South Korean President Lee Jae-myung’s TikTok account surpassed 100,000 followers within four days of its launch, signaling a new approach to engaging younger voters. The account, named ‘jaemyung_lee,’ was established on February 28th, and has quickly grow a focal point for the administration’s outreach efforts, particularly towards the 10-20 age demographic.
The President’s initial video, posted on February 28th, depicted him signing off on the TikTok account’s creation, followed by a gesture of both hand-heart symbols and a direct appeal to viewers: “Follow, like, and comment, okay? Thank you.” The video, accompanied by the phrase “왔다 ㅌㅌ 대통령” (“The TikTok President has arrived”), has garnered over 2.5 million views to date, according to reports from Newsis.
This move comes as TikTok’s popularity surges among South Korean youth, with usage rates in the 10-20 age bracket exceeding 30 percent. Lee’s adoption of the platform mirrors a trend among global leaders, including former U.S. President Donald Trump and French President Emmanuel Macron, who have too utilized TikTok to connect with constituents. The growing presence of government officials on TikTok has been noted by observers, suggesting a broader recognition of the platform’s potential for political communication.
The launch of the account was preceded by a cryptic message on Lee’s X (formerly Twitter) account on February 27th, stating “큰 거 온다” (“Something big is coming”), which generated anticipation among followers. The Chosun Ilbo reported that Lee posted five short-form videos in the three days following the account’s creation, signaling a commitment to actively utilizing the platform.
While currently on a state visit to Singapore and the Philippines, the presidential office intends to leverage TikTok to share content showcasing diplomatic interactions and cultural experiences, according to Newsis. The administration hopes to broaden public understanding and support for its policies by presenting them in a format tailored to a younger audience.
The Hanikook Ilbo reported that the President’s TikTok debut is part of a wider strategy to increase direct engagement with the public through social media, building on his existing presence on X, Facebook, and other platforms.
