The Twitter account behind the campaign, @Moon_rise_day, said that (link in Korean) it is “a group of ordinary women who support president Moon,” and that the billboards will be on display until the end of February. 

Another group of supporters bought ad space on five screens in New York City’s Times Square from Jan. 22 to 24 to celebrate Moon’s birthday. One of the people in the group posted a receipt of the transaction on Twitter:

Since he was elected to power in May last year following the impeachment of president Park Geun-hye, Moon has enjoyed high approval ratings, hovering at above 70%. A recent poll by Gallup Korea put Moon’s approval rating at 73% (link in Korean), up from the previous week’s 72%, following the South-North Korea talks on Jan. 9.

In stark contrast to the previous nine years of conservative rule, he’s vowed to bring a more progressive and transparent form of government to the Blue House—the seat of government—including measures such as an online petition system and unscripted press conferences.

A third group of Moon fans also said it has bought video ad space that will be shown on the exterior of conservative newspaper Chosun Ilbo’s building (link in Korean), on Moon’s birthday. 

A representative of Seoul Metropolitan Subway told Quartz that it’s received 2,111 comments from members of the public regarding Moon’s birthday billboards. Five percent of those were complaints, including requests to remove the ads, with the rest expressing support.

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