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 These days, however, customers at a cafe in the center of South
Korea can find an image of the North Korean leader staring up at
them from their coffee cups.
Since a beaming Kim held a summit in April with South Korean
President Moon Jae-in, the In & Out cafe in Jeonju city, three
hours south of the capital Seoul, has been serving lattes
decorated with frothy images of the two leaders.
A sign also offers customers the chance to take a photo and be
featured on latte foam along with Kim and Moon.
"I watched the inter-Korean summit and was very impressed," said
owner Kim Jeong-il, who coincidentally shares his name with Kim
Jong Un's father. "My shop is named 'In & Out,' and I made (the
latte) praying for peace in the hope that we would be able to go
'in and out' of South Korea and North Korea."
Few other businesses seem to be willing to risk using Kim's
image, but in the wake of the April summit, where Kim came
across as an affable young man, more South Koreans are changing
attitudes toward a leader who has threatened to destroy Seoul.
Besides raining invective on the South and its leaders since he
took power in Pyongyang in 2011, Kim has been accused of
ordering the killing of his uncle and half-brother and of scores
of officials suspected of disloyalty.
According to a Gallup Korea survey released on June 1, Kim's
overall favorability among South Koreans rose from 10 percent in
March to 31 percent in May. An earlier Gallup Korea survey
conducted after the April summit showed that 65 percent of
respondents had a more favorable view of Kim after the summit
than before.
Kim's popularity in South Korea is likely to have increased even
more ahead of a summit next week with U.S. President Donald
Trump in Singapore.
Moon told Kim during a second inter-Korean summit in May that
the North Korean leader had "gained a lot of popularity in South
Korea recently," to which Kim responded: "That is a relief."
WORKOUT INSPIRATION
In the past, South Korea has blocked some web sites and arrested
and even prosecuted citizens under a security law that bans
"praising, encouraging, or propagandizing" North Korean
entities.
As recently as 2013, more than 100 people were arrested under
the law, although the U.S-government funded Freedom House says
that number dropped to seven last year.
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That, along with Kim's reputation, may make many businesses think
twice about trying to capitalize on the buzz.
But the Gym88 kickboxing gym in Seoul has been using Kim's image for
two years, albeit in a not very complimentary way.
"You've got to lose some weight too," says the banner for the gym,
which shows a photograph of the portly North Korean leader next to a
bikini-clad woman.
A trainer who declined to be named said that despite the law and
emotional opinions of Kim, there had been no criticism of the gym
since it put up the banner.
Analysts say Kim went out of his way to defuse hostility during his
recent appearances, and image consultant Park Young-sil says that he
"made the most effective use of the power of the smile through this
inter-Korean summit."
Kim Jong Un "strategically chose air-kisses during the second
meeting in order to express how he feels psychologically closer to
Moon based on mutual trust," she said.
Not everyone is happy with the more positive image of Kim in the
South.
The North Korean leader is a "demon," said Kim Sang-jin, a former
South Korean soldier turned anti-North Korea protester.
The South Korean government and the press is "fooling the citizens"
and emphasizing only the soft side of Kim in order to make the
U.S.-North Korea summit happen and put on "a fake peace show," Kim
Sang-jin said.
At his cafe in Jeonju, meanwhile, Kim Jeong-il said some
anti-communist critics had complained about his Kim Jong Un-themed
coffee, but overall the response had been positive, with around 20
people a day specifically looking for the Kim latte.
(Reporting by Jeongmin Kim and Hyun Young Yi; Editing by Josh Smith
and Raju Gopalakrishnan)
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