Singapore – Singapore’s General Election 2025 (GE2025) is just around the corner, and the ruling party People’s Action Party (PAP) has strengthened its digital game. But this time it is not just limited to manifesto or rally. PAP ministers are now creating content together with influencers – a little comedy, a little knowledge, and a lot of relatability.
If you want to become an MP, then learn like this
Culture, Community and Youth Minister Edwin Tong is seen teaching actor Maxi Lim in a video how to conduct a Meet-the-People session. In another scene, Maxi plays a frustrated resident who is upset with “noisy roosters” and local issues. Minister Tong is also seen in that scene – his casual and chill vibe is evident throughout the video.
Senior Minister of State for National Development Tan Kit How is also quite active on social media. He did a video with SGAG content creator Queenie Lim where Queenie shows the day of an intern for a political office holder. In another clip, Mr. Tan is seen running in the Central Business District and doing a TikTok challenge alongside Runner Kao (Mr. Kao Rong Sheng).
Minister became a tour guide in Pasir Ris
Prime Minister’s Office’s Senior Minister of State Desmond Tan explored the streets of Pasir Ris with former SGAG creator Mr. Fauzi Azzhar. Mr. Fauzi himself approached Minister Tan – with a simple idea: “Sir, I have a series exploring Singapore, please show me Pasir Ris.”
Tan agreed without any script. Both of them shot in a casual manner, without rehearsal. Fauzi says, “It is important to show the audience the personal side of the leaders apart from their political role.”
Politics + Content Creation = Election Strategy?
All of these videos are fairly light-hearted, but it begs the question – is this a new election strategy or just a way to go viral?
Speaking to CNA, the PAP said its branch chairpersons work with content creators to get their point across to diverse communities. “Some collaborations are commissioned,” it said, but did not give specific examples.
Legal Boundaries and Election Rules
According to Singapore’s Elections Department rules, only political parties, candidates, and election agents can publish paid online election advertisements. If anyone else does, they need written authorization from a candidate or agent. All online ads – paid or unpaid – have to openly disclose who created and published them.
Content creators seen in the videos – like Mr. Fauzi and Mr. Lim – confirmed that they did not receive any money and these videos were not sponsored. CNA also tried to contact Queenie Lim and Runner Kao, but did not receive a response.
Influencers refused to disclose their rate cards. But one thing is clear – their rates depend on their reach, followers and the potential of the content going viral.
Friends of PAP: An old connection
PAP also mentioned a network called “Friends of the PAP” which has been active since 2002. According to media reports, this network now also includes social media influencers.
On the other hand, the main opposition Workers’ Party clearly stated in a press conference that they do not work with social media influencers.
Mr. Fauzi said that his videos are “purely for comedic effect”. “I do all this for my own interest. I want to show a different side of the leaders to the audience,” he said.
Mr. Lim, who is known for Ah Boys to Main movies, said that his collaboration with Edwin Tong was just a coincidence. People used to say that he resembles Minister Tong, so he thought – “why not make some fun content?”
Election time was a surprise for him. “I was not following the news, so I did not even know about the elections,” Lim said.
Even during filming, Mr. Tong did not ask for a script. Lim only said – “I will joke a little, please do not take offense,” and everything else went into natural flow.
Minister Tong’s Social Media Avatar
Mr. Tong is already quite active on social media. His team posts content every day – be it his singing video or a TikTok challenge with volunteers. He said that Mr. Collaborating with Lim was his attempt to become “relatable”.
“I wanted people to see me from a different angle,” said Minister Tong, who is also the Second Minister for Law.
So is this a win-win or a red flag?
A digital shift is clearly visible in the approach of GE2025. This pairing between political leaders and influencers has become a modern way to engage new voters – especially the youth. But it is also important that the people take advantage of the digital platform.