Isolated and nearly ally-less, North Korea has thrust itself onto the world stage, even deploying its troops to back Russia in its full-scale war against Ukraine. North Korean propagandists have joined Russia’s chorus, adding Ukraine to their narrative. But who are these propagandists, and just how far does their influence reach?
Recently, North Korea has ramped up its international activities, intensifying both military aggression and propaganda efforts. The latter now includes Ukraine in its crosshairs, with Kim Jong Un’s sister, Kim Yo Jong, calling Ukraine and South Korea “badly behaved dogs raised by the United States” according to a North Korean news agency KCNA.
What is North Korean propaganda?
North Korean propaganda centers on a cult of personality around the Kim family, portrayed as heroic, near-mythical figures. It glorifies the North Korean totalitarian regime and demonizes foreign influences, especially the United States and South Korea, with the recent addition of Ukraine. Internationally, North Korea seeks influence through diaspora organizations like Chongryon, and recently, social media platforms, where catchy propaganda videos attempt to soften its image.
It’s rare to see North Korean propaganda make a significant impact beyond its borders. But that doesn’t mean it hasn’t. In 2024, North Korean propaganda found a platform: TikTok. When the viral song “Friendly Father”—celebrating Kim Jong Un—hit the app in April, it quickly became a catchy sensation, with users bopping along to its upbeat, electro-pop rhythm. “Friendly Father” is just the latest in North Korea’s decades-long streak of propaganda songs. It’s catchy, reminiscent of Western pop hits, yet with a distinct Soviet-style undertone that users describe as “Abba-coded.”
This style aligns with the regime’s “seed theory”: every piece of art must carry an ideological seed, designed to spread the state’s message, said Alexandra Leonzini, a Cambridge scholar on North Korean music. Every part of the North Korean government is working on securing and prolonging the country’s regime, even sending its own soldiers thousands of miles away to participate in someone else’s war.
North Korea’s propaganda doesn’t stop at catchy tunes. The backbone of its efforts is the Propaganda and Agitation Department (PAD), which crafts narratives for media, education, and culture, while TV channels like KCNA, and KCTV play a central role in shaping and disseminating these narratives. Key figures such as Kim Yo Jong are actively involved in propaganda campaigns to bolster the regime.
A report by Ukraine’s Center for Countering Disinformation (CCD) outlines North Korea’s primary propaganda goals:
Discredit the US, NATO, and allies.
Justify Russia’s actions in Ukraine.
Block any alternative viewpoints challenging the official line.
Altogether, North Korean propaganda aims to control its population, instill pride, and counter external criticism.
Who are the North Korean propagandists?
Kim Yo Jong, the sister
Kim Yo Jong, deputy director of PAD, orchestrates the narratives across North Korean media, especially foreign policy. Following reports of North Korean troops aiding Russia in Ukraine, she lashed out at Ukraine and South Korea in late October, calling them "lunatics" who risk "the destruction of all the scum," alongside the notorious “bad dogs bred by the US,” and threatened nuclear retaliation. She also accused Ukraine of seeking nuclear weapons, with no evidence to support this.
Her statements often target the West, and her rhetoric has reinforced North Korea’s pro-Russia stance, saying “the US is endangering Europe by supplying tanks to Ukraine,” or that “Ukraine suffers from delusions if it thinks it can defeat Russia,” notes the CCD.
Ri Chun Hee, the “pink lady”
Known as the “pink lady” of North Korean television, Ri Chun Hee is famed for her emotional, booming news broadcasts, delivered in her signature pink hanbok.
Since starting at KCTV in 1971, she’s announced the deaths of North Korean leaders and continues to make appearances for major state events, particularly those celebrating nuclear ambitions.
Her servise to the regime has earned her special treatment from Kim Jong Un, with North korean leader granting her a luxurious residence and requesting that she continue serving as the voice of his ruling Workers’ Party (WPK).
Kim Kyong-hui, the aunt
A key political figure, Kim Kyong-hui has shaped the Kim family’s personality cult, especially under her brother Kim Jong Il’s rule.
After Kim Jong Il died in 2011, she became a mentor to her nephew as he rose to power. She was believed dead after the very same nephew, Kim Jong Un, ordered her husband’s execution for treason in 2013. Yet, she resurfaced publicly in 2020 alongside her family, remaining an important political figure.
Choe Son-hui, the FM
North Korea’s Foreign Minister, Choe Son-hui, is a driving force behind the country’s foreign policy, regularly delivering speeches that defend North Korea’s allies, such as Russia, and condemn Western actions. Amid reports of North Korea’s missile transfers to Russia, she visited Moscow, meeting with Russian Foreign Minister Sergey Lavrov and Russian leader Vladimir Putin to affirm that relations had reached a “new strategic level” and to push for deeper cooperation. She recently described Russia’s actions in Ukraine as a “holy war.”
Sin Hong Chol, the messenger to Russia
As North Korea’s Ambassador to Russia, Sin Hong Chol champions the North Korea-Russia alliance. Since taking his post in Moscow in 2021, he has vocally supported Russia’s invasion of Ukraine, recognized Russian-occupied Ukrainian territories—the so-called Donetsk People’s Republic and Luhansk People’s Republic—and dismissed US military aid to Ukraine as a path to a “second Afghanistan.”
Kim Song, UN envoy
As North Korea’s Permanent Representative to the UN, Kim Song actively voices support for Russia, claiming that the “Ukrainian crisis” stems from US and NATO “hegemonic policies.” He criticizes Western support for Ukraine, claiming it is causing “tragic bloodshed” and ignoring “the legitimate demands of the Russian Federation for security guarantees,” while also stating that Pyongyang will accelerate a buildup of its nuclear weapons program (just days after it test-fired an intercontinental ballistic missile).
Kim Song-hye, the “peceful” unifier
As head of the Secretarial Bureau of the Committee for the Peaceful Reunification of the Fatherland (CPRK), Kim Song-hye directs propaganda targeting South Korea and the international community, especially regarding the “Ukraine issue.” She works to justify North Korea’s aggressive stance and advocates for unifying the Korean Peninsula under Pyongyang’s rule.
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