Xiaomi Korea said on Jan. 7 it is launching a social campaign, "Shot on Xiaomi," to promote the imaging technology of the Xiaomi 15 Ultra, which drew attention after it was used for a presidential selfie.

Xiaomi Korea is using heightened interest in image quality after President Lee Jae-myung posted a selfie taken with the Xiaomi 15 Ultra on his official X account on Jan. 5. Lee said, "I got a great shot with the smartphone I received as a gift in Gyeongju," and added, "The image quality is certain."

The Xiaomi 15 Ultra used by the president was delivered as an official gift among heads of state at an APEC event in November last year. The product features a camera co-developed with Leica and supports bright and clear selfies with a 32-megapixel front camera and an f/2.0 aperture. It applies a 90-degree wide-angle field of view, allowing multiple people to be captured in one frame in group selfies.

The campaign runs by uploading photos taken with Xiaomi smartphones to Xiaomi Korea's official Instagram notice room. Participation is open regardless of device model. Goods will be given to winners selected by lottery from among participants.

A Xiaomi official said, "Xiaomi plans to provide a more improved user experience by incorporating into the smartphone environment everything from Leica's professional optical technology and aesthetic philosophy accumulated over more than 100 years to the origins of camera manufacturing technology."