The Absolutely in Seoul campaign appointed BLACKPINK’s Jennie as Seoul’s Honorary Tourism Ambassador for 2025. The campaign unfolds through cinematic short films, like “Daltokki,” set among Gyeongbokgung Palace, Nodeul Island, and Seongsu-dong, and a second video titled “Seoul City,” which features Jennie’s solo track from her debut album. This blend of music and imagery reframes the city’s charm as both dynamic and emotionally resonant.

The promotional rollout includes globally displayed teasers on digital billboards and social platforms, immersive expos, and online interviews. Visuals spotlight Seoul’s historic architecture, vibrant nightlife, food culture, and fashion-forward neighborhoods, all narrated through Jennie’s personal connection to her home city. With her global cultural status, Jennie brings compelling energy to Seoul’s identity, setting new travel ambitions rooted in style, creativity, and heartfelt storytelling.

Image Credit: VisitSeoul TV