Jennie from BLACKPINK has been appointed this year’s honorary ambassador for Seoul tourism, a recognition that underscores her tremendous influence across music, fashion, and lifestyle. This collaboration is anticipated to boost international visitor numbers, leveraging Jennie’s global appeal.
On Tuesday, July 29, 2025, Seoul’s Metropolitan Government and Seoul Tourism Organization officially announced Jennie’s role as Seoul’s tourism envoy and star of their latest campaign. Her impact extends beyond entertainment—she’s become a cultural icon, shaping perceptions worldwide.
One of Jennie’s solo tracks beautifully captures her affection and longing for Seoul. She personally contributed to writing and composing the song, making “Seoul City” deeply personal. The lyrics reflect how Seoul has shaped her identity, from her childhood to international stardom.
“Seoul is my muse,” Jennie shared, expressing her pride in representing the city as its tourism ambassador for the year. Alongside the announcement, the agencies launched a captivating campaign poster featuring Jennie, blending Seoul’s modern sophistication with her unique charm—offering a fresh perspective of the city.
The campaign’s first video, titled “DALTOKKI” (or “Moon Rabbit”), reads like a short film. It follows Jennie as she explores iconic Seoul landmarks like Gyeongbokgung Palace, Nodeul Island, and Seongsu-dong, bringing the city’s vibrant spirit to life through her adventures.
A second video, “SEOUL CITY,” showcases Jennie performing her song of the same name, highlighting her synergy with Seoul. Dressed in a modern interpretation of traditional Korean crafts such as Duseok metalworking, Jennie promotes Korean culture in a stylish, contemporary way.
Starting July 31, 2025, these promotional materials will premiere globally via a teaser on the Visit Seoul YouTube channel and across various social media platforms. The campaign will also feature ads in major cities across the United States and Australia, and will be broadcast internationally on channels like NBC Universal, expanding Seoul’s reach to tourists from America, Europe, and Asia.
Gil Ki Yeon, CEO of Seoul Tourism Organization, believes Jennie’s ambassadorial role could increase foreign visitors to Seoul by as much as 30 million. “Through this partnership, we aim to showcase Seoul’s diverse attractions and surpass 30 million international tourists,” he stated.
Fans can look forward to exclusive merchandise linked to Jennie’s ambassador role, including posters available through a special giveaway event—making it even easier for supporters to connect with the spirit of Seoul through her influence.
