BBC, May 10: Since first appearing publicly in November 2022, North Korean leader Kim Jong-un’s daughter Kim Ju-ae has become a major topic of international attention.

First seen at the age of nine standing in front of an intercontinental ballistic missile, Kim Ju-ae is now 13 years old. Over the years, her changing appearance, clothing style and public role have sparked growing speculation about her future in North Korea’s leadership.

South Korean intelligence agencies are reportedly analyzing her as a possible successor to Kim Jong-un. She has increasingly appeared alongside her father during military parades, missile tests and official visits, signaling a potentially influential future role.

Analysts believe her fashion and public image are carefully managed by North Korea’s propaganda system rather than reflecting personal choice. She is often seen wearing formal suits, skirts and mature outfits similar to those worn by her mother, Ri Sol Ju, while adopting military-style jackets and trench coats during visits to military sites, echoing Kim Jong-un’s appearance.

Experts describe this as part of a long-standing “image replication” strategy used by North Korean leaders to establish legitimacy and authority. Kim Jong-un himself reportedly adopted styling similar to his grandfather Kim Il-sung during his early years in power.

Kim Ju-ae’s luxury clothing, including expensive leather jackets, fur coats and reportedly high-end foreign brands, is viewed as a symbol of elite status far removed from the lives of ordinary North Koreans.

The report notes that while the ruling Kim family openly embraces luxury and Western-influenced fashion, strict controls remain in place for the public. Since 2020, authorities have imposed harsh restrictions on foreign fashion, hairstyles and cultural influences, labeling them “anti-socialist.”

Despite these restrictions, luxury goods, cosmetics and imitation designer products are reportedly gaining popularity among wealthier North Korean youth, with some beginning to imitate Kim Ju-ae’s style.

Observers say her growing public visibility suggests that North Korea may be gradually positioning her as a future leader and national figurehead.