Global K-pop icon JENNIE is shining a spotlight on her home city in a fresh new campaign launched by the Seoul Tourism Organization. Appointed as Seoul’s Honorary Tourism Ambassador for 2025, the BLACKPINK star takes center stage in “Absolutely in Seoul”—a series of visually stunning campaign videos that explore the city’s unique energy and charm.

Known for her global influence in music, fashion, and pop culture, JENNIE brings a personal touch to the campaign, describing Seoul as “a city of inspiration.” Through immersive storytelling, the videos invite viewers to see the capital through her eyes, from iconic landmarks like Gyeongbokgung Palace to serene spots like Nodeulseom Island and the artsy corners of Seongsu-dong.

Launching with a teaser on July 31, the campaign will roll out two main videos and an exclusive interview, including a special feature of “Seoul City,” a track from JENNIE’s solo debut albu,m Ruby. Fans can also expect short-form content and online events, including a digital goods drop with limited-edition visuals of JENNIE and the city.

The campaign won’t be confined to online platforms—it’s set to appear across global billboards and major international channels like NBCUniversal, amplifying Seoul’s story to audiences across North America, Europe, and Asia.

Blending K-pop stardom with the cultural richness of Seoul, the Absolutely in Seoul campaign offers a fresh take on urban exploration through the eyes of one of its most iconic stars.

“The campaign was announced by the Seoul Tourism Organization.”