“There’s only one JENNIE. And now, she’s got Seoul wrapped around her finger — and the rest of us utterly transfixed.”
Just when you thought Seoul couldn’t get any cooler — or more photogenic — the Seoul Tourism Organization raised the bar, flung open the palace gates, and handed the global mic to K-Pop’s megawatt darling, JENNIE.
Yes, that JENNIE. BLACKPINK royalty, Chanel muse, and now, the freshly minted 2025 Honorary Tourism Ambassador for Seoul. Let’s say, the city’s international charm offensive has officially begun — and it’s wearing platform boots.
Absolutely in Seoul — And Magnetic
The city’s new global campaign, “Absolutely in Seoul,” isn’t your average glossy promo push. This is no dusty travel expo pamphlet or committee-approved drone footage stitched together with corporate banter. No, no. This is Seoul with the volume turned up, the colours saturated, and the emotions fully dialled in.
And JENNIE? She’s not just reading cue cards. She’s living, breathing, and unapologetically vibing with her hometown in a dazzling short film series launching 31 July on VisitSeoul TV and social media, designed to melt the internet and send tourism stats skyward.
From Palaces to Playlists: Seoul Gets Cinematic
The first instalment, DALTOKKI — a title as charmingly eccentric as the film itself — sees JENNIE drift through Seoul’s cultural vignettes with the effortless grace of someone who knows the city like her own heartbeat. She flits from the regal hush of Gyeongbokgung Palace to the stylish haunts of Seongsu-dong and the natural serenity of Nodeulseom Island. It’s moody, modern, and laced with the kind of whimsy that only Seoul — and a good director — can conjure.
Official poster for the ‘Absolutely in Seoul’ campaign featuring JENNIE
The second video, SEOUL CITY, dials up the decibels. Set to the eponymous track from JENNIE’s debut solo album Ruby, it’s a thumping visual love letter to Seoul’s rhythm — a kinetic blend of neon-lit nights, fashionable locals, and, of course, our headline act strutting through the scenes like a couture-clad Cupid for Korean culture.
Let’s be clear — this is not tourism. This is seduction.
Beyond the Selfies — A Global Cultural Movement
And there’s more than just visual fireworks. A candid sit-down with JENNIE herself — the real one, not the Instagram-filtered dream — gives fans a rare look into her emotional bond with the city. She doesn’t mince words: “Seoul is where I find inspiration. It’s home, but it’s also a runway, a studio, a playground.” You can practically hear travel agents scrambling to update their Seoul itineraries.
Complementing the films are two short-form reels and a flurry of online events, including a much-anticipated “digital goods random-drop” — a global treasure hunt for exclusive JENNIE-themed posters. Yes, you heard right: digital souvenirs, K-Pop style. Forget snow globes — we’re in 2025 now.
Lighting Up the World — From Sydney to San Fran
Seoul isn’t keeping this glamour to itself, either. The campaign will take to the skies (and the subways) with major outdoor advertising blitzes across the United States, Europe, and Australia. And in case you missed it, NBCUniversal will be beaming JENNIE’s Seoul to living rooms across the planet.
In a media statement brimming with national pride, a Seoul Tourism Organisation official declared, “Through this collaboration with JENNIE, we aim to highlight Seoul’s diverse charms globally and significantly contribute toward our goal of attracting over 30 million international visitors.”
That’s not tourism — that’s a diplomatic mission with glitter.
JENNIE, Seoul, and the Soul of Travel
Let’s not forget — travel is as much about feeling as it is about place. And what gets so gloriously right in Seoul is its refusal to play it safe. It invites us not just to look at Seoul, but to fall in love with it. Feel the buzz in its alleyways, the grace in its traditions, and the electricity in its youth.
JENNIE doesn’t just narrate this city’s story — she embodies it. She is Seoul’s global muse, cultural export, and its secret weapon.
So next time you’re thumbing through booking sites, wondering where the world feels alive, current, and unapologetically itself, you know what to type.
Absolutely in Seoul? Absolutely.
By Soo James
