Xiaomi Uses President Lee's Xi Selfie for Brand Impact

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President Lee Jae-myung recently captured the attention of both the public and media by sharing a selfie with Chinese President Xi Jinping, taken using a Xiaomi smartphone during his visit to Beijing. This event has led to a significant promotional campaign by Xiaomi Korea.

Xiaomi Korea announced on the 9th that it would launch a price discount promotion for its flagship smartphone, the ‘Xiaomi 15 Ultra.’ The promotion ran from that day until the 15th, offering the device—which normally retails for 1,699,000 Korean won—for 1,299,000 Korean won, a 400,000 Korean won discount over approximately one week.

The model being discounted is the same one that President Lee and First Lady Kim Hea-kyung used to take a selfie with President Xi and Peng Liyuan on the 5th, which attracted considerable public interest. The device was gifted to President Lee by President Xi during the November APEC summit in Gyeongju last year. Cheong Wa Dae confirmed that President Lee personally instructed his staff to activate the phone before his recent visit to Beijing.

President Lee shared the selfie on his X account, highlighting the camera quality of the model. He wrote, “A selfie with President Xi Jinping and his wife taken with the Xiaomi gifted in Gyeongju,” adding, “The image quality is definitely solid, right?” and “I managed to get a lifetime photo thanks to this ㅎㅎ.”

Government officials have emphasized the diplomatic success of President Lee’s ‘Xiaomi selfie.’ Prime Minister Kim Min-seok, appearing on KBC’s ‘New Year Special Debate’ on the 9th, stated, “Have you heard how many views the selfie scene has garnered globally? As of yesterday, it reached 600 million views. This is the result of intense deliberation to genuinely delight the other party and ultimately realize national interests.” Cheong Wa Dae spokesperson Kang Yu-jung, on the same day’s ‘Kim Ou-joon’s Humility Is Hard News Factory,’ remarked, “There have already been two historic scenes related to Xiaomi.” During a briefing on the 6th, Kang described the selfie as “a unique emotional diplomacy and smile diplomacy by President Lee, who opens hearts with wit and charm.”

Xiaomi Korea utilized phrases such as “the very phone at the center of the buzz” during this discount event, clearly capitalizing on President Lee’s impromptu selfie. On the 7th, the company also launched a ‘lifetime photo’ campaign following the selfie incident. Participants could share their best photos taken with any Xiaomi smartphone on Instagram for a chance to win limited-edition goods through a lottery.

The Xiaomi 15 Ultra features a 32MP high-resolution front camera co-developed with German camera manufacturer Leica. It supports clear selfie capture via an f/2.0 aperture. Xiaomi announced at a product launch event in Beijing on December 25 last year that it would strengthen joint research and development with Leica.

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