ceremonies marking the founding of the armed forces.
The media have said her appearances are a form of succession training. The reason cited is that 60~70% of the official events she attends are related to the military.
Another notable observation is the use of the title “hyangdo.” This refers to a leader who lights the path forward for the people and is historically reserved for a successor.
Other words used to refer to her, such as Respected Child and Most Beloved Daughter, prompt further speculation.
Whether she is being positioned for hereditary succession or whether this is all part of a well-crafted propaganda effort remains unclear. The true intentions behind her emergence remain a mystery and it is premature to firmly say she is being groomed to succeed her father.
Given the way the state employs imagery and symbolism with extreme calculation, her presence may not simply be a declaration of succession. It may be designed to send a multi-layered message.
To begin with, having her accompany him may be intended to construct the image of Kim as a humane leader. The family man image projects him as softer to both domestic and international audiences.This helps to shift the international narrative away from nuclear threats and dictatorship toward that of a normal state.
Regarding her potential as the heir, previously, the future leader in North Korea has been through a long training out of the public eye. This suggests Ju-ae’s current visibility could mean something else.
As noted, nothing publicly released in North Korea is coincidental. Everything carries a specific intent. Clues might lie in how ordinary North Koreans interpret it.
“One thing clear to me is that North Korea would never openly present a successor to the world,” said Lee 0-sung, who once worked in the Department of Propaganda and Agitation—dubbed “North Korea’s mouthpiece”—and now resides in Seoul.
“There is a calculated game here,” he said “Considering the hereditary nature of the Kim family, Kim Ju-ae as successor is impossible. Let’s be real—do you think Kim Jong-un can’t produce a son? Her appearance might simply be a strategy to protect the real successor.”
Another defector who uses the alias Kim Hyun-bin and who is now a chef in South Korea, recalled, “Even 10 years ago, men would change their hairstyles or clothing after watching South Korean dramas. I had friends who bragged about their girlfriends having pretty (using the South Korean word) skin like South Korean girls and dressing like them. When Kim Ju-ae appeared on TV, I’m sure there were girls who copied her style. I think North Korea might be trying to redirect the craze for South Korean fashion.”
The regime has sought to crack down on the public’s exposure to South Korean culture, enacting laws such as the Anti-Reactionary Thought and Culture Act and the Pyongyang Cultural Language Protection Act. Even clothing regulations have intensified in recent years. Yet it may be finding it impossible to counter the attraction of South Korea. Hence the attempt to introduce a Kim Ju-ae craze.
“If Kim Ju-ae is to be the successor, the perception of women would have to change,” said . Kim ○-hyang, who was a nurse in North Korea. “In such a patriarchal society, appointing her would require a seismic cultural shift.”
“I used to get assigned to serve high-ranking officials from Pyongyang who came to conduct inspections,” she said. “One time, I was told by the hospital to look after an official who I was told was sick. That ended in a physical struggle. I returned home with my pants all torn, hiding in fear. Among officials in particular, women are no more than females in the animal kingdom. Kim Jong-un knows this, so if she became the successor, do you think people under her would listen?”
“It’s too early to see her as the heir,” she said. “When I was on the phone with my family, my sister said she wanted to get the leather gloves Kim Ju-ae wore when she appeared on TV. I reckon this is the reaction the regime intends. I think it is trying to make her a star.”
Kim Ju-ae’s role may indeed be less about succession and more about image management, an attempt to channel youth admiration away from South Korean culture and toward regime-approved symbols.
Yet ironically, her polished wardrobe, well-fed face, and fair complexion may backfire, highlighting the gulf between the elite and the struggling masses. Rather than offering a figure to emulate, she may come to symbolize everything that ordinary North Koreans cannot attain.
Jia defected from North Korea in search of basic freedoms, including the right to travel and freely express herself. Her identity as a North Korean has given her a sense of responsibility to represent the voices of her family and hometown friends and is also the reason she has chosen to work as a journalist.
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