K-pop superstar and fashion icon JENNIE has been officially named the Honorary Tourism Ambassador of Seoul, a move that fuses her global influence with the city's growing appeal as a travel hotspot. The announcement, made by the Seoul Metropolitan Government and the Seoul Tourism Organization, confirms that JENNIE will front the brand-new "Absolutely in Seoul" global campaign, which will kick off on July 31.
The campaign is designed to showcase the vibrant and multifaceted identity of the South Korean capital through the lens of one of its most internationally beloved stars. With JENNIE as its face, "Absolutely in Seoul" will feature a series of cinematic videos, immersive digital experiences, and eye-catching visuals that highlight everything from the city's traditional palaces and street food culture to its sleek, futuristic architecture and booming nightlife.
JENNIE, who rose to global fame as a member of BLACKPINK, brings unparalleled star power to the campaign. Her influence reaches far beyond music, spanning fashion, beauty, and culture. With more than 80 million Instagram followers and high-profile collaborations with luxury brands like Chanel and Calvin Klein, she embodies the chic, trend-forward energy Seoul wants to project on the world stage.
"I'm so honored to represent my home city in this way," JENNIE said in a short teaser shared by VisitSeoul. "Seoul is full of inspiration, and I can't wait to show the world what makes it so special."
The first promotional film starring JENNIE will premiere on VisitSeoul TV's official YouTube channel at 1 PM KST on July 31. In the teaser, she's seen walking through some of Seoul's most iconic neighborhoods—including Bukchon Hanok Village and the neon-lit streets of Hongdae—while engaging with local creatives, artisans, and food vendors.
Officials say the campaign aims to attract not just K-pop fans, but global travelers seeking an immersive cultural experience. "With JENNIE's unique style and massive international fan base, we believe she can inspire a new wave of tourists to explore Seoul," said an official from the Seoul Tourism Organization.
The campaign will also include limited-edition photo zones, interactive exhibits, and giveaways tied to Seoul's major festivals and shopping districts. Fans can expect exclusive behind-the-scenes content and even a virtual tour narrated by JENNIE herself in the coming months.
As cities worldwide vie for tourist dollars in a post-pandemic world, Seoul's decision to enlist JENNIE feels like a power move. She isn't just a celebrity; she's a cultural ambassador whose personal brand aligns perfectly with what Seoul wants to project: bold, modern, and unmistakably Korean.
With "Absolutely in Seoul" ready to launch, there's never been a better time to fall in love with the city—JENNIE-style.
