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Time of India

BLACKPINK's Jennie becomes Seoul's honorary Ambassador for 2025

Jennie's Perfect Seoul Connection From K-pop Princess to City Ambassador: Jennie 's Perfect Seoul Connection When a K-pop superstar gets appointed as the face of South Korea's capital city, you know something spectacular is about to happen! BLACKPINK's Jennie has officially been named Seoul's honorary tourism ambassador for 2025, and honestly, we can't think of a more perfect match. The Seoul Metropolitan Government and Seoul Tourism Foundation made the exciting announcement on July 29th, revealing that Jennie would be leading their ambitious "Absolutely in Seoul" campaign. But this isn't just a random celebrity endorsement - Jennie has consistently expressed her deep emotional connection to Seoul, often calling it "a city of inspiration" and stating that "Seoul's sensibility is my style". This emotional bond runs much deeper than typical celebrity partnerships. The global superstar has frequently showcased her love for Seoul through her music, most notably with her song "Seoul City" from her debut solo album "Ruby," which she composed and wrote herself as a heartfelt tribute to the capital. Breaking New Ground: The "Absolutely in Seoul" Campaign Revolution The campaign, launching with a teaser on July 31st, features two main promotional videos that showcase Seoul's diverse attractions through Jennie's unique perspective. The first video, titled "DALTOKKI" (meaning "moon rabbit" in Korean), presents a short film format where Jennie explores iconic Seoul locations including Gyeongbokgung Palace, Nodeul Island, and the trendy Seongsu-dong neighborhood. The second video cleverly incorporates Jennie's own "Seoul City" track from her Ruby album, creating what organizers describe as a "unique synergy between Jennie and Seoul". In a culturally significant move, Jennie wears traditional Korean craft-inspired clothing, specifically a dress featuring "duseok" decorative techniques that modernly interpret Korean beauty. This campaign represents a significant investment in Seoul's tourism promotion, with videos set to be broadcast on digital billboards and television channels worldwide, including major markets in the United States and Australia. The Cultural Impact: Why This Partnership Matters for Tourism Industry analysts suggest this collaboration could significantly boost Seoul's international tourism appeal, particularly among younger demographics who follow K-pop culture. Seoul Tourism Organization officials expressed ambitious goals, stating they aim to "highlight Seoul's diverse charms globally and significantly contribute toward achieving our goal of attracting over 30 million international visitors". The timing couldn't be better, considering Jennie's recent global achievements. She made history as the first solo K-pop artist to perform on Coachella's major Outdoor Theatre stage in April 2025. What makes this partnership particularly authentic is Jennie's genuine personal connection to Seoul's culture and lifestyle. In previous interviews, she has shared her favorite Seoul experiences, including walks around N Seoul Tower, late-night shopping at Dongdaemun Market, and exploring Gyeongbokgung Palace in traditional hanbok clothing.