Unintended Consequences: How a Viral Olympic Selfie Endangered North Korean Athletes

By Valerie Johnson, HRNK Research Intern
Edited by Diletta De Luca, Research Associate

In today’s world, where a photo can instantly be shared across borders, it’s easy to forget that exposure can come with serious risks for some people. For North Korean athletes Ri Jong-sik and Kim Kum-yong, who attended the Paris 2024 Olympics after a 12-year absence, a simple selfie came with unimaginable consequences, potentially threatening their safety, their freedom, or even their lives. What seemed like a heartwarming moment of friendship—smiling alongside their South Korean and Chinese counterparts—was more than just a symbol of unity after years of division. For the North Korean athletes, it came with significant personal risk and made the simple gesture far more dangerous than it seemed.

The selfie, part of a campaign supported by the International Olympic Committee (IOC) and Samsung, highlights how international events can unite athletes in ways that are praised worldwide but regarded with suspicion and fear in authoritarian countries like North Korea.[1] In North Korea, where the Kim regime tightly controls every aspect of people’s lives, even small interactions with foreigners – and especially South Koreans – are viewed as dangerous acts of rebellion.[2] Reports suggest that Ri and Kim are currently undergoing “ideological cleansing,” which might involve imprisoning, executing, or internally exiling individuals deemed a threat to North Korea’s “socialist order.”[3] This alarming possibility raises critical questions about the responsibility of international organizations like the IOC to protect vulnerable athletes, particularly those from authoritarian states such as North Korea.

Sports Diplomacy: A History of Unity and Tension

To grasp the full significance of the viral selfie, it is essential to consider it within the larger context of sports diplomacy between North and South Korea. Despite being still at war, the two nations have often used international sporting events as a stage for symbolic acts of unity, with mixed outcomes over the years.

North Korea’s participation in the 1966 World Cup is one of the earliest and most significant examples of sports diplomacy. Despite the country's isolation, the tournament provided a rare opportunity for the regime to engage with the outside world.[4] After their historic win against Italy in 1966, North Korean footballers were initially hailed as national heroes. However, they were later subjected to ideological criticism and harsh treatment due to concerns over interactions with foreign players and exposure to non-socialist influences.[5] Some reports indicate that the players were relocated to rural areas under harsh conditions as part of this punishment.[6] These actions underscore the ongoing risks faced by North Korean athletes upon their return from international events, particularly when they engage in social interactions with foreigners​.

The 1988 Seoul Olympics marked another critical moment in Korean sports diplomacy, though it was riddled with tension. South Korea, with backing from the IOC, aimed to boost its global image through the Games. However, this push unintentionally further isolated North Korea. Negotiations to involve North Korea in co-hosting Olympic events ultimately failed due to conflicting demands, including North Korea's request to host several key sports in Pyongyang and rename the Games as the 'Korea Pyongyang Seoul Olympic Games,' which were rejected.[7] North Korea’s exclusion and subsequent boycott led to heightened tensions and even a terrorist attack against the South, the bombing of Korean Air Flight 858 over the Andaman Sea in 1987 being linked to North Korea’s attempt to sabotage the Games.[8] This example highlights how international sporting events can sometimes further intensify political tensions instead of easing them.

More recently, the 2018 Winter Olympics in PyeongChang represented a brief thaw in relations between North and South Korea. Athletes from both countries marched under a unified flag and formed a joint women’s ice hockey team, celebrated as a step toward peace.[9] However, like past efforts in sports diplomacy, these moments of unity were short-lived. The complexities of diplomacy between the two Koreas showcase that while sports can help build connections, they rarely address the deeper political and ideological divisions between them and remain short-lived.

The political tensions between North and South Korea remain deeply entrenched, far beyond the world of sports. International sporting events have often become arenas for soft diplomacy, where gestures of unity can carry significant consequences. For athletes like Ri and Kim, their participation goes beyond symbolism; it’s a risky step into a space where every action is closely monitored and judged through the strict lens of ideological loyalty.

The IOC's Responsibility: A Delicate Balance

The IOC has long portrayed the Olympics as a neutral space where athletes from all nations can unite under ideals of peace and unity.[10] But this idealized view of global sports diplomacy often ignores the real dangers faced by athletes from repressive regimes like North Korea. While most athletes enjoy the freedom to express themselves and engage with others at these events, North Korean athletes live in a different reality, where unsanctioned interactions, even something as simple as a selfie, can result in harsh punishment back in their home country.

The IOC’s role goes beyond simply organizing events; it must protect athletes from potential physical and political harm. This responsibility was made clear at the Paris 2024 Olympics when a diplomatic mistake occurred during the opening ceremony: South Korea was mistakenly introduced as North Korea.[11] What might seem like a minor error to some carried significant political weight, emphasizing the delicate relationship between the two Koreas. Mistakes like these can escalate tensions, particularly on such a global stage, reminding us that organizations like the IOC must be mindful of the complexities involved in these political relationships.

The IOC has always promoted global unity, but unity without protection remains meaningless. To genuinely uphold the values of the Olympic movement, the IOC must take concrete action—implementing post-event safety checks, creating anonymous reporting systems, and working closely with human rights organizations to monitor athletes' well-being. For athletes like Ri and Kim, whose simple participation in a selfie was seen by their government as defiance, these safeguards aren’t just symbolic but vital. If the IOC fails to act, it risks being complicit in their potential suffering.

Pre-Event Briefings: Equipping Athletes to Navigate Diplomatic Complexities

Along with protective measures, the IOC should introduce mandatory pre-event briefings for all athletes, focusing on cultural and political awareness. These briefings would be a vital educational tool and help athletes understand the risks their peers from repressive regimes might face. By offering guidance on navigating sensitive interactions, such as the impact of social media exposure or unsanctioned contact with athletes from rival nations, the IOC can help prevent athletes from inadvertently sparking diplomatic or political issues.

For example, athletes could be informed about the specific risks North Korean athletes face and the severe consequences even a tiny gesture of camaraderie might have for them. By promoting a deeper understanding of the global context in which these athletes compete, the IOC can help reduce those risks to ensure that the Olympic spirit of respect and friendship is upheld without putting vulnerable participants in danger. These pre-event briefings would shield athletes from unintended political consequences and foster a greater cultural awareness and responsibility among all participants.

Media and the Double-Edged Sword of Global Exposure

Social media, though a powerful way to promote the values of the Olympics, can also be a double-edged sword, amplifying the risks for athletes from repressive regimes.[12] The viral spread of the selfie featuring Ri and Kim, which was shared across platforms worldwide, increased their visibility to international audiences as well as the North Korean regime.[13] Each like, share, and repost heightened the likelihood of their actions to be perceived as disloyal, putting their lives at even greater risk.

Ella McPherson, a media and human rights scholar, notes that while "social media can empower advocacy by breaking down traditional barriers to visibility, it also exposes vulnerable individuals to increased scrutiny and danger."[14] The case of Ri and Kim perfectly illustrates this paradox. Their selfie with Chinese and South Korean athletes symbolized unity and sportsmanship to the world, but it was seen as incriminating evidence by their government. This shows how, in authoritarian states, global visibility can be turned into a tool for repression.

Media outlets also need to acknowledge the ethical responsibility of their coverage. While celebrating viral moments, they must be aware of the risks that such exposure can pose to vulnerable athletes. Journalists must report and do so thoughtfully, ensuring their stories don’t unintentionally contribute to the repression they seek to highlight. Their coverage must be grounded in context, nuance, and, most importantly, compassion.

Beyond Paris: A Broader Call for Change

The Paris 2024 Olympics is just one example of a more extensive and ongoing issue. It reminds us that international events involving athletes from isolated or authoritarian regimes carry significant risks, even as they aim to promote global unity. The challenges faced by athletes like Ri and Kim are not unique to one event, nor are they isolated incidents. As we continue encouraging more reclusive nations to engage in international forums, we must understand that the responsibility doesn’t stop at one competition or celebration.

The risks for these athletes persist in every international space, whether it’s the Olympics, the World Cup, or other global gatherings. The dangers they face, from heightened scrutiny to the possibility of severe punishment upon returning home, are ever-present. Our concern cannot be temporary or selective. The safety structures and safeguards previously discussed must be applied consistently across all global platforms for inclusion and to genuinely protect those most vulnerable.

Ultimately, the goal of fostering unity through international sports should never come at the expense of individual human rights or the personal safety of athletes. In a world where a single photo can ignite global conversations, we must ask ourselves: Are we spreading hope or unintentionally fueling oppression? For athletes like Ri and Kim, the stakes are far greater than winning a medal; they and their families could face life-altering consequences. Only through informed and empathetic engagement can we ensure that our attempts to build bridges don’t become tools of division and harm.

A Lasting Reality Beyond the Spotlight

Many will remember the Paris 2024 Olympics with joy, unity, and global celebration. However, for athletes like Ri Jong-sik and Kim Kum-yong, the Olympics closing ceremony didn’t signal the end of their struggle. Once the media spotlight dims and the world moves on to the next big story, the harsh reality for these athletes continues. The viral selfie that briefly captivated the world may be forgotten, but the consequences for those living under authoritarian regimes endure long after the applause dies down.

In these quieter moments—when the cameras are gone, and the world’s attention shifts elsewhere—the true responsibility of organizations like the IOC and the global community becomes even more critical. Protecting athletes like Ri and Kim shouldn’t be a temporary concern, tied only to the duration of the Games. Instead, it must be an ongoing commitment grounded in sustained action and fundamental protections.

Valerie Johnson is an HRNK research intern and second-year master’s student at Lund University in Sweden, seeking a degree in Human Rights Studies. She particularly focuses on human rights access, international development policy, and good governance.


[1] Reddy, Shreyas. "Activists Call for Efforts to Protect North Korean Olympians after Viral Selfie." NK News, September 4, 2024. https://www.nknews.org/2024/09/activists-call-for-efforts-to-protect-north-korean-olympians-after-viral-selfie/
[2] Kim, Ja-ah, and Park Su-hyeon. "North Korean Athletes' Victory Selfies Raise Red Flags in Pyongyang." Chosun Ilbo, August 22, 2024. https://www.chosun.com/english/north-korea-en/2024/08/22/QNJLMFSNQJFWZCHN7SUHF3V5KY/.
[3] Ibid.
[4] Radchenko, Sergey. "It's Not Enough to Win: The Seoul Olympics and the Roots of North Korea’s Isolation." The International Journal of the History of Sport 29, no. 9 (2012): 1243-1262. https://doi.org/10.1080/09523367.2012.677036.
[5] Spezza, Gianluca. "North Korea and the Revolutionary Football of 1966." NK News, 17 April 2015, www.nknews.org/2015/04/north-korea-and-the-revolutionary-football-of-1966/.
[6] Ibid.
[7] Radchenko, Sergey. "It's Not Enough to Win: The Seoul Olympics and the Roots of North Korea's Isolation." The International Journal of the History of Sport, 29(9), 2012
[8] Ibid.
[9] Ibid.
[10] Yoon, Lina. "North Korean Olympian Selfies Spotlight Rights Crisis: Repression of Athletes Shows Overwhelming Ideological Control at Home and Abroad." Human Rights Watch, September 2, 2024. https://www.hrw.org/news/2024/09/02/north-korean-olympian-selfies-spotlight-rights-crisis
[11] Wertheimer, Tiffany. "South Korea Wrongly Introduced as North Korea at Olympics." BBC News, July 26, 2024. https://www.bbc.com/news/articles/cmj2r1403jpo.
[12] McPherson, Ella. "Social Media and Human Rights Advocacy." In The Routledge Companion to Media and Human Rights, edited by Howard Tumber and Silvio Waisbord, 2017. https://doi.org/10.4324/9781315619835-27.
[13] Reddy, Shreyas. "Activists Call for Efforts to Protect North Korean Olympians after Viral Selfie." NK News, September 4, 2024. https://www.nknews.org/2024/09/activists-call-for-efforts-to-protect-north-korean-olympians-after-viral-selfie/
[14] McPherson, Ella. "Social Media and Human Rights Advocacy." In The Routledge Companion to Media and Human Rights, edited by Howard Tumber and Silvio Waisbord, 2017. https://doi.org/10.4324/9781315619835-27.