South Korean Government Officials Embrace Social Media Following Policy Shift

A recent change in policy has led to increased social media activity from South Korean government officials, marking a departure from previous restrictions. This shift, initiated around the anniversary of the December 3 martial law incident in 2025, encourages officials to directly engage with the public and promote government initiatives through platforms like Facebook and X (formerly Twitter).

From Restraint to Engagement

Prior to this policy change, Blue House staff members largely refrained from posting on personal social media accounts. Exceptions were limited to director-level positions. Lee Kyu-yeon, senior secretary for public relations and communication, reportedly informed President Lee Jae-myung that aides were avoiding social media due to concerns about miscommunication. The goal was to maintain a unified message through official channels.

President Lee’s Directive

However, around the Lunar New Year holiday in February 2026, President Lee Jae-myung issued a directive to senior officials and spokespeople, encouraging them to utilize social media for government promotion. This followed a similar approach taken by individual ministries, allowing them to promote their own affairs. Kim Nam-joon, a spokesperson, began Facebook activity in December 2025, responding to claims made by the People Power Party regarding his attendance at a religious service. Yonhap News Agency reported on this shift in activity.

Emphasis on Publicity and Communication

President Lee has consistently emphasized the importance of government publicity, stating that “50% of good policies depend on publicity and communication.” He encouraged State Council members to actively engage with the public through social media after the first cabinet meeting in September 2025. This led to many lawyers and bureaucrats creating new social media accounts.

Public Praise and Increased Adoption

Bae Kyeong-hoon, Deputy Prime Minister and Minister of Science and ICT, recently received public praise from President Lee after posting a YouTube Shorts video of a visit to a traditional market. President Lee shared the video on X, commending Bae’s efforts. Following this public acknowledgment, a Blue House official noted a significant increase in the number of State Council members joining X.

Ongoing Communication Strategy

Government departments now receive regular instructions from the Blue House to strengthen policy promotion and increase direct communication with the public through social media and platforms like YouTube. This represents a significant change in approach compared to previous administrations.