What to watch in the Kim Eo-jun 'diss' battle

Ahn Hai-riThe author is an editorial writer at the JoongAng Ilbo.“Diss,” or attacking an opponent with blunt, often personal criticism, is a staple of hip-hop culture. In Korean usage, “diss” similarly refers to publicly criticizing or exposing an opponent in an aggressive and often provocative manner. The survival show “Show Me the Money” (2012–) made diss battles a signature from its earliest seasons. The format thrives on provocation, especially when rappers who know each other well expose private details. In the recently returned Season 12, rapper Kim Haon and newcomer Now I M Young, both from the KC label, drew nearly 3 million YouTube views within four days with a graphic exchange over personal relationships.Jang In-su, a former MBC reporter, raises allegations of a supposed deal to drop charges on the YouTube channel “Kim Eo-jun’s News Factory: Humility Is Hard” on March 10. [YOUTUBE CAPTURE]Politics, long driven by fandom, now appears to be borrowing this style. Broadcaster Kim Eo-jun, who has for years wielded influence within the broader Democratic camp, initiated a political diss by raising allegations of a supposed deal between President Lee Jae Myung and prosecutors to drop charges. The response was immediate. Lee, Prime Minister Kim Min-seok and pro-Lee figures in the ruling party pushed back with terms such as “weapon,” “fantasy novel factory,” “conspiracy theory” and “distortion,” echoing the language of confrontation seen in entertainment.For conservative observers, the spectacle is disorienting. Figures who once applauded a range of conspiracy claims, from election fraud narratives to controversial interpretations of past incidents, are now turning on one another with striking intensity. It raises a question: Have they returned to rational scrutiny, or is this akin to a staged confrontation designed to generate attention and political gain in a highly polarized environment?The answer is likely neither. The current clash, often framed as a proxy conflict between pro-Moon Jae-in and pro-Lee Jae Myung factions, reflects an internal struggle for dominance at a time when the external opponent, the People Power Party, appears weakened. With limited external competition, the contest has shifted inward, focusing on securing core supporters and future leadership within the camp. In that sense, the diss battle is less performance than a struggle for survival and influence.Unlike televised diss battles, which often end in mutual benefit for performers and producers, the stakes here are different. Political infighting risks deepening polarization. A constant competition to draw sharper lines between allies and rivals can magnify even minor differences into fundamental divisions. This dynamic may push already hard-line supporters further toward uncompromising positions, making consensus more difficult and governance more strained.At the same time, there may be a countervailing effect: the erosion of previously untouchable figures. Kim Eo-jun has long occupied a near-sacred position among Democratic politicians and supporters, where criticism was often avoided. He styled himself as a central figure but functioned more like a gatekeeper. According to research by Seoul National University professor Han Kyu-sup, an average of two Democratic Party lawmakers appeared daily on his YouTube channel, giving him considerable influence over political messaging and internal discourse.Recent developments, however, have exposed the mechanics of that influence. Some supporters have begun to see how conspiracy narratives can be constructed by combining fragments of fact with speculation. More important, they have witnessed how these narratives operate when directed not at external adversaries but at internal figures. Questions have also emerged over who benefits from such narratives, both politically and financially, and how such narratives spread so quickly.The current wave of criticism has also brought renewed attention to past controversies involving figures associated with Kim Eo-jun. Statements and incidents involving Tak Hyun-min, Cho Kuk and Yoo Si-min have resurfaced, fueling further debate and discomfort within the camp. For politicians who once aligned closely with Kim, the episode may prompt a reassessment of their relationship with him. If they begin to distance themselves, that too could mark a meaningful shift.Diss battles in entertainment end with a winner claiming prize money. The political version unfolding around Kim Eo-jun is only beginning. The central question now is how the Democratic Party will manage a figure who has shifted from asset to potential liability, and whether this internal confrontation will ultimately reshape the balance of power within the party.This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.