BLACKPINK’s JENNIE named honorary ambassador for Seoul tourism

JENNIE of BLACKPINK has been appointed as the honorary ambassador for Seoul Tourism for 2025.

On July 29th KST, the Seoul Metropolitan Government and the Seoul Tourism Organization announced that global K-pop artist JENNIE has been selected to represent the city in its official tourism campaign.

Renowned for her influence across music, fashion, and lifestyle, JENNIE has long expressed affection for the city, saying,

“Seoul is a city that inspires me,”

and

“Seoul’s vibe is my style.”

The campaign aims to blend Seoul’s sophisticated and stylish image with JENNIE’s unique charm, delivering a fresh portrayal of the city to a global audience.

Titled “Absolutely in Seoul,” the campaign captures the city’s limitless stories through striking visual storytelling.

The first video, “DALTOKKI,” unfolds like a short film, following JENNIE as she explores iconic locations such as Gyeongbokgung Palace, Nodeul Island, and Seongsu-dong, immersing viewers in Seoul’s narrative.

The second video, “SEOUL CITY,” will feature the track “Seoul City” from JENNIE’s first solo album 'Ruby', highlighting her deep synergy with the city.

In the video, JENNIE dons a dress adorned with Duseok, a modern reinterpretation of traditional Korean metal crafts, once again promoting Korea’s cultural elegance to a global audience. An intimate interview with JENNIE, where she shares her thoughts and affection for Seoul, is also included.

Campaign content will begin rolling out on July 31st with a teaser, followed by full releases across the VisitSeoul YouTube and social media channels.

Interactive online events, including comment-based recommendations for must-visit Seoul spots, will accompany the video launches. Additionally, a “digital goods” random drop event will give fans around the world the chance to collect exclusive posters featuring JENNIE and Seoul.

The promotional videos will be broadcast on influential outdoor media platforms in major international cities such as the United States and Australia. The campaign will also air on global TV networks including NBC Universal, reaching audiences across North America, Europe, and Asia.

Gil Ki Yeon, CEO of the Seoul Tourism Organization, stated:

“Through this collaboration with JENNIE, we aim to promote Seoul’s diverse appeal to the world and contribute to surpassing 30 million inbound tourists.”

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