SUMMERVILLE, S.C. — Gavin Newsom 2028 buttons were for sale outside events across South Carolina this past week as California’s Democratic governor barnstormed the state that will kick off the party’s next presidential primary. From the state party chair to campus leaders and pro-Newsom activists, allies nodded to his national ambitions, and people close to him privately described a White House bid as “the next thing.”
Yet as he emerges as an early contender in the Democratic Party’s 2028 shadow primary, Newsom has only begun confronting what many South Carolina voters called his steepest challenge: his California brand. The Golden State is a totem of modern liberalism that draws skepticism across the spectrum, including among some Democrats.
Vera DeVito, a 78-year-old Democrat who squeezed into one of eight public events, said she knew little about Newsom beyond his California roots. On that alone, she called backing him “risky.”
“It’s going to be hard for him to appeal to the whole country,” she said in Summerville. “Everybody thinks California is different, especially in the South. They’re not crazy about California.”
Likely rivals hail from battleground territory, including Michigan’s Pete Buttigieg and Pennsylvania Gov. Josh Shapiro. If they run, both could argue they are better positioned to attract moderates and independents pivotal to winning the presidency.
Newsom’s team acknowledges what they call “California derangement syndrome.” Since former Gov. Ronald Reagan’s ascent to the White House, a series of Californians have stumbled in national bids, among them Gov. Pete Wilson, Gov. Jerry Brown, businessman Tom Steyer and, most recently, Vice President Kamala Harris.
Despite that history, Newsom is not disguising his interest. In an interview, he left open announcing a decision before year’s end.
“It’s the right question. Honestly, I don’t know,” he told The Associated Press. “I think this thing’s happening. I mean, you already feel it, right? There are folks out here, they’re saying they’re already starting to interview state directors. So this thing is going to happen very, very quickly.”
Gavin Newsom 2028 draws praise for confronting Trump
Newsom’s rapid schedule in South Carolina, alongside several private stops, resembled a full-fledged campaign. He billed the trip as part of a “take it back tour” through the Deep South, arguing that President Donald Trump and Republican allies are rolling back civil rights.
He began Wednesday in Alabama and wrapped Saturday with two North Carolina appearances, but his emphasis was South Carolina, which will stage Democrats’ opening presidential primary in a little more than a year. It marked his third visit to the state this midterm season.
Attendees who filled community halls, courthouses and a university lecture hall openly discussed his presidential prospects, even as Democrats sought to keep focus on November’s midterms.
“He has strong potential,” said Kirk Bovill, 65, a semi-retired actor and former Los Angeles resident now in Summerville. “The question is how he’s perceived outside of California. People might think he’s too Hollywood.”
Bovill added, “The one thing he does very well: He doesn’t have a problem standing up to Trump. He’s not intimidated.”
Newsom’s remarks centered on attacking Trump and urging Democrats to confront him. Addressing roughly 150 people in a Lexington community center on Friday, he said, “We cannot do business as usual. We need to fight fire with fire. We’ve got to meet this moment and recognize what we’re up against. We’re up against an invasive species in the name of Donald Trump.”
At every stop, he pointed to what he described as hundreds of millions of dollars earned by Trump and his family from cryptocurrency and other private ventures since the 2024 election, Trump’s move to send the National Guard to Los Angeles and other cities, the surge of federal immigration agents in urban centers at Trump’s direction, and efforts to disrupt the midterms, including limiting mail voting.
“Donald Trump is ruthless. He’s ruthless. He’s going to try to steal this election,” he said. “He is not screwing around. Neither can we.” The White House did not respond to a request for comment.
Critics say he is from the ‘Wrong Coast’
Republican activists protesting outside several events zeroed in on Newsom’s California ties. CJ Westfall, the Republican chairman of Dorchester County, called him “a far-left extreme Democrat who’s probably the front-runner of this race right now,” standing amid signs reading “Wrong Coast” and “Clean Up Your State First.”
“We don’t want Gavin Newsom to California our South Carolina,” Westfall said.
Newsom’s advisers concede California’s unpopularity in parts of the country, but argue he is practiced at counterpunching on national platforms. He frequently appears on Fox News, debated Florida Gov. Ron DeSantis, and served as a prominent national surrogate for former President Donald Trump’s campaign.
Newsom said California is both a political drag and “the greatest opportunity” because the state’s narrative has been defined nationally by critics with “California derangement syndrome.” He argued the story would look different if he can reframe it in 2028.
“In a Democratic primary, in particular, we’ve got the receipts, things that the party is arguing for, we’ve delivered across a spectrum of issues,” he said.
Some achievements that draw attacks from Republicans could energize Democratic primary voters. Under Newsom, California expanded health coverage regardless of immigration status, broadened paid sick leave, provided universal free school meals, set a 20 dollar minimum wage for fast food workers, established protections for women from other states seeking abortions, and advanced aggressive climate and gun control policies, along with a death penalty moratorium.
California remains the nation’s most populous state and the world’s fourth-largest economy. Critics point to high taxes and an exodus of businesses and residents to other states, though population has grown since a COVID-era dip.
While opinions on California were mixed, several South Carolina voters said they were intrigued by Newsom’s celebrity sheen. The 58-year-old worked rope lines in a white dress shirt with rolled sleeves, no tie, and easy banter.
“We don’t get that many famous people here in Aiken. He’s pretty famous,” said Monty Fetterolf, 73, who attended a Friday stop in Aiken.
DeVito, the Summerville Democrat, said he still has convincing to do. “He’s a little slick, not a lot of meat,” she said after a speech in Dorchester. “But he’s good looking, which helps.”
Trump’s move to send the National Guard to Los Angeles and other cities, the surge of federal immigration agents in urban centers at Trump’s direction, and efforts to disrupt the midterms, including limiting mail voting, echoed earlier controversies such as the Trump administration asks Supreme Court to review transgender military ban.