In South Korea, a presidential candidate is approaching a group of voters that has so far been ignored by politicians: people with a receding hairline.

Lee Jae-myung is running in the March 9 election as the candidate of the current ruling Democratic Party.

During the election campaign, he promised that – should he be elected – the costs for hair loss treatments would be covered by statutory health insurance in the future.

Anna Schiller

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"I will extend health insurance benefits to include hair loss treatment," he said on Facebook.

He will also check whether hair transplants could also become reimbursable.

Lee also explained the reasons for his initiative on Facebook.

"Sufferers suffer from anxiety, social phobia and have trouble forming relationships," he wrote.

Because people with a receding hairline are discriminated against and their quality of life is restricted, hair loss cannot be dismissed as a personal problem.

More than half of those affected are younger than 30;

Men and women suffer equally from hair loss – it is a problem for society as a whole.

Advance is well received on the net

An election promotional film in which Lee addresses viewers is also circulating on social media.

"So you chose Lee?

Then plant it," he says, referring to hair transplants.

He runs his fingers through his thick black hair.

At the end there is a link to his channel on the South Korean short message service Kakao Talk.

"Learn more about the 'Hair Loss Promise' here," it says.

Lee's initiative was received positively online.

"After this clip, I will transplant it - namely to Cheongwadae," commented a user on YouTube about the election promotional film.

Cheongwadae, also known as the Blue House, is the official residence of the South Korean President.

However, Lee recently suffered slight losses in the election forecasts.

He is currently at about the same level as the candidate of the largest opposition party.

When asked about Lee's suggestion, Kang Do-tae, chairman of the board of the state health insurance, also expressed reservations: "The work processes of the insurance company are subject to fixed criteria that must be observed.

The services must be based on the needs of society as a whole.”

New teeth for everyone over the age of 60

Almost all citizens of South Korea are insured through the state health insurance. It pays for everyday treatments and medicines, sick people usually only have to pay a little themselves. The daily newspaper "Kukmin Ilbo" reported that the day after Lee's promise, the prices of several cosmetics manufacturers on the Korean stock exchange rose by almost 30 percent. These were companies that are particularly well known in Korea for their hair loss products.

On Wednesday, Lee followed up with another campaign promise: he announced on Facebook that he would like to lower the age at which dental implants are covered by state health insurance.

If elected, insurance will pay everyone at age 60 for their new teeth.

So far, treatment costs have only been reimbursed from the age of 65.

According to the candidate's self-assessment, if he wins, voters can be optimistic that their dream of new teeth and full hair will come true.

Lee shared the balance of his time as governor of Gyeonggi-do, South Korea's most populous province, via social media: During his tenure, he fulfilled 349 of his 363 promises.