Seoul's elementary elections turn into a costly coaching battleground
In Seoul's competitive education scene, even elementary school elections have turned into big business. Cram schools now offer specialised coaching for students running in class or school president races. Parents are paying academy-level fees to give their children an edge in campaigns and speeches.
The trend has grown as students and parents see election victories as a boost for middle school admissions. Private middle school applicants, in particular, often attend these preparation classes. Certificates of past winners—many elected as class or school presidents—line the walls of a cram school in Daechi-dong, southern Seoul.
Classes start as early as January and February, with one-on-one coaching costing between 100,000 won ($67) and 200,000 won per month. Students receive training in breathing techniques, gestures, and tailored campaign speeches. One pupil recently thanked an instructor for helping secure a win as student vice president at a nearby school. Some schools have responded by tightening election rules. Bans now cover pledges for snacks or stationery, campaign props, and custom outfits during speeches. Meanwhile, concerns are rising among educators as student council races shift into the private education sector. A few schools have even scrapped elections entirely. Despite the growing industry, no data exists on regional differences in demand for these courses over the past five years. The focus remains strongest in Seoul, where parents and students treat elections as another step in the admissions race.
The rise of election prep courses reflects the pressure on young students to stand out in competitive school environments. With private coaching now a common part of campaigning, the trend shows no signs of slowing. Schools and educators continue to debate how best to balance fair elections with the influence of paid training.
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