Seoul is a city that hardly needs an introduction – but it’s getting a fresh spotlight thanks to global K-Pop icon JENNIE, who’s bringing her signature sophistication and iconic style to its newest tourist campaign.
The Seoul Tourism Organization recently tapped the global superstar as their Honorary Tourism Ambassador for 2025, so there is no better time for the campaign "Absolutely in Seoul," a love letter to the city’s many faces.
Leading the charge is a cinematic short film, DALTOKKI, where JENNIE wanders through iconic spots like Gyeongbokgung Palace, Nodeulseom Island, and the trendy Seongsu-dong district. It depicts a vibrant Seoul through her eyes—dreamy, nostalgic, effortlessly cool.
Then there’s the second video SEOUL CITY, set to the track of the same name from JENNIE’s solo debut album Ruby, which captures the rhythm of the capital and JENNIE’s unmistakable synergy.
Beyond the main features, fans will be treated to bite-sized content, including two short-form videos and a sit-down interview where JENNIE shares her personal connection to the city she calls home.
There will also be online events: a buzzworthy “digital goods” drop is in the works, offering limited-edition posters of JENNIE paired with stunning cosmic backdrops of Seoul.
And as a visual treat, the campaign will be splashed across billboards in major global cities — including the U.S. and Australia—and broadcast via international channels like NBCUniversal, amplifying Seoul’s charm to audiences from Asia to Europe.
The teaser has just dropped, and the full campaign will be rolling out soon on Seoul's official tourism YouTube channel and other social media platforms.
Consider this your official invitation to fall in love with Seoul, with Jennie or through her eyes, and all the above.
Watch the teaser now here.
For more information, visit Seoul Tourism Organization on their website, Instagram, Facebook and X (formerly known as Twitter).
For more updates, visit JENNIE on her website, Instagram and X (formerly known as Twitter).
