Published on
September 30, 2025
For the first time in the history of Seoul tourism marketing, the latest global campaign marketing Seoul tourism, Absolutely in Seoul, starring global K-Pop idol, Jennie, has received an exceptional 600 million views globally. This tourism advertising campaign highlights the beautiful attractions Seoul has to offer while capturing the global marketing potential and tourism trends of K-Pop.
The Power of K-pop in Shaping Tourism Trends
K-pop has proven itself to be more than just a musical phenomenon. As the Absolutely in Seoul campaign reveals, it is also a powerful tool for influencing global travel behavior. Featuring Jennie, one of the most popular members of the globally renowned group BLACKPINK, the campaign taps into the international appeal of the K-pop industry and the broader hallyu (Korean Wave) culture. Jennie’s massive following across Asia, Europe, and North America amplifies the campaign’s reach and helps position Seoul as a must-visit destination for tourists.
Jennie’s involvement isn’t just a marketing tactic but a key element in the city’s strategy to draw tourists. The campaign capitalizes on the cultural shift toward K-pop and Korean entertainment, with Jennie’s fans eager to visit the places that have become iconic through her music and personal brand. This phenomenon shows how entertainment can directly translate into economic impact, especially for industries such as tourism that thrive on cultural exchange and international curiosity.
Cinematic Storytelling: The Heart of the Campaign
The Absolutely in Seoul campaign adopts a cinematic storytelling approach that goes beyond traditional tourism advertisements. Seven short films feature Jennie exploring the best of Seoul, from historic sites to modern hotspots. Locations such as the Bukchon Hanok Village, with its traditional Korean houses, and Euljiro, a vibrant area known for its blend of old and new, are given special attention. Perhaps most notably, Jennie explores Nodeulseom Island, a serene spot in the heart of the city’s Han River.
By showcasing these diverse locations, the campaign gives viewers a dynamic view of Seoul’s cultural and modern landscapes. The use of cinematic storytelling elevates the campaign from a simple promotional tool to an immersive experience. It allows viewers to see Seoul through Jennie’s eyes, inspiring them to visit and experience the city themselves. This innovative approach brings a refreshing and aspirational edge to the tourism industry, capturing the audience’s attention while sparking curiosity about the destinations featured.
Jennie’s song Seoul City, featured throughout the films, plays a pivotal role in evoking an emotional connection with the audience. The catchy tune, with its modern, upbeat vibe, complements the visuals, creating a soundtrack that transports viewers into the heart of Seoul. The song is more than just a piece of music; it’s a narrative tool that ties the visual experience together and reinforces the campaign’s message.
The Impact on Tourism and Travel
Reaching 600 million views is no small feat, and the success of the campaign has had a significant impact on global perceptions of Seoul as a travel destination. As countries continue to recover from the disruptions caused by the global pandemic, tourists are looking for new, vibrant places to explore. Seoul, with its blend of rich history, cutting-edge technology, and dynamic pop culture, is attracting a new wave of visitors.
The integration of K-pop culture into the tourism campaign has enhanced the city’s appeal to younger audiences, especially those who have been influenced by Korean entertainment in recent years. These viewers, often in their teens and twenties, are increasingly eager to visit Seoul, not just for its cultural offerings but to immerse themselves in the lifestyle they see in music videos, dramas, and online content. K-pop fans are often highly engaged, with many seeking out the locations they see in videos or following the paths of their favorite idols. For them, visiting Seoul has become more than just a trip—it’s an opportunity to step into a world they admire.
Seoul’s tourism industry stands to benefit immensely from this. By capitalizing on the influence of K-pop, the city is positioning itself as a leader in the competitive global tourism market. The increased visibility from the campaign, combined with Jennie’s influence, is likely to lead to an uptick in international travelers, especially from countries with large K-pop fanbases such as Japan, China, Thailand, and the United States.
Expanding the Campaign: Global Momentum
The Seoul Tourism Organization (STO) is not resting on its laurels. The campaign’s success has set the stage for further efforts to build momentum, with the STO planning to extend the campaign’s reach through television advertisements and large-scale outdoor media in key international markets. This strategic move will ensure that the campaign continues to have a global impact, reinforcing Seoul’s status as a must-visit destination.
By reaching out to key markets with high concentrations of K-pop fans and leveraging the star power of Jennie, the STO hopes to maintain a strong presence throughout the second half of the year. The use of TV ads and outdoor media in cities across Asia, Europe, and the Americas will help ensure that the campaign’s message resonates with a wider audience. This multi-channel approach maximizes the campaign’s visibility and keeps Seoul at the forefront of travelers’ minds.
In addition to the immediate benefits in terms of tourism, the campaign also aligns with broader cultural trends. It underscores the growing importance of digital media in shaping tourism decisions. With more travelers relying on social media, online content, and influencer-driven marketing, Seoul has successfully tapped into the power of these digital platforms to engage potential tourists worldwide.
A Bright Future for Seoul’s Tourism
The Absolutely in Seoul campaign is masterpiece in destination marketing in the integration of celebrity culture, storytelling, and culturally relevant marketing across multiple formats and multiple channels to a global audience. The achievement of the campaign in destination marketing is unrivaled in the Korean tourism industry and has solidified Seoul’s position as a top destination in the world. The continual K-pop marketing and romance of cinema storytelling will further cement the growth of global tourism towards Seoul in the coming years.
With the world’s ever-growing affinity for the Korean culture, the innovative tourism advertising coming from Seoul will not stop captivating the global audience, inspiring tourism and integrating Seoul further as a global tourism hub.
