Blinks, get ready to fall in love with Seoul all over again — this time through the eyes of BLACKPINK’s JENNIE. The global K-pop icon has been appointed as the Honorary Tourism Ambassador of Seoul for 2025, leading a new international campaign titled “Absolutely in Seoul.”
Known for her trailblazing influence in music, fashion, and pop culture, JENNIE brings her signature charm and creativity to a series of promotional videos launching on VisitSeoul TV and social media starting July 31 at 1 p.m. (Seoul time).
Fans can expect not just one, but a full rollout of content, including a teaser, two main videos, an exclusive interview, and short-form clips that highlight her personal connection to the vibrant South Korean capital.
JENNIE in the palace
JENNIE, who has long described Seoul as “a city of inspiration,” actively took part in creating the campaign, which is designed to showcase the city’s rich cultural heritage, modern lifestyle, and one-of-a-kind energy.
In the first video, “DALTOKKI,” JENNIE journeys through some of Seoul’s most iconic spots, such as Gyeongbokgung Palace, Nodeulseom Island, and the ever-trendy Seongsu-dong, all captured with cinematic storytelling and a short film format.
The second video, “SEOUL CITY,” takes a musical turn, featuring the track “Seoul City” from JENNIE’s solo debut album “Ruby.” This visual love letter to Seoul reflects the synergy between the artist and her hometown, drawing Blinks deeper into the experience of what makes the city so special.
An international campaign
To top it all off, fans around the world can look forward to exclusive digital events, including a “digital goods” random-drop that will offer limited-edition JENNIE posters and picturesque scenes of Seoul. The campaign will also reach global audiences through major platforms like NBCUniversal and outdoor ads in cities across the U.S., Australia, and beyond.
An official from the Seoul Tourism Organization shared, “Through this collaboration with JENNIE, we aim to highlight Seoul’s diverse charms globally and significantly contribute toward achieving our goal of attracting over 30 million international visitors.”
JENNIE follows in the footsteps of BTS’ Jin, who was last year’s Honorary Tourism Ambassador. His 2024 campaign featured the promotional video “Feel the Rhythm of Korea with Jin – Feel the Seoul Good,” which brought the beauty and rhythm of the city to life with his own artistic flair. As JENNIE — who starred in the variety program “Apartment404” — steps into the role this year, Blinks can expect not just star power but also a fresh and deeply personal perspective on the heart of South Korea.
Whether you’ve visited Seoul before or dream of going one day, JENNIE’s new campaign is sure to ignite wanderlust and inspire fans around the world to say: “Absolutely in Seoul.”
This article was created with the assistance of AI, based on a press release from Seoul Tourism Organization issued through PR Newswire, and has been reviewed and edited for accuracy and clarity by the Hallyu Dorama team.