BLACKPINK's Jennie Appointed as Ambassador for the Seoul Tourism Organization
On the 25th, the Seoul Metropolitan Government and the Seoul Tourism Organization appointed global K-pop artist Jennie (JENNIE) as the 2025 Honorary Ambassador for Seoul Tourism.
Jennie, who enjoys global recognition, has influence across various fields such as music, fashion, and lifestyle. She has expressed deep affection for Seoul, referring to it as “a city of inspiration” and saying, “Seoul’s vibe is my style.” Through this campaign, the sophisticated and stylish image of Seoul is expected to harmonize perfectly with Jennie’s charm.
The campaign is themed “Absolutely in Seoul” and captures the infinite stories unfolding in the city through visually stunning imagery. The first video, titled “DALTOKKI” (Moon Rabbit), is structured like a short film and maximizes viewer immersion through a storyline in which protagonist Jennie explores various parts of Seoul, including Gyeongbokgung Palace, Nodeul Island, and Seongsu-dong.
The second video, “SEOUL CITY”, will feature the track “Seoul City” from Jennie’s first solo studio album Ruby, showcasing the unique synergy between Jennie and Seoul. In the video, Jennie appears wearing a dress adorned with duseok, a traditional Korean metalcraft technique, reinterpreted in a modern way — once again promoting Korean culture to the world.
The campaign content will be released globally in stages starting with a teaser on Thursday, July 31, through Visit Seoul’s YouTube and social media channels. Alongside the campaign videos, various online events will be held, such as recommending places in Seoul to visit through comments. A special “digital goods” random drop event is also planned, offering fans a chance to collect posters featuring Jennie and Seoul in captivating visuals — expected to draw strong interest from global fans.
The Seoul tourism promotional videos will be broadcast via influential outdoor media in major cities overseas, including the U.S. and Australia. Additionally, the campaign will be aired on major global TV channels such as NBC Universal, reaching audiences across the U.S., Europe, and Asia to maximize promotional impact.
Gil Ki-yeon, CEO of the Seoul Tourism Organization, stated, “Through this collaboration with Jennie, we aim to showcase the diverse charms of Seoul to the world and contribute to surpassing 30 million inbound tourists to Korea.”
