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But Peter Singer, a professor in the Center for the Future of War at Arizona State University, said Mr. Fedorov was “incredibly effective” in urging companies to rethink their Russian connections.
“Let alone the nation, no celebrity has been more effective than Ukraine in naming corporate brands and embarrassing them for acting morally,” Singer said. If there is such a thing as “cancel culture”, Ukrainians can claim that they developed it in the war.”
During the 45-minute interview on Zoom, Mr. Fedorov sat in front of a wood-paneled wall, dressed in a baggy gray fleece with a black zipper. He said he slept about three to four hours a night, and was often interrupted by alerts on his iPhone every 30 minutes that he kept by his bed. He said he was worried about his father, who was in intensive care last week after a missile hit the house next door.
“I shrugged in horror,” he said. “War has also knocked on my door personally.”
Mr. Fedorov grew up in the small town of Vasylivka near the Dnieper River in southern Ukraine. Before going into politics, he founded a digital marketing company called SMMSTUDIO, which designs online advertising campaigns.
The job led him to a job in 2018 with Mr. Zelensky, an actor who was then unexpectedly running for president of Ukraine. Mr. Fedorov became the digital director of the campaign and used social media to portray Mr. Zelensky as a young symbol of change.
After that Mr. Zelensky was elected In 2019, he appointed Mr. Fedorov, who is 28 years old, as minister of digital transformation and put him in charge of the digitization of Ukrainian social services. Through a government app, people can pay speeding tickets or manage their taxes. Last year, Mr. Fedorov visited Silicon Valley to meet with leaders, including Apple’s CEO Tim Cook.
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