On July 29 (local time), the Seoul City Government and the Seoul Tourism Organization announced that global K-Pop artist Jennie has been chosen as the Seoul Tourism Honorary Ambassador in 2025.
Famous for her influence in music, fashion and lifestyle, Jennie has long expressed her affection for Seoul.
The female singer of Blackpink shared: Seoul is an inspiring city for me. Seoul is my style.
This campaign aims to combine the sophisticated and stylish image of Seoul with Jennie's unique appeal, bringing a new perspective on the city to global audiences.
The campaign, called Absolutely in Seoul, depicts stories about the city through storytelling art with impressive images.
The first video, Daltokki, was made into a short film, following Jennie to explore iconic Seoul sites such as Gyeongbokgung Palace, Nodeul Island and Seongsu neighborhood, immersing the audience in the citys story.
The second video, titled Seoul City, will use the song Seoul City from Jennies debut solo album Ruby, expressing the singers deep connection to the city.
In the video, Jennie wore a dress decorated with Duseok (a renovation style from traditional Korean metal arts), promoting the elegance of Korean culture to international friends. The video also includes an intimate interview, where Jennie shares her feelings and thoughts about Seoul.
The campaign will start launching on July 31 with an introduction clip, then be released in full on YouTube channel VisitSeoul and social networking platforms.
In addition, interactive online events such as suggesting Seoul destinations through comments will take place in parallel with a series of videos. A randomly released digital goods event will also allow fans around the world to collect exclusive posters of Jennie and Seoul.
Promotional videos will be broadcast on influential outdoor media channels in major cities around the world such as the US and Australia. The campaign will also air on global TV channels, including NBC Universal, helping to spread the image to audiences in North America, Europe and Asia.
Gil Ki Yeon, CEO of Seoul Tourism Organization, said: Through the cooperation with Jennie, we hope to promote Seouls diverse appeal to the world and contribute to bringing the number of international tourists to Seoul to over 30 million people.
In addition, actor Park Bo Gum was appointed as the Ambassador honorary of Korea Tourism 2025.
