As Colombia heads toward the March 8 congressional elections, the early campaign season is already producing unexpected political signals. One of the most talked-about developments comes not from a career politician, but from one of the country’s most recognizable business leaders.
Mario Hernandez, the entrepreneur behind one of Colombia’s most successful leather goods brands, has publicly expressed his willingness to support the Democratic Center party and be included on its closed Senate list. His gesture, delivered through a widely shared social media video addressed to former president Alvaro Uribe, has sparked debate about the role of prominent business figures in electoral politics and the strategic value of closed lists.
What initially appeared to be a symbolic message quickly gained credibility after media outlets reported that Hernandez is expected to appear on the Democratic Center’s Senate list, reportedly in position 37. While that spot makes it unlikely, he would actually enter Congress, it strongly suggests a calculated political move aimed at boosting the party’s overall vote count rather than launching a personal legislative career.
Understanding the closed list and its electoral strategy
Colombia’s electoral system allows parties to choose between open and closed lists when competing for seats in Congress. In a closed-list system, voters select a political party rather than an individual candidate. Seats are then allocated according to the total number of votes the party receives, and candidates are elected strictly based on the order in which they appear on the list.
This mechanism shifts the focus from personal campaigns to collective strength. Candidates no longer compete against one another for individual votes, and the party becomes the central actor in the electoral process. For party leaders, this also means greater control over who enters Congress and a stronger incentive to build a list that appeals to a broad spectrum of voters.
Including high-profile figures who are not traditional politicians is one way parties try to energize voters under a closed-list system. Well-known names can attract attention, create media momentum, and encourage people to vote for the list even if they are not deeply engaged with party ideology. In this context, Mario Hernandez’s inclusion appears less about legislative ambition and more about electoral impact. His presence signals support, legitimacy, and outreach to voters who might otherwise feel distant from partisan politics.
Who is Mario Hernandez, and why he could give the Democratic Center a significant boost
Mario Hernandez is widely known in Colombia as a symbol of entrepreneurship and business success. He founded the leather goods company that bears his name decades ago and turned it into an international brand with stores across Latin America and beyond. His personal story is often associated with discipline, hard work, and long-term vision, qualities that resonate with many Colombians who value private-sector leadership and economic stability.
Over the years, Hernandez has been an outspoken voice on national issues, frequently sharing opinions on economic policy, security, and governance through interviews and social media. While he has never held public office, his views have often aligned with conservative positions, particularly those emphasizing order, entrepreneurship, and skepticism toward expansive state intervention.
His public presence has given him a recognizable voice, particularly among middle-class voters, entrepreneurs, and supporters of pro-business policies.
That public profile makes him a valuable ally for a party such as the Democratic Center, which has historically positioned itself as pro-business and critical of left-wing economic models. Hernandez’s credibility in the business world allows the party to reinforce its message to entrepreneurs, middle-class voters, and sectors concerned about economic uncertainty.
Even without aspiring to a Senate seat, his name alone can serve as a bridge between politics and a segment of the electorate that tends to distrust professional politicians.
A vote-boosting role rather than a political career?
In the video that sparked the controversy, Hernandez addressed Alvaro Uribe directly, saying he was ready to “help lay bricks” for the Democratic Center and asking to be included on the Senate list. The language was informal and symbolic, emphasizing support rather than ambition. Subsequent reports suggest that this interpretation is accurate. According to people close to Hernandez, his goal is not to become a senator but to help the party attract votes and strengthen its electoral performance.
His reported placement at number 37 on the list supports that narrative. In a closed-list system, that position is unlikely to translate into a seat unless the party achieves an exceptionally strong result. Instead, it allows Hernandez to lend his name and reputation to the campaign without committing to a full transition into public office.
For the Democratic Center, the move fits into a broader strategy of rebuilding momentum after electoral setbacks and internal debates. The party remains closely associated with Alvaro Uribe, but it has also faced challenges in renewing its leadership and expanding its appeal. Adding respected figures from outside traditional politics could help refresh its image and signal openness to broader sectors of society.
Business, politics, and the broader electoral message
Mario Hernandez’s political wink highlights a recurring trend in Colombian politics: The growing intersection between business leadership and electoral strategy. At a time when public trust in institutions is fragile, parties are increasingly turning to figures with established reputations outside government to reinforce their credibility.
Whether this approach will translate into tangible electoral gains remains to be seen. Some voters may welcome the involvement of successful entrepreneurs, viewing them as pragmatic voices who understand the economy. Others may remain skeptical, questioning whether business leaders truly represent public interests. Still, under a closed-list system, the symbolic value of a well-known name can be just as important as policy proposals.
Ultimately, Hernandez’s gesture does not suggest a dramatic personal transformation from businessman to politician. Instead, it reflects a strategic alliance in which both sides stand to gain: The Democratic Center benefits from added visibility and credibility, while Hernandez positions himself as an influential supporter without stepping fully into the political arena. As the campaign unfolds, his role will serve as a case study in how reputation, strategy, and electoral mechanics intersect in modern Colombian politics.