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In an unusual departure from his usual appearances at missile test sites and political rallies, North Korean leader Kim Jong-un was recently seen enjoying a relaxed family outing at the newly unveiled Wonsan Kalma beach resort. This high-profile visit, which included his wife Ri Sol-ju and daughter Kim Ju-ae, highlighted the country’s push to promote domestic tourism while hinting at potential future openings for international visitors. With images of the family lounging by the pool and strolling along the beach, the North Korean regime appears eager to showcase a softer side amid ongoing global scrutiny of its military activities and international alliances.
I. A Public Display of Leisure
1. Kim’s Shift from Military Focus to Tourism Promotion
North Korea’s Supreme Leader, more often associated with overseeing weapons programs and internal purges, turned his attention this week to a different type of spectacle: a seaside resort. According to the state-run Korean Central News Agency (KCNA), Kim praised the Wonsan Kalma coastal resort as a major achievement for the year. Donning a western-style suit instead of his traditional Mao-inspired outfit, Kim was pictured lounging by the pool with cigarettes, a drink, and a towel, observing vacationers enjoying waterslides.
2. Accompanied by Family Amid Strategic Messaging
Kim was not alone in the visit. He was accompanied by his wife, Ri Sol-ju, and his daughter Kim Ju-ae, who is widely believed to be his intended successor. The family’s appearance, particularly that of his daughter, sent strong signals to domestic and foreign audiences about the stability and continuity of the Kim dynasty. Their casual presence at the resort was carefully staged to portray a vision of normalcy and progress.
II. The Wonsan Kalma Project: Decade-Long Ambition
1. Features and Vision of the Resort
Situated along North Korea’s eastern coastline, the Wonsan Kalma resort is designed to be a state-of-the-art facility with various sports and recreational offerings, as well as public dining options. According to KCNA, Kim expressed confidence that the resort would raise the nation’s status as a globally recognized tourist destination. The government anticipates up to 20,000 domestic visitors annually once it officially opens on July 1st.
2. Long-Term Investment Finally Realized
The project’s inauguration marks the culmination of over ten years of planning and significant financial investment, especially challenging in the face of international sanctions and economic hardships. During the ribbon-cutting ceremony, Kim described the resort as a “brilliant reality” and predicted it would be instrumental in shaping North Korea’s tourism culture and economic future.
III. Tourism Still Restricted to Domestic Visitors
1. Foreign Visitors Not Yet Welcome
Despite its international-style resort design, the site will remain off-limits to most international tourists for now. The country has yet to fully lift pandemic-era travel restrictions. While there have been isolated instances—such as Russian tourists arriving on organized group trips and a marathon in Pyongyang featuring foreign athletes—routine tourism remains largely suspended.
2. Hope for a Broader Tourism Revival
The Wonsan Kalma resort may serve as a test case for future tourist development, suggesting that the regime is considering a gradual reopening to foreigners. Authorities may view the resort as a valuable tool for generating hard currency and reshaping North Korea’s global image, though this remains speculative amid ongoing political tensions and strict border controls.
IV. Subtle Political Messages in the Family Appearance
1. Ri Sol-ju’s Rare Public Outing
The beach trip marked Ri Sol-ju’s first public appearance since the beginning of the year, catching the attention of South Korean media. Observers noted that she may have been carrying a luxury Gucci handbag, which could potentially breach United Nations sanctions prohibiting the import of high-end goods into North Korea. The detail, though minor, highlighted the contradictions between the elite lifestyle of Pyongyang’s ruling class and the country’s sanctioned status.
2. Kim Ju-ae’s Continued Public Role
Kim Ju-ae’s repeated presence alongside her father in major public events since late 2022 has further fueled speculation that she is being groomed to eventually assume leadership. Her prominent role during the resort visit is viewed as another step in normalizing her presence as a central figure in the regime’s future. If succession plans are indeed underway, she could become the first female leader of North Korea since the nation’s inception.
V. A Strategic Softening of Image
1. Countering Global Criticism with Domestic Glamour
The resort visit came after months of international criticism over North Korea’s weapons testing and alleged military support for Russia’s war in Ukraine. By showcasing a peaceful, family-oriented outing, the regime appears to be attempting to rebalance its image, portraying itself as focused on development and internal wellbeing.
2. Propaganda Tool for National Unity
State media’s coverage of the trip aimed to generate pride among the domestic population and reinforce the leadership’s commitment to improving everyday life. The emphasis on leisure and infrastructure development offers a narrative counter to sanctions and international pressure, framing the ruling family as both powerful and relatable.
Conclusion
Kim Jong-un’s publicized vacation at the Wonsan Kalma coastal resort reflects more than just a personal retreat—it signals a broader attempt by North Korea to shift part of its narrative toward modernization and tourism. While the site remains off-limits to most international visitors, it may serve as a blueprint for future engagement with the outside world. At the same time, the presence of Kim’s daughter continues to underscore dynastic succession planning, while the outing itself is used strategically to bolster internal support and soften international perceptions. Though the country remains largely closed, these orchestrated events provide a glimpse into the regime’s evolving messaging and priorities.
