Seoul’s global tourism campaign “Absolutely in Seoul,” fronted by K-pop superstar JENNIE, has surpassed 600 million cumulative views worldwide, setting a new record in the city’s tourism promotion history.
The milestone marks Seoul’s biggest tourism campaign achievement in eight years and highlights the powerful synergy between JENNIE and the city.
Carrying the theme “Anything is possible in Seoul,” the campaign blends cinematic storytelling with fantastical visuals designed to play like a short film.
The first main episode, “DALTOKKI,” features JENNIE as a whimsical moon rabbit who falls in love with Seoul. Meanwhile, “SEOUL CITY” is set to JENNIE’s solo track “Seoul City” from her debut album “Ruby” and follows her as she explores the city’s hotspots, including Hangang Bus, Dongdaemun Design Plaza (DDP), Gyeongbokgung Palace, Deoksugung Palace, COEX, Seongsu-dong, Bukchon Hanok Village, Euljiro, Nodeulseom Island, and SEOULDAL.
Public reception has been overwhelmingly positive. JENNIE’s appointment as Seoul’s Honorary Tourism Ambassador generated more than 1,181 international news reports, while campaign videos have been shared over 50,000 times across social media. Global fans left comments praising the campaign’s creative concept and JENNIE’s magnetic presence, with many expressing their desire to visit Seoul.
“Today’s results demonstrate how Seoul has become a magnetic destination through K-pop and broader Hallyu content,” said an official from the Seoul Tourism Organization. “We will continue to pursue active global marketing to achieve our goal of attracting 30 million international visitors.”
Building on its digital momentum, the Seoul Tourism Organization plans to roll out TV advertising and large-scale outdoor media placements in key overseas markets later this year.
This article was written with the help of AI, based on a press release from Seoul Tourism Organization distributed through PR Newswire, and was reviewed and edited by the Hallyu Dorama team.