Kim Jong Un's sudden change of tack toward down-to-earth approach

First Secretary of the Workers’ Party of North Korea Kim Jong Un, who had been bent on drills designed to strike the South Korean capital city of Seoul merely three days earlier, visited the Mirae Shop and Health Complex building in Pyeongyang, whose construction was recently completed, alongside with his wife Rhee Seol-ju

and sister Kim Yo Jong.

Of the 33 public activities that Kim made this year, this marks the first move relevant with the livelihood of people since his last visit to the textile and food factories in January. The North Korean leader had focused on moves designed to escalate military tensions in the face of the international sanctions against the regime in the wake of the fourth nuclear test in January and the launch of long-range missiles in February.

The North Korean daily Rodong Sinmun reported on Monday that Kim Jong Un urged to “open the shop as soon as possible so that North Korean people as well as scientists and engineers can do shopping to their heart’s content,”saying the shop is filled with quality products manufactured by them (North Korea) including cosmetics, disposable items, electronics, and food. This is interpreted as a move on the part of Kim, who had targeted South Korea and the U.S. and escalated the crisis, to reassure its people of the regime’s stability against the international sanctions against North Korea. A possibility is raised that the regime is likely to launch a propaganda drive to reinforce solidarity to make its people to maintain unswerving allegiance to the North Korean leader regardless of the sanctions on the communist country. On Monday the North Korea daily made out a case for a Second March of Tribulation, denouncing the sanctions against North Korea and the joint military drills of South Korea and the U.S. The newspaper stressed the importance of “keeping loyalty to Kim Jong Un.”

Kim was accompanied by Rhee Seol Ju and Kim Yo Jong during his visit to the department store. The daily disclosed photos of Rhee, who stood beside her husband in a blue two-piece dress. Engaging the first lady in Kim Jong Un's public activities is a typical propaganda of the North to show off the down-to-earth likability of the North Korean leader. Jeon Il-chun, the deputy director of Room 39 which manages Kim Jong Un’s personal coffers and slush funds, also accompanied Kim for the first time in eight months.

윤완준기자 zeitung@donga.com