British tour guide Zoe Stephens claimed that North Korea, known for its dictatorship, is not as terrifying as it is believed to be. The young woman, who shared her experiences on social media, was criticized for allegedly propagating.Liverpool-born Zoe Stephens, aged 31, has been guiding tourists from the UK, Germany, the Netherlands, and Australia in North Korea since 2016. By sharing vlogs of her walks on the streets of North Korea with her followers on TikTok, she claims that the country is not as dreadful as portrayed in the media. However, many social media users accuse Zoe Stephens of spreading propaganda.

Zoe Stephens stated that there are three rules to follow when guiding tours in North Korea. These include having two guides accompanying each visitor, not inappropriately photographing portraits of Kim Jong Un, and refraining from capturing military zones. The British woman expressed her goal is to show the humane side of North Korea, saying, “Many people think that the residents there are starving to death or constantly trying to escape the country. But in reality, people are just carrying on with their daily lives.”

Zoe Stephens is aiming to break the stereotypes that her guided tourists have about North Korea. According to her, as long as the rules are followed, North Korea is not a dangerous place. She also adds that she has never felt unsafe in North Korea and has made many friends over the years. However, she finds it challenging to communicate with these friends due to communication restrictions. Before the Covid-19 pandemic, Stephens visited the country once a month, but had to take a long break from North Korea trips after the borders closed. As of 2025, the country has started accepting international tourists again. Tours usually start from Beijing and extend to Pyongyang. Zoe Stephens explains that she provides detailed information to ensure the safety of tourists and minimize cultural misunderstandings. She responded to the interpretation of her content as propaganda by saying, “I guess it’s because people are uncomfortable with seeing a different side of North Korea.”