Netizens hail the “The Jennie Effect” as JENNIE’s Seoul Tourism campaign videos win two major awards at Korea’s leading advertising festivals.
The global tourism campaign called “Absolutely in Seoul,” with Jennie at its centre garnered praise for its cinematic, dreamy storytelling approach as well as its vibrant short-film-esque visual direction.
Rooted in the theme “Anything is possible in Seoul,” the campaign featured both a whimsical tale of a moon rabbit character (JENNIE) on a journey across Seoul as well as an episode that saw Jennie she explore hotspots across the city – backdropped by her sultry song “Seoul City” from the album Ruby.
The campaign videos – which went on to accumulate 600 million views worldwide back in September 2025 – established Jennie’s impact and influence as Honorary Tourism Ambassador,
Jennie’s charm transformed the campaign designed to celebrate the city of Seoul into a viral sensation with a global impact.
In addition to gaining popularity among fans, Jennie’s Seoul Tourism campaign videos have now become award-winning, earning the Grand prize (Daesang) at the 2025 Korea Digital Advertising Awards as well as being named a finalist in the Production (Directing) category at the 2025 Seoul Video Advertising Festival, the largest Video Advertising Festival in Korea.
What are your thoughts on Jennie’s stunning Seoul Tourism campaigns? Join the conversation. Visit Lyrical Muse for more pop culture and entertainment stories.
Leave a Reply