Jennie Kim. Just the name feels like a brand. Honestly, if you’ve been anywhere near the internet in the last few months, you’ve probably seen her face plastered across giant digital billboards from Times Square to the streets of Gangnam. But this isn't just another luxury fashion campaign.
It’s about home.
In late July 2025, the Seoul Metropolitan Government made it official: Jennie Kim is the new 2025 Honorary Ambassador for Seoul Tourism. While some stars just sign a contract and pose for a few photos, Jennie went ahead and released a whole vibe. She basically turned the entire city into her personal playground with the "Absolutely in Seoul" campaign.
The centerpiece? A track literally titled "Seoul City" from her debut studio album, Ruby.
The Jennie Kim Seoul City Connection: More Than Just a Title
You’ve got to understand that Jennie doesn't do things halfway. When she dropped Ruby in March 2025, "Seoul City" stood out because it felt like a mellow, R&B love letter. It wasn't some high-energy K-pop anthem designed for TikTok dances; it was nostalgic. Moody. Real.
During an appearance on You Quiz on the Block, she mentioned that her friends always ask what city feels like paradise. Her answer? Seoul. That’s the energy she brought to the tourism campaign.
The campaign kicked off with a cinematic short film titled DALTOKKI (Moon Rabbit). If you haven't seen it, you're missing out on some seriously high-budget storytelling. Jennie wanders through a mix of the old and the ultra-modern:
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- Gyeongbokgung Palace: Where tradition meets her modern, metal-ornamented dress.
- Nodeulseom (Nodeul Island): A serene escape in the middle of the Han River.
- Seongsu-dong: The "Brooklyn of Seoul" where her agency, Odd Atelier, feels right at home.
The video for "Seoul City" itself is a masterpiece of visual storytelling. Directed by Dasom Han, it features Jennie in a "duseok" ornamented dress—a traditional Korean craft technique that her team modernized. It’s a literal representation of what Seoul is right now: a city that respects its ancestors but lives in the year 3000.
Why the City Tapped Jennie (And Not Just Any Idol)
Seoul is aiming for 30 million annual tourists. That is a massive number. To get there, you don't just need a famous face; you need a "cultural architect."
Jennie's influence is weirdly specific. She moves the needle in fashion through Chanel and Jacquemus, but she also has this "girl next door" (if the girl next door lived in a penthouse) charm that makes people want to live her life. By choosing her, the Seoul Tourism Organization isn't just selling a vacation; they're selling a lifestyle.
They also paired her with other ambassadors like ENHYPEN and the rookie group Hearts2Hearts to cover different demographics, but Jennie is the heavy hitter. She’s the one on the NBCUniversal broadcasts. She’s the one with the 15-meter "Hangul" veil at the 2025 Melon Music Awards.
J2NNI5: Seeing the Soul of the City
Just today—January 16, 2026—Jennie opened her first solo photography exhibition, "J2NNI5," in Jongno District. It’s her 30th birthday (yes, she’s officially in her 30s now, feel old yet?).
The exhibition is at a gallery called Youthquake, and it’s basically an extension of her "Seoul City" persona. It features photos she took when she was 25. There's a room with a floor-to-ceiling window that looks out over Gyeongbok Palace. Standing there, looking at her private photos while seeing the palace in the background, you really get why she’s so obsessed with this city.
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"In Seoul city, I see your soul," she sings in the track.
It's not just a catchy line. It’s her philosophy. She even donated all the ticket proceeds from the exhibition to charity. That's the kind of "boss" move people expect from the CEO of Odd Atelier.
The Business of Being Jennie in Seoul
Since leaving YG for her solo work and founding OA (Odd Atelier), Jennie has been a one-woman economy. She recently moved the OA offices from a standalone house in Itaewon to a massive new building in Hannam-dong.
If you're a fan trying to "trace her steps" in Seoul, the map has changed:
- Hannam-dong & Itaewon: The headquarters of her creative empire.
- Seongsu-dong: Where she films many of her "Absolutely in Seoul" clips.
- Jongno: The site of her current photography exhibition.
The "Jennie effect" on tourism is real. Since the campaign launched, search interest in "Seongsu-dong cafes" and "traditional Korean metal crafts" skyrocketed. People aren't just going to the Myeongdong shopping street anymore; they want the "Jennie version" of Seoul.
What Most People Get Wrong About the Campaign
Some critics thought the "Absolutely in Seoul" campaign was just another endorsement. It’s not. Most brand deals involve a celebrity showing up for two hours. Jennie actually collaborated on the creative direction.
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The use of her own song, "Seoul City," was a calculated risk. Usually, tourism boards use generic upbeat music. By using a moody R&B track, they targeted a more sophisticated, "aesthetic-driven" traveler.
She also insisted on highlighting the "unplanned moments" of the city. In her interviews for the campaign, she talks about the smell of the city after it rains and the specific light in the evening. It’s granular. It’s authentic. It’s why it works.
How to Experience the "Jennie Kim Seoul City" Vibe Yourself
If you’re planning a trip to catch the tail end of her 2025-2026 influence, here is how to actually do it without just following a tour bus.
Visit the J2NNI5 Exhibition (If You’re Quick)
It runs until January 29, 2026, at the Youthquake gallery in Jongno. It’s the most intimate look you’ll get at her creative process. Even if you miss the dates, the Jongno area is where she filmed the traditional segments of the campaign.
Explore the "Moon Rabbit" Locations
Go to Nodeul Island at sunset. That’s where the "dreamy" sequences from the DALTOKKI video were shot. It’s way less crowded than the main Han River parks and feels much more like the "undiscovered" Seoul Jennie talks about.
Check Out the New OA Territory
Hannam-dong is the current peak of Seoul cool. It’s where her new office is located. The area is packed with high-end boutiques and galleries that fit her "sophisticated and sensual" brand image perfectly.
Next Steps for Fans and Travelers:
Watch the full "Absolutely in Seoul" interview on the VisitSeoul TV YouTube channel. It gives context to the lyrics of "Seoul City" that you won't find on Spotify. If you're in Seoul this month, prioritize the Jongno district to see the "J2NNI5" posters that are currently doubling as street art.