On September 26, 2025, the Seoul Metropolitan Government unveiled its most ambitious and successful tourism campaign in nearly a decade, and it’s already rewriting the record books. The 'Absolutely in Seoul' campaign, fronted by global K-pop sensation Jennie, has not only captured the imagination of millions but has also propelled Seoul to the forefront of global tourism marketing. According to Asia Economy and other sources, the campaign has achieved a staggering 600 million views worldwide—a feat unmatched in the last eight years of Seoul’s international promotional efforts.
At the heart of this campaign is a powerful message: in Seoul, anything is possible. The campaign weaves together fantasy and reality, inviting viewers to see the city through a new lens. The main storyline, as reported by Asia Economy, centers around two captivating episodes. Episode 1, titled 'DALTOKKI,' follows Jennie in a whimsical role as a rabbit living on the moon, who gazes longingly at Seoul and eventually embarks on a magical journey to the city. Episode 2, 'Seoul City,' is set to the soundtrack of 'Seoul City,' a track from Ruby, a member of Je-ni, and features Jennie exploring Seoul’s vibrant neighborhoods and iconic landmarks.
The campaign doesn’t stop at just storytelling. It’s a full-fledged visual and auditory feast, showcasing some of Seoul’s most beloved locations: Hangang Bus, Dongdaemun Design Plaza (DDP), Gyeongbokgung Palace, Deoksugung Palace, COEX, Seongsudong, Bukchon Hanok Village, Euljiro, and Noryangjin. These spots, already favorites among locals, are now being introduced to a global audience in dazzling new ways. The campaign’s seven primary video episodes are complemented by teasers, highlights, shorts, and an intimate interview with Jennie, each adding fresh layers to the city’s narrative.
It’s not just the numbers that are impressive—though they are certainly eye-popping. The campaign has generated over 50,000 reposts on social media platforms and has been covered in more than 1,000 international news stories, according to Asia Economy. On YouTube, nearly 80 pieces of secondary fan-created content have sprung up, reaching an additional million viewers. Digital engagement doesn’t end with video: events distributing 16 types of digital goods, such as smartphone wallpapers featuring Jennie and Seoul’s skyline, have sparked enthusiastic participation from fans worldwide.
The response has been nothing short of electric. Comments from viewers across the globe pour in, calling the campaign "the best tourism promo video I've ever seen," and praising Jennie’s ability to "perfectly capture the old and new charms of Seoul." Others rave about the combination of the 'Seoul City' soundtrack and the campaign’s visuals, with some fans even declaring, "Watching this makes me want to visit Seoul immediately!"
Jennie’s involvement as Seoul’s honorary tourism ambassador has been a masterstroke. Her star power, combined with the city’s dynamic energy, has created what many are calling a perfect synergy. International media outlets have taken notice, with over 1,181 articles highlighting her role and the campaign’s runaway success. The campaign’s reach extends far beyond Korea’s borders, with digital marketing efforts supplemented by television ads on global networks like NBC Universal. These ads have aired across 70 countries in Asia, Europe, and North America since August, and the momentum continues to build.
Seoul’s efforts are not confined to screens. Since September, the campaign has been featured on the massive exterior media wall of the Korean Pavilion at the Osaka Expo, drawing the eyes of countless international visitors. And starting in October 2025, Seoul will take its message to the streets of major cities in the United States, Australia, and Hong Kong, with high-visibility outdoor billboard campaigns designed to keep the city top-of-mind for travelers everywhere.
But what’s driving all this effort? As reported by Asia Economy and corroborated by Jikssul, the campaign is about much more than just racking up views. It’s a strategic push to position Seoul as a global city, leveraging the worldwide appeal of K-pop and the broader Korean Wave (Hallyu) to boost the city’s image and economic value. The Seoul Metropolitan Government is aiming high, with a goal of attracting 30 million foreign tourists in the coming years—a number that would put Seoul in the company of the world’s most visited cities.
Officials are vocal about the campaign’s impact and their plans for the future. Gil Gi-yeon, CEO of the Seoul Tourism Foundation, told Jikssul, "This campaign’s achievement goes beyond just view counts. It’s a clear sign that Seoul has established itself as an attractive global city through K-pop and Hallyu content. We’ll continue aggressive global marketing to help reach our target of 30 million international visitors." The campaign’s simplicity, paired with its creative storytelling and digital savvy, is being hailed as a model for other cities hoping to make a mark on the world stage.
The campaign’s success is also being measured in economic terms. While the immediate returns are in visibility and engagement, city officials believe the long-term benefits will be seen in increased tourism revenue, job creation, and a stronger global brand for Seoul. The fusion of modern pop culture with the city’s rich history and tradition is proving to be a winning formula.
Looking ahead, the Seoul Metropolitan Government is doubling down on its global ambitions. Plans are already in motion to expand the campaign’s reach with new content, more international partnerships, and even greater integration of digital and physical marketing channels. The strategy is straightforward but powerful: keep Seoul in the global spotlight by celebrating what makes it unique, from its bustling urban landscapes to its deep-rooted cultural heritage—all with a little help from the brightest stars in K-pop.
As the campaign continues to break records and capture hearts, one thing is clear: Seoul is no longer just a destination. It’s a global brand, a cultural powerhouse, and, thanks to the 'Absolutely in Seoul' campaign, a city that’s absolutely impossible to ignore.
