(C) Youtube
SEOUL — In a move that signals a significant shift in digital diplomacy and domestic outreach, President Lee Jae-myung officially joined the short-form video platform TikTok on February 28, 2026. The launch, which was teased a day earlier on X (formerly Twitter) with the caption "Something big is coming," marks a strategic effort by the administration to engage more directly with younger generations through "short-form" content.
A "Digital Signature" for a New Era
The President’s first video, titled "The 'TT' (TikTok) President is Here," features a playful yet official-looking scene. In the 40-second clip, President Lee is shown receiving a formal approval folder from an aide. Inside, instead of a policy brief, is a document labeled "Sign up for TikTok." The President is seen smiling as he presses his finger onto the document, symbolically "approving" his entry into the platform.
Directly addressing the camera, President Lee greeted his new audience:
"Hello, TikTok. This is Lee Jae-myung. You know the drill—follow, like, and comment, right? I look forward to your support."
To further bridge the gap with the platform's predominantly young user base, the President concluded the video by performing popular social media gestures, including a "thumb-and-index heart" and a larger "arm heart" over his head.
Strategic Communication and "Soft Power"
The decision to join TikTok—a platform owned by the Chinese company ByteDance—is being viewed by analysts through two lenses:
Youth Engagement: By utilizing a platform where the "MZ Generation" (Millennials and Gen Z) spends a significant amount of time, the President aims to humanize his image and simplify complex political agendas into digestible content.
Diplomatic Nuance: Some observers note that the move aligns with President Lee’s broader foreign policy goal of balancing relations with Beijing and addressing anti-China sentiment through cultural and digital pragmatism.
A Multi-Channel Governance Approach
Cheong Wa Dae (the Blue House) confirmed that TikTok is now a permanent fixture in the President’s "Direct Communication" toolkit. This toolkit already includes active accounts on X, Facebook, Instagram, YouTube, and a personal blog. A presidential official stated that the administration operates on three core principles for social media: agenda setting, opinion collection, and mutual communication. Earlier this year, in his 2026 New Year’s Address, President Lee emphasized that "direct communication with the people is an everyday part of governance."
As of the evening of February 28, the account (reportedly handled under the ID @jaemyung_lee) has already seen a surge in followers, with supporters leaving comments such as "I joined TikTok just to see the President" and "This is a refreshing way to see the nation's leader."
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