California Governor Gavin Newsom conducted an extensive campaign swing through South Carolina this past week, visiting eight public events across the state as he explores a potential 2028 presidential bid. Campaign buttons bearing “Gavin 2028” were openly distributed at his events, and allies, state party officials, and activists openly discussed his national ambitions, with Newsom himself acknowledging the possibility of announcing a decision before the end of the year.
Newsom’s primary challenge stems from what observers call “California derangement syndrome” — widespread negative perceptions of California held across the political spectrum and geographic regions. Democratic voters in South Carolina, while acknowledging Newsom’s strengths, expressed concern that his California origins could make it difficult for him to appeal to the broader electorate, particularly in the South. This liability contrasts sharply with potential competitors from battleground states like Michigan’s Pete Buttigieg and Pennsylvania’s Josh Shapiro, who could claim stronger appeal to moderate and independent voters. California has produced numerous failed presidential candidates in recent decades, including Ronald Reagan’s successors as governor and most recently Vice President Kamala Harris.
Newsom’s South Carolina visit, billed as part of a “take it back tour” through Deep South states, featured messaging heavily focused on attacking former President Donald Trump. Newsom highlighted Trump’s cryptocurrency ventures, the deployment of National Guard troops to major cities, and immigration enforcement actions, arguing that Democrats must fight back aggressively. Republican protesters at his events emphasized the “California” criticism, with signs reading “Wrong Coast” and “Clean Up Your State First.”
Newsom’s team acknowledges the California perception problem but argues the governor has proven ability to counter such criticism on the national stage, pointing to his regular Fox News appearances, debate with Ron DeSantis, and prominent surrogate role for President Biden. Newsom himself framed California as both a liability and “the greatest opportunity,” suggesting the state’s narrative has been controlled by critics and could be reframed positively under his leadership.
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