Published on
September 26, 2025
Seoul recently accomplished a remarkable milestone in its international tourism endeavors. With a staggering 600 million views on multiple platforms, the city’s international campaign, Absolutely in Seoul, featuring international K-pop sensation JENNIE, has captured the attention of viewers all over the world. This enormous accomplishment sets a noteworthy new benchmark for Seoul’s international tourism initiatives and demonstrates the increasing impact of K-pop in boosting travel abroad.
The ad, which highlights the idea that “Anything is possible in Seoul,” blends a somewhat fantastical plot with a cinematic aesthetic. It unfolds like a short film, engrossing audiences in a thrilling tour of Seoul’s dynamic and varied landscape. In addition to demonstrating the value of fusing music and tourism, the campaign’s success raises Seoul’s profile as a dynamic and alluring travel destination.
A Breakthrough in Tourism Marketing
The Absolutely in Seoul campaign, featuring JENNIE as the central figure, has made waves globally, creating immense digital engagement. The two key episodes—DALTOKKI and SEOUL CITY—offer immersive experiences that showcase Seoul’s unique cultural blend of the traditional and modern. The campaign’s success can be attributed to JENNIE’s massive global appeal, along with her charismatic portrayal of the city’s charm.
The campaign’s central character, a moon rabbit named DALTOKKI, is depicted by JENNIE herself. In the first episode, DALTOKKI, this whimsical character embarks on a fantastical adventure in Seoul, discovering the city’s landmarks while engaging viewers with an enchanting storyline. The episode is not just a visual treat, but a narrative designed to evoke a sense of wonder and connection with the city. The second episode, SEOUL CITY, is driven by JENNIE’s track “Seoul City” from her debut solo album Ruby, further deepening the emotional connection to the city through music. This episode follows JENNIE as she explores the city’s famous landmarks, providing viewers with a guided tour of Seoul’s cultural and historical hotspots.
Iconic Locations Featured in the Campaign
The campaign creatively showcases some of Seoul’s most iconic locations, blending both the modern vibrancy and historic beauty of the city. The second episode highlights destinations such as Gyeongbokgung Palace, Deoksugung Palace, and Bukchon Hanok Village, offering viewers a glimpse into Seoul’s rich cultural heritage. The episode also highlights the modern side of the city, with locations such as Dongdaemun Design Plaza (DDP), COEX, and Seongsu-dong, reflecting Seoul’s growing influence as a modern metropolis. The inclusion of trendy spots like Euljiro, Nodeulseom Island, and the Hangang Bus shows how Seoul seamlessly integrates its traditional charm with contemporary elements.
These locations were carefully selected to reflect the diverse appeal of Seoul, offering a balanced mix of culture, history, innovation, and nature. The campaign’s locations not only attract tourists but also offer a broader representation of the city’s unique character. The efforts to showcase these landmarks are a testament to the city’s commitment to portraying itself as a multi-dimensional destination.
Social Media Virality and Global Impact
The Absolutely in Seoul campaign has been a resounding success in the digital space, with its videos being reposted over 50,000 times across social media platforms, driving the campaign to viral status. Viewers from around the world have praised the creative direction and JENNIE’s role in bringing Seoul’s energy to life. The campaign’s global reach is further evidenced by the overwhelming international media coverage, with over 1,181 news reports covering JENNIE’s appointment as Honorary Tourism Ambassador for Seoul.
Social media has become a critical driver for the campaign’s success. The videos received enthusiastic responses from fans, who appreciated JENNIE’s ability to capture the essence of Seoul, blending old and new through her music and storytelling. Comments such as “JENNIE perfectly captures the charm of Seoul” and “I can’t wait to visit Seoul after watching this” reflect the powerful influence of this collaboration on the global audience.
The campaign’s success also underscores the growing importance of K-pop and Hallyu content in global tourism marketing. The synergy between JENNIE’s international popularity and Seoul’s marketing efforts has created an organic and authentic connection that resonates with both fans of K-pop and prospective travelers.
Future of Seoul’s Tourism Campaigns
Building on the momentum of Absolutely in Seoul, the Seoul Tourism Organization has announced plans to continue driving international interest in the city through ongoing digital campaigns. The next phase will include TV advertising and high-impact outdoor media in major overseas markets to further sustain the campaign’s success. These initiatives aim to target tourists across different regions, capitalizing on Seoul’s newfound popularity and its strong appeal among younger generations.
An official from the Seoul Tourism Organization highlighted the effectiveness of this innovative approach to global tourism marketing. The city’s growing visibility through K-pop content is viewed as a key component in Seoul’s strategy to reach its ambitious goal of attracting 30 million international visitors. The organization plans to continue collaborating with global influencers and cultural ambassadors to amplify Seoul’s tourism potential, ensuring that the city remains at the forefront of global travel destinations.
The Power of Cultural Diplomacy
A great illustration of how cultural diplomacy can improve a city’s international visibility is Seoul’s incredible tourism marketing success, which was fueled by the Absolutely in Seoul campaign. In addition to setting new standards in tourism marketing, the combination of music, storytelling, and iconic sites has made Seoul a major player in the world travel industry.
The city’s tourism campaigns will probably serve as a template for other locations hoping to use pop culture and digital platforms to draw tourists as it continues to gain international recognition. With its creative approach, Seoul is showing the world that anything is possible in a city where modernity and tradition coexist.
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