Photo & Video Credits: Visit Seoul. ODD ATELIER

BLACKPINK’s Jennie has stepped into a new spotlight—this time, as the honorary ambassador for Seoul—through the immersive tourism campaign “Absolutely in SEOUL.” Designed to reveal the city’s personality from every angle, the main episode titled “DALTOKKI” (meaning “moon rabbit”) unspools as a visually rich short film: Jennie, at ease and glowing with authenticity, explores Seoul’s iconic spots like Gyeongbokgung Palace, Seongsu-dong’s trendsetting alleys, and the serene landscapes of Nodeul Island.

The campaign’s organizers have leveraged Jennie’s personal love for Seoul, which she calls her “city of inspiration.” This is far from a surface-level endorsement; Jennie’s own artistry runs through the series, establishing a unique synergy between K-pop culture and the real rhythm of the city. “Absolutely in SEOUL” transcends standard tourism commercials, capturing moments as Jennie dons traditional Korean craft-inspired attire—a dress featuring modern interpretations of duseok decorative techniques—reflecting the city’s blend of heritage and innovation.

Throughout the video’s narrative, Jennie’s connection to Seoul is as much emotional as visual. She wanders through neighborhoods, pauses to admire historical sites, and embraces the city’s modern energy with a sense of belonging that is palpable. This authenticity positions Jennie not only as a celebrity but as someone genuinely connected to Seoul’s evolving identity—a nuance made richer by her inclusion of “Seoul City,” her self-composed track celebrating the city, in the second video for the campaign.

“DALTOKKI” also reveals how Seoul is experienced by new generations. Fans and viewers follow along as Jennie interacts with everyday spaces—late-night shopping at Dongdaemun Market, soaking in the cityscape from N Seoul Tower—and the episodes are intended to air globally, reaching audiences in the U.S., Australia, and beyond. This far-reaching campaign is part of Seoul’s ambitious goal to attract 30 million international visitors, harnessing the influence of a K-pop star whose career has been defined by breaking boundaries.

For Jennie, the ambassadorship allows her to highlight both the city’s classic beauty and dynamic modernity. Industry analysts believe the collaboration could spark new interest in Seoul, especially among younger international fans who look to K-pop icons for travel inspiration. Ultimately, Jennie is redefining how Seoul is seen and experienced on a global stage, inviting millions to discover the city’s unlimited possibilities—one episode at a time.

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