[Gangnam Perspective] Why the President Never Mentions the 'Golden Apple'

Former President Yoon Suk Yeol, in March 2024, visited the Nonghyup Hanaro Mart Yangjae Branch in Seoul and, holding a bundle of green onions whose price had dropped significantly due to government subsidies, remarked, '875 won seems reasonable.' This comment drew criticism for being out of touch with reality. On the last day of the previous year, the same mart held another discount event. A 3kg box of tangerines, originally 12,980 won, was sold for 9,384 won after a 2,596 won government subsidy and a 1,000 won promotional card discount. Similarly, a 3kg bag of onions, originally 5,980 won, was sold for 4,784 won thanks to a 1,196 won government subsidy.
Media outlets concerned about the state of the nation have expressed renewed worries, noting that food prices in December last year rose more than 10% compared to the previous year, warning that the so-called 'golden apple' phenomenon could return. Even restaurants designated by the government as 'good price' establishments are raising their menu prices one after another.
If inflation threatens the livelihood of the entire population, President Lee Jae-myung’s New Year’s activities should have focused significantly on stabilizing prices. However, on January 1, the President only paid respects at the Seoul National Cemetery and had rice cake soup with staff at Cheong Wa Dae (the Blue House). His New Year's address was filled with self-praise, claiming that 'the livelihood consumption coupons have served their purpose,' and with idealistic statements such as, 'the brilliant light of K-democracy will permeate everyday life.'
President Lee is known for giving detailed instructions during State Council meetings and ministry briefings, yet he remains notably silent on inflation. The most memorable moment was during a State Council meeting last September, when he asked Song Mi-ryeong, Minister of Agriculture, Food and Rural Affairs (MAFRA), 'If apple prices rise, why do banana prices also go up?' Minister Song cited Panama disease and exchange rates, but the President attributed the issue to hoarding and the government’s lack of regulatory capacity.
Agricultural prices are influenced by a multitude of economic factors, including annual crop yields, cultivation area, distribution and logistics costs, labor, fertilizer prices, exchange rates, and changes in demand. The President, however, oversimplified the issue, attributing everything to unfair practices and the competence of public officials.
Why is this the case? Unlike growth or unemployment rates, inflation is intimately connected to daily life. People feel the squeeze when shopping for groceries, filling up on gas, or paying their electricity bills. They are especially sensitive not just to 'how much prices have risen,' but to 'why' they have increased, demanding explanations. The more the President comments on the price of golden apples and tries to explain the structural reasons, the greater the backlash. High inflation is an inconvenience for the wealthy, but for ordinary people, it is a crisis.
This is the political nature of inflation, and the attempt to fit it into a political narrative is what is known as the 'inflation frame.' Politicians are devoted to the words of George Lakoff, author of 'Don't Think of an Elephant,' who said, 'Frames persist while facts bounce off.' Lakoff advised progressive politicians to always reframe issues, fit facts to their own frame, never answer questions based on the opponent’s frame, and always speak about values. Looking back at President Lee’s words and actions, I believe they fit this advice perfectly.
Minister Song Mi-ryeong told me in a phone call that 'current prices are stable.' She explained that there is a sufficient supply of apples in storage to stabilize prices, and that rice prices have fallen compared to last October’s peak.
I have no intention of debating perceived inflation with her. Perhaps the media is overreacting. I agree that a different approach is needed for items like vegetables, which are harvested daily, compared to apples, which depend on a single annual crop. I also concur that stabilizing production is just as important as reforming distribution channels.
Most of all, I was struck by her candid admission that 'it is natural for people to be upset when grocery prices rise, and it is the government’s duty to seek the public’s understanding.'
About one year and ten months ago, during the '875 won green onion' controversy, when former President Yoon Suk Yeol remarked, 'It would be hard to find such low prices elsewhere,' Minister Song responded, 'All five major supermarkets offer such deals.' While the President’s gaffe was the root of the problem, after the Minister’s excuse, all facts were deflected by the frame. The public does not want a correct answer to inflation; they want empathy. If what is known now had been known then, the government would have offered an honest explanation and sought public understanding instead of making excuses. How will the President and the government respond to today’s inflation warnings?
syhong@fnnews.com Reporter