The campaign period of the 2025 Singaporean general election lasted from 23 April to 1 May, with eleven political parties participating in the election, alongside two independent candidates. Ahead of the election, analysts and commentators indicated that rising cost-of-living, employment, and housing affordability were among voters' top concerns. Several constituencies, including East Coast, Marine Parade, Sengkang, and West Coast, were named as potential electoral "hotspots", with social media and podcasts also predicted to play a larger role in the campaign period. This election was the People's Action Party's (PAP) first under prime minister Lawrence Wong's leadership. The election saw similar issues of cost-of-living, employment, housing, and governance amid global economic uncertainty being addressed by political parties during their campaigns.
Political issues A January 2025 study by Blackbox Research's sentiment tracker, SensingSG, found that the cost of living remained the primary concern for Singaporeans. Voters also cited employment and housing as key issues, while higher-income groups expressed concerns about civil rights and democracy. Respondents indicated they prioritised the quality of governance at the constituency level rather than the national level, with nearly 90% of respondents expressing this view. Additionally, 88% of respondents emphasised the importance of candidate quality in their constituency, while 87.8% highlighted service delivery and infrastructure as key factors. Unlike in other countries, Blackbox anticipated that the upcoming general election would not be driven by personality-based politics.
Bhavan Jaipragas of The Straits Times (ST) commented that beyond everyday concerns like public housing and living costs, opposition parties should also address geopolitical matters as these can significantly influence domestic issues, particularly with the introduction of tariffs by the second Trump administration. Agence France-Presse and Nikkei Asia expected that economic uncertainties due to the tariffs would be a key concern among voters. Jaipragas also called for voters not to take Singapore's relevance and sovereignty for granted as he cited a 2009 Lee Kuan Yew speech. On the other hand, commentators at South China Morning Post (SCMP) expected voters to prioritise domestic issues over international affairs. Analysts on CNA said that the PAP's traditional "flight to safety" strategy during times of crisis – appealing to a desire to retain familiar leadership – could have become less effective amid growing voter scepticism and a more diverse electorate. Teo, on SCMP, added that the electorate could be desiring diverse voices in parliament. Opposition leaders called for unity through parliamentary diversity, pushing back on "government fearmongering". Analysts expected that trust-building, demonstrations of sincerity, and clear communication of plans to address both global developments and domestic issues would be essential in shaping electoral outcomes.
Ahead of the upcoming election, CNA and other Mediacorp media outlets identified East Coast, Marine Parade, Sengkang, and West Coast Group Representation Constituencies (GRC) as potential election "hotspots", with residents across these districts primarily concerned about the rising cost of living, employment, job security, and housing affordability. In East Coast, where the People's Action Party (PAP) narrowly defeated the Workers' Party (WP) in 2020, ageing infrastructure and elderly support were flagged as major issues. Private estate owners also sought greater transparency on lease renewals. In Marine Parade, in addition to concerns regarding immigration, job competition, school placements, it was speculated that PAP politician Tan Chuan-Jin's marital affair could influence the constituency's electoral outcome as he was well-regarded among residents there. In WP-held Sengkang, national issues were seen to be prioritised over constituency-level issues like estate cleanliness. Meanwhile, in West Coast, where the PAP won by 3.36% in 2020, estate management and transport were key concerns. The prosecution of the PAP's S. Iswaran and the presence of Tan Cheng Bock, the founder of the Progress Singapore Party (PSP) and a former PAP member of parliament (MP), could determine the outcome of the election.
In a CNA survey after the redrawing of electoral boundaries, most residents in redrawn constituencies like East Coast GRC, Marine Parade–Braddell Heights GRC, and West Coast–Jurong West GRC were largely indifferent to the changes. However, residents in East Coast and Marine Parade–Braddell Heights GRCs had questioned the rationale, and political analysts noted that the opposition could face more challenges. ST analysts, such as Mustafa Izzuddin and Felix Tan, believed that the boundary changes had strengthened support for the PAP in newly formed western GRCs. Analysts also suggested that East Coast GRC could be highly competitive due to the inclusion of educated, middle-class voters in Joo Chiat, who could prioritise political pluralism and checks on parliamentary power. Political observer Tan noted that younger voters in the newly formed Punggol GRC could potentially influence voting trends, where The Straits Times expected a fierce PAP–WP contest. However, Teo believed that many voters would focus more on national issues, party performance, and candidate quality than constituency-specific changes.
Use of social media Before the election campaign, The Straits Times reported in 2024 that politicians and political parties were prioritising their social media presence, with Teo Kay Key predicting that social media would play a significant role in the upcoming general election campaign. According to Bhavan Jaipragas of The Straits Times, the political climate in Singapore remained "comparatively healthy", but noted increasing polarisation on social media.
The PAP engaged social media influencers, with its MPs having actively used social media for outreach. In a March 2025 CNA Today article, the party claimed to avoid a "one-size-fits-all" approach to social media. According to itself, its MPs addressed a range of issues important to them and their residents, utilising social media in ways that "best [suited] their personalities". The WP and other opposition parties had also regularly updated their accounts with walkabout reports and other activities, considering social media essential for "levelling the playing field" and direct engagement with Singaporeans. Ravi Philemon, the secretary-general of Red Dot United (RDU), said that a social media presence was essential to compete against established parties with large followings. However, many had to operate with limited resources and depend on volunteers to manage their social media accounts.
While social media engagement was seen as crucial for voter outreach, Teo considered the electorate unlikely to rely solely on social media in their voting choices. According to the WP, social media was a complement rather than a substitute for its "longstanding" commitment to on-the-ground engagement ("ground work"). On the other hand, Singapore Democratic Party (SDP) vice-chairperson Bryan Lim stated that social media had been effective in addressing "some of the weaknesses of ground work," such as allowing him to connect with constituents he had failed to engage with in-depth.
Podcasts
Politicians, including prime minister Lawrence Wong, health minister Ong Ye Kung, and non-constituency member of parliament (NCMP) Hazel Poa, appeared on local podcasts as part of their communication and campaign strategies. Producers and hosts of four Singaporean podcasts told CNA Today that political interest in appearing on their platforms had surged since 2020, especially ahead of the 2025 general election. Experts interviewed by The Straits Times suggested that the casual format allowed politicians to connect with voters beyond traditional media, particularly younger people and older millennials. Kenneth Paul Tan of Hong Kong Baptist University noted that podcasts in Singapore served both as hegemonic reinforcement and contestation. While allowing the PAP to humanise its leaders and foster relatability, it also allowed the opposition to bypass mainstream media, challenge the PAP, and appeal to disillusioned Singaporeans, especially in Singapore's tightly controlled media landscape. Tan also believed that podcasts during the election changed Singaporeans' engagement with politics as politicians became more candid while voters "began listening differently".
Natalie Pang, head of the National University of Singapore's (NUS) Department of Communications and New Media, added that such podcasts could provide a platform for individuals with differing political views to engage in candid exchange with one another, an "important" factor amid rising political polarisation worldwide. Pang also highlighted that some podcast hosts had been willing to challenge politicians on their shows, often voicing public concerns and asking pressing questions. Nevertheless, commentators on CNA Today noted that viral online content did not necessarily translate into electoral success, as voters had mixed opinions on its influence. They also said that social media's reach was more confined to specific demographics, particularly younger voters. On 26 April, The Straits Times' Usual Place Podcast episode debated about the word "abandonment", which had been used heavily during earlier rallies, particularly the PPP and SDP's rallies. The podcast also questioned onto conviction politics in reference to WP candidate Harpreet Singh Nehal. Political broadcasts and debates Two Party Political Broadcasts (PPBs) were held on 25 April and 1 May, during the campaigning period. Political parties fielding at least six candidates under a recognised party symbol were allowed to deliver their campaigning messages on the PPBs. Mediacorp also hosted two roundtable talks on 27 and 29 April.
Slogans and manifestos Party/coalitionEnglish sloganOther official languagesRefsPeople's Action PartyChanged World, Fresh Team, New Resolve – Securing a Brighter Future for YouWorkers' PartyWorking for SingaporeProgress Singapore Party Progress for AllPeople's Power PartyMake Singapore Home AgainSingapore Democratic PartyThrive, Not Just SurviveSingapore People's PartyIt Is TimeRed Dot UnitedFirst-Class Citizens, Fairer SingaporeNational Solidarity PartyYour Future, Our Priority – A Bright Future for SingaporeSingapore Democratic AllianceMake Change HappenSingapore United PartyMoving Forward, TogetherPeople's Alliance for ReformTake Back What Belongs to YouDarryl LoYour Voice, Our FutureChinese: Malay: Tamil: Jeremy TanBe Retired, Not Tired
Opinion polls Under Section 78C of the Parliamentary Elections Act, it is illegal to publish the results of any election survey during the campaign period. DatesconductedPollsterClientSamplesizePAPWPPSPOthersLead 2025 YouGovN/A1,84540%12%1% 28 10 July 2020 2020 general election – –61.23% 11.22% 10.18% 50.01
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