She was a first lady at 19. Now she’s making her fourth attempt to win Peru’s presidency

From First Lady to Presidential Candidate: Keiko Fujimori’s Fourth Bid for Peru’s Leadership

She was a first lady at 19 – At just 19 years old, Keiko Fujimori first stepped into the international spotlight during the 1994 Summit of the Americas, accompanying her father, then-President Alberto Fujimori, as his spouse. Dressed in black and appearing reserved on camera, she was the youngest first lady in Peru’s history, a role she assumed after her mother, Susana Higuchi, ended her marriage to Alberto Fujimori following a public scandal. Susana had accused her husband of misusing international donations to fund his administration, a denunciation that sparked the dissolution of their union and set the stage for Keiko’s political ascent.

A Political Journey Shaped by Family and Crisis

Keiko’s political career began in earnest during her father’s presidency, which spanned from 1990 to 2000. Her early exposure to governance, however, was tinged with controversy. The Fujimori family’s legacy in Peru remains complex, often viewed as both a symbol of economic revitalization and a harbinger of authoritarian tendencies. Alberto Fujimori’s tenure saw the country recover from near-economic collapse and quell insurgent groups like the Shining Path and MRTA, but his government also faced accusations of human rights abuses and corruption. These allegations later led to his conviction in 2009 for aggravated homicide and bodily injury, tied to the Barrios Altos and La Cantuta cases, and a 25-year prison sentence. He passed away in 2024, leaving his daughter to carry forward the political weight of their shared name.

Keiko Fujimori’s path to the presidency has been marked by resilience and reinvention. After becoming a congresswoman in 2000, she founded the Fuerza Popular (Popular Force) party, which has since become a significant force in Peruvian politics. Her political journey took a dramatic turn in 2009 when she was investigated for allegedly accepting bribes from the Odebrecht construction company to finance her campaigns. Though she denied the charges, the scandal led to a 13-month prison stint. In January 2025, a court ruled the case against her null and void, clearing her of the accusations and signaling a shift in public perception. Fujimori has since claimed the ordeal was part of a decade-long campaign of political persecution aimed at undermining her family’s influence.

A Runoff Election and a New Political Climate

This Sunday, Keiko Fujimori will once again vie for the presidency, this time in a runoff election that could determine the nation’s future. At 51 years old, she is the first political figure in Peru to attempt a fourth presidential campaign, following three previous defeats in 2011, 2016, and 2021. Her opponent, Roberto Sánchez of the Juntos por el Perú (Together for Peru) party, represents a different ideological stance, but Keiko’s prospects have improved slightly, according to some pollsters. This is partly due to her strategic recalibration, emphasizing security and stability over the more radical policies that defined her earlier campaigns.

“We need order—order to live, order to invest, order to work,” Keiko asserted during the final presidential debate against Sánchez, a stance that resonates with voters weary of Peru’s political turmoil. Her argument hinges on the claim that her leadership can restore a sense of direction to a country that has seen eight presidents in the last decade, a period characterized by frequent crises and institutional instability. Corruption scandals, rising crime rates, and public frustration with ineffective governance have created an environment where her message of pragmatism and control may find more traction than before.

Shifting Perceptions and Campaign Evolution

Keiko’s campaign has undergone a noticeable transformation, aiming to distance herself from the image of a fierce anti-communist fighter. In an interview, she acknowledged that her earlier political style was “confrontational” and that she has since adjusted her approach. “It’s true that we were confrontational, and we’ve corrected that,” she said, signaling a willingness to appeal to broader audiences. This shift has been met with mixed reactions, but political analysts suggest it could help her navigate the current political landscape more effectively.

Julio Carrión, a professor of political science at the University of Delaware, noted that Keiko’s campaign is now more calculated. “She is positioning herself as a unifying figure rather than a polarizing one,” Carrión explained. “This approach may help her overcome the anti-Fujimori sentiment that has lingered for years.” However, the legacy of her father’s presidency continues to cast a long shadow. While Alberto Fujimori’s economic reforms and military victories against terrorist groups were celebrated, his authoritarian tendencies and corruption scandals have fueled opposition. Keiko has sought to distance herself from these controversies, framing her candidacy as a response to the chaos that has defined Peru’s recent political history.

Reflections on Past Campaigns and the Path Ahead

Keiko’s 2021 runoff against former President Pedro Castillo highlighted the challenges of her political journey. The election was marred by allegations of irregularities, which some critics attributed to her campaign’s efforts to sway public opinion. Despite these accusations, she has taken responsibility for her past mistakes, acknowledging that “throughout my political life I have made errors. I learned from them, but I also came back stronger.” This admission came after the final debate, where she addressed voters directly, vowing to prioritize unity and progress over division.

Her campaign has also focused on projecting a more composed image, with less emphasis on extreme positions. This contrasts with her earlier political persona, which was often seen as combative. The strategic move appears to be part of a broader effort to rebuild trust, especially as Peru grapples with rising insecurity and a fragmented political landscape. While her opponents argue that she remains a continuation of her father’s regime, Keiko insists her vision is distinct, emphasizing economic stability and law enforcement as key priorities.

The Weight of Legacy and the Hope for Change

Alberto Fujimori’s complex legacy has shaped Peru’s political discourse for decades. His government’s successes in stabilizing the economy and defeating insurgencies are often balanced against his failures, including the suppression of democratic institutions and the embezzlement of public funds. These issues have been central to the anti-Fujimori vote, which has historically been a driving force in opposition to her family’s leadership. Yet, the recent conviction of her father and his subsequent death in 2024 have created a narrative of redemption, with Keiko positioning herself as the heir to a legacy of reform and resilience.

As the runoff election approaches, the stakes for Peru are high. The country has endured a decade of political instability, with frequent shifts in power and persistent challenges to governance. Keiko Fujimori’s campaign represents a bid to restore continuity, but it also faces the challenge of overcoming decades of skepticism. Her ability to connect with voters hinges on her capacity to reconcile her family’s past with her own promises for the future. Whether she succeeds or not, her fourth presidential run underscores the enduring influence of the Fujimori name in Peruvian politics and the cyclical nature of the nation’s struggles for stability.

“I know this election is not just about me, but about the kind of government we want,” Keiko said in a recent speech. “Either we choose chaos and disorder, or we opt for order and the chance to build something lasting.” Her words reflect a broader debate over Peru’s direction, with her candidacy symbolizing both the hope for change and the persistence of a legacy that continues to divide the nation. As the final countdown begins, the outcome will be a testament to the evolving political dynamics of a country still searching for clarity and leadership.