Ulrich Siegmund, whose professional career began in the fragrance sales sector, is emerging as a relevant political figure in Germany. The eastern state of Germany will hold elections on September 6th, and recent polls indicate the AfD as the most voted political force, reaching 40% of the vote, which is almost double the 20.8% recorded in the 2021 elections.
Born in Havelberg in 1990 and raised in Tangermünde, northern Saxony-Anhalt, Siegmund began his political journey after experience in the private sector. He has a degree in Economic Psychology and Business Management, having worked in sales and marketing, in addition to running his own business.
Before joining the AfD, he had a period with Angela Merkel's Christian Democratic Union (CDU) between 2009 and 2014. In 2016, he entered politics in Saxony-Anhalt and quickly became one of the most well-known names in the regional AfD, currently serving as the party's parliamentary bank president.
Ulrich Siegmund's popularity grew significantly during the COVID-19 pandemic, driven by the circulation of his videos on social media. From that time, he established an image as a communicative politician, with a strong presence on TikTok and a deliberately casual style.
His previous career was unusual for politics; he worked in sales and was involved in marketing environmental perfumes, which earned him the nickname 'scented candle salesman' from his opponents.
Digital communication is a pillar of his campaign. Siegmund seeks to present himself as a politician accessible to citizens, focused on practical state issues, reiterating messages on topics such as migration, security, economy, and bureaucracy.
Regarding the economy, one of his suggestions to deal with labor shortages involves stimulating the return of Germans who emigrated, while also investing in automation and Artificial Intelligence. In the field of immigration, he advocates for a stricter asylum policy and faster deportation processes.
However, his history is marked by controversies. The AfD in Saxony-Anhalt was classified by the regional constitutional protection service as a demonstrably far-right organization. Furthermore, Siegmund was linked to a meeting held in Potsdam in November 2023, which gathered figures from the radical right and was notable for the debate on 're-migration.'
The national relevance of his candidacy became clear in August when the renowned German media outlet Der Spiegel featured him on its cover, with the headline 'Germany's Most Dangerous Man'—translated into Portuguese as 'The Most Dangerous Man in Germany.' Siegmund used this exposure for campaign purposes, describing the cover as 'very good publicity' and distributing videos signing copies of the magazine. Subsequently, a signed copy was auctioned for over a thousand euros.