North Korean leader Kim Jong Un is doubling down on ideological control to shore up loyalty among citizens amid a severe economic downturn. Experts see this strategy as Kim’s way of curbing an increasingly pro-South Korean mindset gaining traction in the isolated nation.

On Tuesday, Oh Kyung Seop, a senior researcher at the Korea Institute for National Unification, published a report titled “The Background and Political Purpose of Kim Jong Un Regime’s Emphasis on Ideology.” In this report, Oh analyzed articles published by North Korean media from September 2024 to March 2025 that focused on ideological enforcement.

According to Oh’s findings, North Korea’s state-run newspaper, <em>Rodong Sinmun</em>, consistently pushes several key narratives. These include portraying Kim Jong Un as an extraordinary leader destined to guide the nation and emphasizing his revolutionary ideas to build a powerful socialist country. The paper also stresses Kim’s so-called “people-first” principle, central to the regime’s narrative of revolutionary history.

Another common theme in Rodong Sinmun’s propaganda is that loyalty to the Party equates directly to loyalty to Kim. The publication insists that the destinies of Kim and the North Korean people are inseparable. Moreover, it regularly warns citizens of hostile forces attempting to infiltrate the country with foreign ideas and culture, branding them as plots to destabilize and overthrow the regime. It urges the public to voluntarily commit to achieving Kim Jong Un’s stated goals.

Oh argues that in socialist states like North Korea, failing to control ideological narratives risks weakening the regime’s political and moral authority. He explains the regime’s persistent push to idolize Kim Jong Un and demand absolute loyalty from citizens as essential moves to maintain his grip on power.

Additionally, Oh highlights how persistent economic difficulties and growing pro-South Korean attitudes among ordinary citizens threaten to undermine the regime’s stability. Economic hardships are fueling resentment and dissatisfaction among the North Korean population, prompting Kim’s government to advocate stronger ideological indoctrination and a policy of self-reliance.

Oh also warns of a deeper, more fundamental threat: the increasing “South Koreanization” of North Korean society. For decades, Pyongyang has relentlessly promoted the supposed superiority of the North Korean system. Yet, increased exposure to glimpses of life in the prosperous, democratic South is beginning to erode citizens’ trust in their government as people recognize the stark differences. Resentment and skepticism toward the regime could intensify, potentially jeopardizing its long-term viability.

Ultimately, Oh concludes that Kim Jong Un’s intensified ideological campaigns are designed to unify North Koreans around their leader. However, it remains unclear if ideology alone can successfully manage the multiple crises facing North Korea. If the regime continues failing to bridge the widening gap between its propaganda and reality, it could eventually undermine the legitimacy of Kim’s leadership altogether.

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