Singapore's Ruling Party Adopts Social Media Strategy to Engage Youth Voters

Sun Oct 19 2025 08:14:33 GMT+0300 (Eastern European Summer Time)

As Singapore approaches its general election, the People's Action Party ramps up its online presence to connect with younger voters through creative social media content.

In preparation for the upcoming general election, Singapore's long-ruling People's Action Party (PAP) is leveraging social media to appeal to the youth. With TikTok videos featuring ministers and influencers, the party aims to rebrand its image amidst declining popularity. While it remains the frontrunner in elections, concerns around rising living costs and job prospects challenge its support among younger generations, prompting a competitive landscape with opposition parties also engaging online.

As Singapore readies for its general election this Saturday, the ruling People's Action Party (PAP) is making waves online in an effort to resonate with the youth demographic. Embracing platforms like TikTok, the party has been posting engaging content featuring its health minister, Ong Ye Kung, and other key figures ahead of the elections. In one recent video, the ministers, including Ong, are shown against the backdrop of the beloved sitcom Friends’ theme song, delivering a playful political message aimed at younger voters.

Known for its stable governance since 1959, the PAP has recently faced declining support among younger voters who have increasingly leaned towards opposition parties. To counter this trend, the party is attempting to revamp its public image and reach out to the youth through various initiatives, including collaborations with social media influencers and appearances on popular podcasts. Prime Minister Lawrence Wong, who is leading the party into this election, has showcased a more relatable side by sharing personal stories and showcasing his hobbies online.

The strategic campaign has also seen ministers engaging in local community events and production of viral content — including a limited edition Labubu doll adorned in PAP white. These efforts are aimed at strengthening connections with Singapore's youth, a demographic that is crucial for securing future victories at the polls. Despite a historically comfortable parliamentary majority, polls have indicated recent struggles with losing touch with the younger electorate.

Opposition parties are responding with their own digital strategies, leveraging social media for engagement as they address youths’ issues such as housing affordability and job security. Online trends have even spawned creative memes that resonate with the younger population, further complicating the battle for votes in the digital space.

As the election countdown continues, young voters are expressing concerns, particularly centered on the rising cost of living and job prospects amid global economic uncertainties. Social media's role in electioneering has shifted perceptions, but experts caution that likes and shares may not convert into actual votes. Ultimately, as young Singaporeans deliberate their options, the party that effectively addresses their needs and aspirations could lead the charge post-election.