In South Korea, hair loss emerges as new election issue

South Korean presidential candidate Lee Jae-myung isn’t bald. But he is enjoying the support of many bald voters over his push for government payments for hair loss treatments.

Since his proposal was disclosed earlier this week, hair loss has emerged as a hot-button topic ahead of March’s presidential vote in South Korea, where previous elections have focused on North Korea’s nuclear program, relations with the U.S., scandals and economic problems.

Online communities for bald people are flooded with messages supporting his proposal. There is also strong criticism that it’s just a populism-driven campaign pledge by Lee, the governing party candidate, to win votes.

Messages on social media include, “Jae-myung bro. I love you. I’ll implant you in the Blue House” and “Your Excellency, Mr. President! You’re giving new hope to bald people for the fist time in Korea.”