Introduction
As Singapore prepares for its upcoming general election, the ruling People’s Action Party (PAP) is making an aggressive digital push to appeal to younger voters. From TikTok skits to influencer collaborations, the PAP is shedding its staid image in favor of a modern, youth-friendly approach. In this blog, we explore the top 7 ways PAP is leveraging social media to connect with a digital-savvy generation—and why it might make or break their political future.
1. Viral TikTok Videos with Ministers
One standout example is Health Minister Ong Ye Kung, who appeared in a TikTok video parodying the Friends theme song. Alongside other PAP candidates, the video blends humor and relatability, ending with the political message: “I’ll be there for you.” It’s a strategic shift from traditional, stiff political communication.
2. Lawrence Wong’s Digital Persona
Prime Minister Lawrence Wong has cultivated a strong online presence. From showing off his guitar skills to discussing the national budget in a cat café, Wong’s content mixes politics with personality. His Vietnam visit was even edited into a techno-soundtracked TikTok montage—proving he knows how to trend.
3. Collaborations with Local Influencers
Numerous Singaporean influencers now feature PAP figures in their content. Some host party members in casual Q&A formats, while others attend official PAP events. These partnerships blur the line between entertainment and politics, making the party more relatable to younger demographics.
4. Ministers in Unconventional Roles
From Edwin Tong serving coffee as a barista to Ong Ye Kung training at a radio station, these stunts humanize PAP leaders and show them in everyday settings. It’s a calculated effort to make government officials seem approachable, down-to-earth, and in touch with real Singaporeans.
5. Launch of Branded Merch like the Labubu Doll
The party has even embraced viral merchandise. A special edition of the Labubu doll—dressed in PAP’s white uniform—was launched as part of the campaign. It taps into pop culture trends while creating a buzzworthy brand association among youth.
6. Podcast Appearances for In-Depth Connection
Podcasts have become a key campaign channel. Politicians appear in long-form interviews where, according to voters like Rae Fung, “it’s hard to lie about your expertise.” This transparency fosters trust and gives youth deeper insight into candidates’ values.
7. Tackling Youth-Relevant Issues Online
While style matters, substance is still king. The PAP addresses real concerns like rising living costs, housing affordability, and job opportunities in their online campaigns. By targeting these pain points, the party aligns its digital messaging with young voters’ priorities.
Opposition Also Ramps Up Online Presence
Opposition parties have also stepped into the digital arena, producing memes, skits, and original songs. One viral opposition video, “Look Left Look Right,” turned campaign frustration into social media gold. However, resource limitations often hinder the opposition’s ability to compete with the PAP’s high-end productions.
There has also been growing uncertainty about job prospects and the economy. Singapore’s authorities and economists have warned of the fallout and a possible technical recession from the US-China trade war and US President Donald Trump’s global tariffs.
The PAP government has tried to address these worries. Besides providing subsidised housing for first-time buyers, it has increased the supply of public flats and issued subsidies and cash vouchers to help with childcare and daily expenses. Opposition parties argue they can do more.
At a recent PAP election rally, one 37-year-old attendee who declined to be named said that while he was “not very confident” that the PAP would be able to lead the country out of the global economic uncertainty, his “confidence level is even lower” for the opposition.
Meanwhile at an opposition rally, 28-year-old Ariel, who only gave her first name, told the BBC that many of her peers have not been able to get jobs after graduation. She did not think the government had addressed their worries.
Voting in more of opposition candidates would be the way “for Singaporeans to voice out our pain and concerns”, she insisted.
In Singapore media campaigns may be important for drumming up political participation during elections, said Dr Soon, but social media engagement does not translate directly into support at the ballot box.
“At the end of the day,” she said, it’s about “whom people think would deliver” – be it providing more jobs, lowering costs of living, or being alternative voices in parliament.
Conclusion
The PAP’s digital transformation reflects a broader trend in global politics—where social media can make or break campaigns. While the party continues to benefit from institutional advantages, its outreach to younger, first-time voters could be the critical factor in maintaining long-term dominance.
Whether these creative strategies lead to tangible electoral gains remains to be seen, but one thing is clear: Singapore’s political battleground has moved online.
Want to explore more? Check out our blog on how the cost of living shapes voter sentiment or how TikTok is changing politics across Asia.