A Global Icon for a Global City
Seoul has officially chosen a new face to represent its charm on the world stage — Jennie of BLACKPINK. On July 29, the Seoul Tourism Organization and the Seoul Metropolitan Government announced Jennie’s appointment as the Honorary Tourism Ambassador for Seoul in 2025.
This is more than a celebrity endorsement. With her global reach spanning music, fashion, and lifestyle, Jennie is uniquely positioned to communicate Seoul’s dynamic personality to an international audience.
Why Jennie?
Jennie’s influence is undeniable. She’s not only a chart-topping musician but also a trendsetter whose style inspires millions. Her previous statements — “Seoul is a city of inspiration” and “Seoul’s vibe is my style” — reveal a genuine emotional connection to the city, making her the perfect storyteller for Seoul’s tourism narrative.
The Campaign: ‘Absolutely in Seoul’
Under the slogan “서울에선. 모든게. 당연히” (Absolutely in Seoul), the campaign aims to present the limitless stories of the city through cinematic, emotionally immersive videos.
Episode 1 — ‘DALTOKKI’
The first video takes the form of a short film, following Jennie as she explores iconic locations:
- Gyeongbokgung Palace: Blending royal heritage with contemporary elegance.
- Nodeul Island: A hub for art, culture, and music.
- Seongsu-dong: The “Brooklyn of Seoul,” filled with indie cafés, galleries, and design studios.
The editing and visual storytelling pull viewers into Seoul’s rhythm, letting them feel the city rather than just see it.
Episode 2 — ‘SEOUL CITY’
The second video integrates Jennie’s own music — specifically ‘Seoul City’ from her first full-length solo album Ruby.
- Jennie appears in a dress adorned with Duseok, a traditional Korean metal ornamentation technique, reimagined in a modern style.
- This wardrobe choice serves as a cultural bridge, introducing Korea’s craft heritage to global audiences in a high-fashion context.
Seoul’s Culture in the Global Spotlight
Through Jennie’s lens, Seoul is positioned as a city where tradition meets modernity:
- Ancient palaces meet sleek skyscrapers.
- Artisan crafts meet global runway aesthetics.
- Local neighborhoods pulse with both historic depth and youthful innovation.
The campaign’s strength lies in its ability to make Seoul feel personal. Jennie isn’t just a model in these videos; she’s a guide, a narrator, and a living embodiment of Seoul’s multifaceted identity.
Impact Beyond Tourism
Seoul’s decision to collaborate with Jennie is strategic in more ways than one:
- Global K-pop Influence — BLACKPINK’s fanbase spans every continent, ensuring massive organic reach.
- Fashion Capital Status — Jennie’s ties to luxury fashion houses amplify Seoul’s position as a style hub.
- Cultural Diplomacy — The fusion of Korean traditions with modern art forms serves as soft power, strengthening Seoul’s global brand.
Fan and Public Reaction
The announcement immediately trended on Twitter (X) and Instagram:
- “Jennie walking in Gyeongbokgung is the K-drama I didn’t know I needed.”
- “She’s the perfect face for Seoul — elegant, modern, and authentically Korean.”
- “Can’t wait to book my ticket after watching this.”
Tourism officials are already expecting a measurable boost in visitor interest following the campaign’s international rollout.
Kolumverse Verdict
Jennie’s appointment as Seoul’s Honorary Tourism Ambassador is more than a marketing move — it’s a cultural event. With her artistic sensibility, global fanbase, and deep love for the city, she is set to transform how the world experiences Seoul.
Whether it’s the majesty of Gyeongbokgung, the creative pulse of Seongsu, or the serenity of Nodeul Island, Jennie will be guiding viewers — and potential visitors — through a journey that feels both aspirational and intimate.
Article Source: Lee Sang-kyu, “서울은 나에게 영감의 도시”…제니, 경복궁서 성수까지 세계 알린다, Maeil Business Newspaper, July 29, 2025.
Alt Text: Jennie poses in a polka-dot dress at Gyeongbokgung Palace during the ‘Absolutely in Seoul’ tourism campaign video.
Caption: Jennie showcases Seoul’s blend of tradition and modernity in the ‘Absolutely in Seoul’ campaign — image not directly related to this article, included for illustrative purposes.
Image Source: Image via Seoul Tourism Organization YouTube, used under fair use for news reporting.
