KATHMANDU: In Nepal, a new social media phenomenon called “Expose Jholey” has captured the attention of politically aware youth. It targets party loyalists who blindly defend senior leaders, reflecting widespread frustration over entrenched practices and slow generational change.

Sparked after the September 8-9 Gen Z movement TikTok users now post photos and videos of loyalists, often humorously captioned and set to music, to call out their allegiance.

Following earlier campaigns like “Nepo Baby,” the trend underscores the growing influence of social media, youth activism, and public scrutiny in demanding accountability from Nepal’s political establishment.

What is the “Expose Jholey” campaign?
“Expose Jholey” is a viral online movement where TikTok and other social media users publicly highlight party loyalists—mockingly called “jholes”—who uncritically support senior political figures.

Participants post photos and videos with humorous captions and popular songs, aiming to call out unquestioning loyalty that undermines accountability and generational change.

The campaign functions as both satire and activism, blending entertainment with political commentary. It seeks to pressure individuals and parties by generating reputational consequences for blind allegiance.

In Nepal’s context, where traditional hierarchies dominate politics, the campaign reflects youth frustration and the innovative use of digital platforms to demand transparency and reform.

How did the trend originate?
The trend emerged after the Gen Z uprising when tens of thousands of young Nepalis protested corruption and demanded political reform.

Before the “Expose Jholey” trend, social media users had launched the “Nepo Baby” campaign, which highlighted the children of wealthy politicians, bureaucrats, and media figures, exposing their inherited wealth, privileges, and perceived arrogance.

As older parties failed to demonstrate meaningful change despite public pressure, attention shifted to loyalists who continued to defend entrenched leaders.

Social media users began tagging individuals, posting satirical captions, and sharing viral videos, transforming frustration into a coordinated campaign.

This evolution illustrates how youth activism leverages digital platforms to hold not only leaders but also their devoted cadres accountable for resisting generational and systemic reform.

Who are the primary targets?
The campaign focuses on leaders of major parties and their immediate loyalists.

Key figures highlighted include UML Chair KP Sharma Oli, Nepali Congress President Sher Bahadur Deuba, Maoist Chairman Pushpa Kamal Dahal ‘Prachanda’, and other leaders like Shankar Pokharel, Arzu Rana Deuba, Mahesh Basnet, Ramesh Lekhak, Dipak Khadka, Barshaman Pun, among others.

Posts typically feature loyalists standing beside these leaders during rallies, events, or public functions. The content often exaggerates their allegiance through humorous captions or satirical music, drawing attention to the perceived blind devotion.

By targeting both prominent leaders and their close supporters, the movement underscores the broader critique of entrenched political hierarchies and signals youth demand for both systemic reform and accountability at all levels of party structures.

How do participants engage with the trend?
Participants engage by posting images and videos of party loyalists on TikTok and other platforms. These posts often include humorous or ironic captions, such as “Mouth open, brain closed jholey,” paired with viral songs to attract attention.

Users encourage others to tag familiar individuals and share widely, increasing the reach and virality of content.

Some posts also urge families of loyalists to intervene, creating social pressure from multiple angles.

By gamifying accountability and turning it into a participatory online trend, the campaign combines entertainment, political activism, and public shaming, amplifying youth voices while signaling the broader societal demand for ethical conduct and leadership renewal.

What was the previous “I am Jholey” trend by UML cadres?
Few months ago, some CPN (UML) cadres initiated the “I am Jholey” trend, ironically embracing the label as a badge of loyalty to senior party leaders.

Videos showed cadres celebrating their allegiance during rallies and public appearances, reinforcing traditional notions of obedience within party ranks.

Social media users later repurposed these posts to mock blind loyalty and highlight hypocrisy, feeding into the broader “Expose Jholey” campaign.

The juxtaposition of self-proclaimed “jholeys” with public criticism demonstrates how digital culture allows youth to creatively challenge hierarchies, turning previously self-congratulatory displays into a powerful instrument for accountability and public discourse.

Why has the trend gained traction recently?
The campaign has surged due to ongoing youth frustration with entrenched political hierarchies and the slow pace of generational change.

Despite the Gen Z protests and repeated demands for accountability, older parties continue to resist structural reforms.

Viral videos showing loyalists defending senior leaders at recent rallies have reignited participation, with social media amplifying the movement at unprecedented speed.

The combination of widespread disillusionment and the ease of digital content creation enable rapid sharing, engagement, and discussion, making it a powerful tool for youth expression.

This momentum reflects not only dissatisfaction but also innovative strategies for civic activism in a highly networked society.

What is the social and political significance of the trend?
Sociologists argue that “Expose Jholey” illustrates youth discontent with systemic corruption, nepotism, and the lack of leadership accountability.

It demonstrates how social media can catalyze civic engagement, turning humor and satire into instruments of political pressure.

The campaign highlights the clash between traditional hierarchies and digitally aware, politically engaged youth demanding change. By publicly exposing loyalists, the movement encourages reflection, discussion, and debate on generational turnover and party reform.

Beyond social media, it reflects a broader cultural shift in which younger citizens increasingly refuse to accept unquestioned authority, pushing for transparency, ethical leadership, and a more participatory political environment.

Can this trend influence political reform?
While primarily symbolic, “Expose Jholey” exerts reputational pressure on loyalists and party leaders, signaling that blind allegiance is subject to public scrutiny.

By highlighting the persistence of entrenched hierarchies, the trend may encourage parties to consider leadership transitions, ethical reforms, and youth representation.

Its effectiveness depends on continued civic engagement beyond social media, including protests, voting, and internal party advocacy.

Even as a digital phenomenon, it reinforces accountability norms and demonstrates the capacity of youth-driven campaigns to shape discourse, influence leadership behavior, and create momentum for incremental structural reforms in Nepal’s political system.

How does public shaming work in this context?
Public shaming on social media works by rapidly disseminating content that exposes blind loyalty or hypocrisy, creating reputational stakes for individuals and parties.

Humorous captions, satire, and viral videos increase engagement and encourage widespread discussion. By generating peer and societal pressure, such campaigns can influence behavior without formal institutional mechanisms.

In Nepal, where traditional hierarchies dominate, this form of digital activism allows young citizens to voice dissent, challenge established norms, and demand transparency.

It converts online attention into a tool of civic accountability, demonstrating how social media can amplify voices that might otherwise struggle to impact entrenched political systems.

Will this youth frustration drive party restructuring?
Ongoing frustration among young voters is pressuring political parties to reconsider leadership and policy priorities.

Campaigns such as “Nepo Baby” and “Expose Jholey” reflect the youth’s refusal to accept entrenched hierarchies and their demand for generational change, transparency, and ethical governance.

Prominent leaders like Gagan Thapa in the Nepali Congress, Surendra Pandey and Yogesh Bhattarai in the CPN (UML), and Janardan Sharma in the Maoist Centre have begun advocating for party reforms and leadership renewal.

The growing social media-driven trends lend momentum to these efforts, amplifying calls for structural change across Nepal’s major political parties.

This pressure creates momentum for internal debate, structural reform, and potential policy changes, even if leadership is slow to respond.

Youth activism, amplified through social media, acts as a mechanism to hold parties accountable, influencing decision-making and reshaping party culture.

Over time, this frustration can catalyze long-term changes in leadership, representation, and party organization.