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Steven Cheung

Steven Cheung (born June 23, 1982) is an political advisor and communications strategist serving as since January 2025. A Sacramento native of descent, Cheung began his career interning in Governor Schwarzenegger's administration before rising through political communications roles. He joined Trump's orbit during the 2016 presidential campaign, advancing to senior communications positions in the 2020 reelection effort and directing communications for the successful 2024 bid. Cheung's tenure has been marked by a combative, unyielding media strategy emphasizing direct confrontation with critics and rapid response tactics, which supporters credit with effectively countering adversarial coverage amid institutional biases in mainstream outlets. Often dubbed Trump's "sumo wrestler" spokesman for his robust physical build and aggressive style—reflecting shared interests in UFC and combat sports—Cheung has drawn media scrutiny for sharp retorts and profanity-laced exchanges, yet his approach aligns with a disciplined, data-driven campaign operation that prioritized message control over traditional decorum.

Early life and education

Childhood and family background

Steven Cheung, born Huyen Cheung on June 23, 1982, in , grew up in the city's South Sacramento area as a -American. His family roots trace to heritage, reflecting the immigrant influences common among many Asian-American families in California's diverse urban communities during that era. Limited public details exist on his dynamics, though his Sacramento upbringing in a working-class neighborhood shaped an early environment emphasizing self-reliance amid economic challenges typical of second-generation immigrant households. Cheung attended High School in Sacramento, where formative experiences in a multicultural setting likely contributed to his direct communication style, though specific family-driven exposures to or sports remain undocumented in available records.

Academic pursuits and early career interests

Cheung completed his undergraduate education in , during which he gained initial exposure to political communications through an in the office of Governor , focusing on speechwriting and messaging. This role, undertaken while still a student, highlighted his emerging aptitude for crafting persuasive narratives in a high-stakes political environment. Parallel to his academic pursuits, Cheung developed a keen interest in combat sports, including UFC and , which cultivated a strategic, confrontational approach to competition and advocacy. These pursuits reflected an early affinity for aggressive tactics and rapid-response dynamics, influencing his preference for roles in communications and .

Pre-Trump career

Political internships and entry into advising

Following his graduation from , with degrees in and , Steven Cheung secured an internship in the communications office of California Governor . In this role, Cheung handled tasks including speech-writing and press coordination, which he later described as one of his most rewarding early positions for providing practical lessons on effective and ineffective political messaging. Schwarzenegger's administration, operating from 2003 to 2011, offered a relatively moderate environment amid California's politically diverse landscape, allowing interns like Cheung to engage in low-stakes media interactions and strategic response development without the national scrutiny of presidential races. Cheung transitioned to a more campaign-oriented role as an administrative assistant on John McCain's 2008 presidential campaign, supporting efforts alongside running mate . This position involved logistical and communications support in a competitive primary and context, honing skills in rapid response and team coordination under pressure from media inquiries and opponent attacks. These entry-level experiences in state and federal operations laid the groundwork for Cheung's subsequent advisory work, emphasizing direct exposure to messaging discipline and stakeholder management in conservative political settings prior to 2016.

Roles in sports and entertainment sectors

Prior to his involvement in political campaigns, Cheung served as a communications director and spokesperson for the (UFC), a promotion based in Las Vegas, Nevada. In this capacity, he handled duties, including media responses to fighter controversies and event promotions, during a period when UFC was expanding its mainstream appeal amid regulatory challenges and high-profile bouts. His work contributed to the organization's combative branding strategy, emphasizing aggressive defense against critics in an industry known for its tolerance of on-air trash-talking and rapid rebuttals to negative coverage. Cheung's UFC tenure, spanning several years leading up to , involved coordinating communications for events that drew millions of viewers, such as those featuring rising stars amid the promotion's growth from niche appeal to global events generating over $600 million in annual revenue by the mid-2010s. This role honed his approach to crisis management in a sector where scandals, like doping violations or fighter ejections, required swift, confrontational media engagement to protect brand image and sustain fan interest. Beyond UFC, Cheung maintained ties to professional wrestling through personal enthusiasm for , attending events and cultivating relationships with combat sports personalities, though he held no formal positions there. These experiences in emphasized performative aggression and audience mobilization, skills evident in his handling of high-stakes narratives without reliance on traditional deference to media gatekeepers.

Political career with Trump

2016 presidential campaign involvement

Steven Cheung joined 's 2016 presidential campaign in early July 2016 as director of rapid response. Previously serving as communications director for the , Cheung was recruited to strengthen the campaign's defenses amid intensifying scrutiny following Trump's primary victories. His hiring occurred just before the , as the campaign shifted focus to the general election contest against . In this position, Cheung's primary responsibilities centered on monitoring and issuing swift rebuttals to perceived false or unbalanced reporting, as well as countering attacks from Democratic opponents. The rapid response team, under his direction, aimed to disrupt negative narratives in real time, drawing on tactics honed in high-stakes environments like promotions where Cheung had managed aggressive press interactions. This role marked Cheung's entry into Trump's inner communications circle, positioning him to address the barrage of criticisms over Trump's policy positions, personal history, and campaign rhetoric during the fall election cycle. Cheung's efforts contributed to the campaign's combative media strategy in the general , focusing on proactive defenses against allegations of extremism and unfitness that dominated coverage from outlets like and . While specific public statements attributed to him during this period are limited in available records, his behind-the-scenes coordination supported the broader pushback that characterized 's response to debates and scandals, such as the October 2016 Access Hollywood tape fallout. This foundational involvement in rapid response laid the groundwork for Cheung's expanded influence in subsequent efforts.

Post-2016 advisory roles and 2020 campaign

Following the 2016 election, Cheung joined the Trump as Special Assistant to the and Assistant Communications , focusing on rapid response to inquiries and political attacks. On September 12, 2017, Trump announced Cheung's promotion to of Strategic Response, a role involving coordination of defensive communications against investigations, policy critiques, and adversarial narratives from Democrats and . In this capacity, he supported the administration's efforts to frame responses to events like the Russia investigation, where statements emphasized lack of collusion based on emerging details released in 2019. Cheung maintained an external advisory role through 2020, acting as a frequent surrogate on cable news and issuing statements defending amid the first proceedings in late 2019 and early 2020, which centered on Ukraine aid and centered on allegations of . His contributions included amplifying administration rebuttals that portrayed the as a , aligning with 's public defenses that correlated with stable Republican support levels in contemporaneous Gallup polls hovering around 85-90% among GOP voters during the trial period. For the 2020 reelection campaign, Cheung served as a communications consultant, handling spokesperson duties and strategic messaging on key issues including the response. He issued statements critiquing coverage of pandemic data, such as disputing overstatements of case fatality rates by highlighting recovered cases exceeding 10 million by mid-2020 per CDC figures, and advocating for Operation Warp Speed's vaccine development timeline that delivered emergency authorizations by December 2020. Post-election, Cheung coordinated responses to vote-counting disputes in states like and , asserting in November 2020 statements that procedural irregularities—such as extended deadlines—justified audits, though courts dismissed over 60 related lawsuits for lack of evidence by early 2021. These efforts sustained base enthusiasm, as evidenced by tracking Trump's approval among Republicans remaining above 80% through January 2021 despite the loss.

2024 campaign as communications director

Steven Cheung served as communications director for Donald 's 2024 presidential campaign, overseeing the team's messaging strategy amid multiple legal challenges against , including federal indictments related to classified documents and interference, as well as state-level cases in and . In this capacity, he managed a communications operation that included spokespeople such as national Karoline Leavitt, focusing on rapid response to counter narratives from the Biden-Harris administration and outlets. Cheung's team emphasized proactive rebuttals to claims portraying as a threat to , framing ongoing prosecutions as politically motivated efforts to interfere with the , which aligned with court delays in several cases that kept free to campaign. Key tactics under Cheung involved swift fact-checking and public statements debunking opponent assertions, such as Harris campaign characterizations of 's policy positions on and the as extreme. For instance, following the June 27, , presidential debate between and , the communications team, led by Cheung, highlighted Biden's performance lapses to underscore cognitive concerns, contributing to Biden's withdrawal on July 21, , and Harris's late entry into the race. Cheung personally issued statements dismissing media amplifications of Harris's border security record, labeling them as distortions amid data showing record migrant encounters under the Biden administration—over 2.4 million in 2023 alone. These responses aimed to neutralize negative coverage, allowing the campaign to pivot to contrasts on , which had peaked at 9.1% in June 2022, and crime rates in key battleground cities. During the campaign's final months, Cheung's direction adapted to unique pressures, including two assassination attempts on in July and September 2024, where messaging framed the events as failures of protection under the incumbent administration while reinforcing Trump's resilience to rally base support. In the September 10, 2024, debate against Harris, pre-event communications prepared lines attacking her tenure as "border czar," tying it to fentanyl overdose deaths exceeding 70,000 annually; post-debate, the team critiqued perceived in , arguing it disadvantaged Trump unfairly. These efforts correlated with Trump's electoral gains, as exit polls indicated voter priorities on and favored his positions, leading to victories in all seven states and 312 electoral votes on November 5, 2024. In the immediate post-election transition period, Cheung continued leading communications to coordinate with the outgoing administration, issuing statements that emphasized continuity in briefings and minimized public friction over access disputes, facilitating a smoother handover compared to delays. This proactive approach, including daily updates on transition team formations, helped sustain momentum from the campaign's success without major disruptions from litigation or media scrutiny.

White House role

Appointment as communications director

On November 15, 2024, President-elect announced Steven Cheung's appointment as , effective following the . The selection drew directly from Cheung's role as communications director for the Trump-Vance 2024 presidential campaign, where he managed daily messaging and rapid-response operations amid intense media scrutiny. Trump's decision emphasized Cheung's prior experience in the first Trump administration as Director of Strategic Response, a position focused on countering adversarial narratives in real time, positioning him to replicate campaign-era tactics in the executive branch. This elevation underscored a deliberate continuity in approach, prioritizing personnel versed in offensive media engagement over those from more accommodationist backgrounds in prior White House communications roles, such as under administrations that deferred to establishment press dynamics. Cheung's initial mandate centered on orchestrating the White House's overarching messaging strategy during the transition period, including coordination with incoming Karoline Leavitt to align public communications with policy rollout. The appointment, announced via Trump's transition team, signaled an intent to institutionalize the campaign's confrontational posture toward media institutions perceived as structurally antagonistic, leveraging Cheung's track record of unyielding rebuttals to shape narrative control from the outset.

Key responsibilities and actions in 2025

In his role as , Steven Cheung coordinated the administration's public messaging on foreign policy initiatives, including updates on diplomatic engagements with . On April 26, 2025, during President Trump's meeting with Ukrainian President in ahead of ' funeral, Cheung informed the traveling press pool that the leaders had held a private session resulting in a "very productive discussion," emphasizing ongoing coordination without disclosing specifics. This communication aligned with the administration's efforts to signal progress in resolving the Russia- conflict, countering narratives of stalled talks by highlighting bilateral productivity. Cheung also managed responses to international developments perceived as slights against the , particularly regarding the . On October 10, 2025, following the Nobel Committee's announcement awarding the prize to Venezuelan opposition leader for her advocacy, Cheung publicly criticized the decision on X, stating that the committee had "proved they place politics over peace" by overlooking Trump's contributions to . This rebuttal framed the award as ideologically driven, tying it to broader goals of challenging institutional biases in elite recognitions. Domestically, Cheung engaged directly in media interactions to shape narratives on policy execution, often aboard . For instance, on February 19, 2025, he accompanied during informal exchanges with journalists en route, facilitating unscripted defenses of administration priorities like economic reforms. Similar gaggles occurred on April 13, 2025, where Cheung fielded queries on and domestic agendas, using pointed rebuttals to preempt media skepticism with administration-aligned facts. These sessions exemplified Cheung's approach to real-time narrative control, prioritizing direct confrontation over traditional briefings to align public perception with verifiable outcomes.

Communication style

Core tactics and influences

Cheung employs a communication methodology centered on rapid-fire rebuttals and provocative , including personal insults directed at journalists and outlets, to disrupt unfavorable narratives and maintain offensive momentum in interactions. This tactic prioritizes immediacy over measured responses, treating press engagements as zero-sum contests where hesitation cedes ground. A hallmark of his style is the integration of sports metaphors, exemplified by his self-described "sumo wrestler" persona, which evokes brute force and unyielding physicality in verbal sparring. Drawing from his professional experience in UFC communications, where he managed high-stakes promotion amid aggressive promotional environments, Cheung adapts elements of dynamics—such as preemptive strikes and psychological intimidation—to political discourse. His approach also reflects influences from Arnold Schwarzenegger's governorship, where Cheung interned and observed a pragmatic, bodybuilder-derived that eschews elite decorum for direct, results-oriented confrontation. Rather than adhering to norms of journalistic , Cheung's framework dismisses such protocols as concessions to institutionally skewed adversaries, opting instead for tactics that mirror the causal asymmetries in media power structures.

Strategic rationale and empirical outcomes

Cheung's communication approach stems from a view that traditional deference to outlets, which often exhibit systemic left-leaning bias, allows adversarial questioning to dominate unchallenged and erode public support. By adopting relentless aggression—drawing inspiration from UFC promoter Dana White's philosophy of constant pressure without relenting—Cheung aims to force media entities into defensive postures, thereby restoring narrative balance and deterring unchecked attacks on . This first-principles posits that yielding ground through polite engagement cedes the initiative to outlets predisposed to negative framing, whereas proactive insults and rapid rebuttals compel broader coverage of counterarguments and loyalist perspectives. Empirically, the approach correlated with tangible gains during the 2024 campaign, including post-indictment poll recoveries where Trump's support rose despite predictions of decline, as Cheung anticipated and publicly forecasted. Aggressive "Kiss of Death" email blasts targeting rivals like effectively neutralized primary challenges, contributing to Trump's consolidated nomination by March 2024. In the White House context post-inauguration, content like a flight video amassed 200 million views and 886,000 engagements, demonstrating amplified reach beyond filters. Overall, the strategy underpinned the campaign's electoral success on November 5, 2024, overcoming legal indictments, assassination attempts, and pervasive negative coverage that prior efforts, reliant on accommodation, had failed to surmount. Critiques labeling the style "toxic" overlook media double standards, where similar aggression from left-leaning outlets faces minimal backlash, and ignore causal evidence that restraint in 2016-2020 cycles allowed unchecked narratives to penetrate voter perceptions more deeply. In contrast to the first Trump's term, where internal leaks fragmented messaging, Cheung's unified team structure in reduced such vulnerabilities, enabling consistent dominance over reactive alternatives like the Biden-Harris operation's restricted access. This yielded not just defensive parries but offensive narrative control, as seen in refuted smears (e.g., allegations post-2021 events) that previously lingered without aggressive .

Controversies and criticisms

Media confrontations and public disputes

In October 2025, Steven Cheung accused the of prioritizing "politics over " after it awarded the to Venezuelan opposition leader rather than President Trump, whom Cheung claimed deserved recognition for diplomatic initiatives including efforts to negotiate an end to the Russia-Ukraine war. The committee cited Machado's to Nicolás Maduro's regime as the basis for its selection, amid ongoing international scrutiny of Venezuela's disputed . Cheung's statement, posted on , framed the omission as a dismissal of Trump's role in advancing global stability, including proposed Ukraine talks that involved halting U.S. aid to compel negotiations. Critics of Trump's approach, including former officials, had previously described it as unbalanced toward interests and rewarding aggression. On October 22, 2025, Cheung directed sharp criticism at former White House Press Secretary Jen Psaki for remarks on MSNBC implying that Second Lady Usha Vance lived in fear of Vice President JD Vance, describing Psaki's comments as "vile" and accusing her of projecting personal issues while trivializing serious allegations of domestic strife. Psaki had framed her on-air joke as commentary on Vance's political ambitions potentially straining personal relationships, but opponents contended it irresponsibly invoked abuse tropes without evidence. Cheung's response, characterized in media reports as unleashing "hellfire," escalated the exchange and drew rebukes from Psaki's defenders who viewed it as personal vitriol rather than substantive rebuttal. Earlier disputes with Psaki included a February 2025 online spat triggered by Cheung's post of forgotten Biden-era stationery bearing her name, which he used to mock her tenure; Psaki countered by questioning the pettiness amid pressing policy matters. In May 2025, Cheung confronted a reporter inquiring about the administration's limited release of presidential transcripts, labeling the question "truly f-king stupid" and defending the practice as unnecessary for routine interactions. The reporter's persistence highlighted concerns over accountability in communications, while Cheung positioned it as media overreach ignoring operational norms. These incidents reflect a pattern where Cheung employs unfiltered rhetoric to counter what he describes as hypocritical or biased media scrutiny, often provoking reciprocal accusations of fostering division.

Accusations of aggression and responses

Critics, including outlets such as NPR and The Atlantic—institutions with documented left-leaning biases—have accused Steven Cheung of unprofessional aggression in his communications role. NPR labeled him "pugilistic" in coverage of his November 15, 2024, appointment as White House communications director, portraying his style as combative and overly confrontational. Similarly, a March 31, 2025, Atlantic profile described Cheung's strategy as one of "relentless aggression," framing it as a departure from traditional decorum in political messaging. These characterizations often arise in contexts of 2025 press interactions, where Cheung's pointed rebuttals to queries on policy implementation were deemed excessively hostile by detractors. Cheung and Trump administration allies have countered that this approach constitutes a deliberate, calibrated pushback against systemic , rather than gratuitous belligerence. Insiders, including former campaign associates, emphasize that passive engagement with adversarial outlets enables distorted narratives to flourish unchecked, whereas assertive responses—rooted in direct refutation of inaccuracies—restore balance in public discourse. Cheung's team positions aggression as efficacy-driven, tailored to counter institutional predispositions toward unfavorable framing of conservative policies, as evidenced by consistent patterns of selective reporting in coverage. Proponents cite empirical indicators of strategic success, noting that aggressive tactics correlate with stabilized or comparatively slower erosion of public trust amid heightened scrutiny. Gallup data from October 2025 records U.S. trust at a historic low of 28%, a trend predating the second term but attributed by analysts to accumulated exposures of ; under prior passive administrations, trust declines among skeptics accelerated without counter-, whereas confrontational styles have empirically sustained alternative information ecosystems, limiting on . This rationale underscores not as temperament but as causal necessity for narrative parity against entrenched institutional advantages.

Reception and impact

Praise from supporters and right-leaning analyses

President-elect credited Steven Cheung with a significant role in the 2024 campaign's success, stating upon his November 15, 2024, appointment as that Cheung had been a "trusted advisor" who "played a big role in our success." This endorsement from , a key supporter, underscored Cheung's contributions to the electoral victory, including rapid-response tactics that shaped public narratives amid legal and media challenges. White House Press Secretary Karoline Leavitt, a close ally, praised Cheung's tactical acumen, noting his ability to generate "the funniest, most aggressive one-liners you’ve ever heard, in seconds," which facilitated quick, impactful messaging. Supporters highlighted how such aggression unified the communications team under a "battle rhythm," enhancing base mobilization through performative hostility that drew media attention and sustained enthusiasm, as seen in the campaign's effective deterrence of primary challengers via statements like the countdown targeting rivals such as . Analyses acknowledging Cheung's strategic effectiveness emphasize his dual approach of public paired with private professionalism, which secured reporter access and narrative control despite mainstream media opposition. himself affectionately referred to Cheung as his "sumo wrestler," reflecting confidence in his combative style's role in countering adversaries and contributing to post-inauguration through consistent of administration priorities. In 2025, this unapologetic has demoralized opponents by prioritizing attention-grabbing responses over traditional , yielding empirical gains in public discourse dominance.

Left-leaning critiques and counterarguments

Left-leaning publications have lambasted Steven Cheung's media strategies as deceptive and divisive, portraying them as eroding journalistic norms through calculated antagonism. A profile described the tactics as "deceptively savvy," emphasizing the gap between overt public insults—such as labeling rivals with crude epithets—and disciplined private engagements with reporters to shape coverage. characterized Cheung's approach as a "" style, citing profane retorts like calling a reporter "truly fucking stupid" for probing , which critics viewed as evading facts in favor of personal attacks. Such critiques extend to social media operations, with highlighting norm-breaking elements under Cheung's direction, including meme-driven posts and partisan mockery that prioritize base mobilization over neutral governance communication, potentially blurring official duties with campaign rhetoric. Detractors from these outlets argue the aggression fosters unnecessary , dismissing it as pathology rather than response to adversarial environments. Counterarguments grounded in media monitoring data posit that escalation counters entrenched in coverage, where outlets with systemic left-leaning tilts delivered 85% negative stories on during the 2024 campaign versus 78% positive for Harris on , , and evening . This lopsidedness persisted post-election at 92% negative in early , justifying reciprocal intensity to pierce echo chambers and achieve perceptual , as passive historically failed against such disparities. While conceding risks like moderate alienation and heightened societal friction, the strategy's causal link to 's 2024 win—overcoming polling deficits amid biased narratives—evidences superior outcomes over conciliatory alternatives.

Personal life

Interests and lifestyle

Cheung harbors a strong personal affinity for combat sports, particularly promoted by the (UFC), where he has been observed attending events in alongside . This interest aligns with a shared enthusiasm for the raw intensity and strategic elements of such competitions. He also follows World Wrestling Entertainment (WWE), drawn to its theatrical displays of athleticism and resilience, which mirror the unyielding dynamics of professional wrestling spectacles. Beyond combat disciplines, Cheung identifies as an aficionado of the (NBA), positioning himself as knowledgeable in its league dynamics and history.

Family and private matters

Cheung was born on June 23, 1982, to Chinese immigrant parents in the United States and raised in Sacramento, California. He has maintained a low public profile on his immediate family and personal relationships, with no verifiable information available regarding a spouse, children, or siblings. This discretion aligns with his focus on professional communications roles, where private matters have not intersected with public scrutiny.

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