A new milestone has been set in the history of Seoul’s global tourism campaigns – its ongoing campaign, Absolutely in Seoul, featuring K-pop artist Jennie, has reached a cumulative 600 million views worldwide.
The campaign adopts a cinematic storytelling format, with Jennie as the main character and her song, Seoul City, from her album Ruby as a key feature. Across seven campaign films, Jennie explores hotspots across the city, such as Bukchon Hanok Village, Euljiro, and Nodeulseom Island.
“Today’s results demonstrate how Seoul has become a magnetic destination through K-pop and broader hallyu (Korean wave) content,” said an official from the Seoul Tourism Organization.
Seoul Tourism Organization plans to sustain global momentum through TV advertising and high-impact outdoor media in major overseas markets throughout the second half of the year.
The new programme was developed following research by Holiday Inn Express, which found that 73 per cent of Asia-Pacific travellers lose part of their morning routine when away from home, often skipping exercise, checking emails, or breakfast. The study also showed that 58 per cent felt a pleasant smell helps them wake up, with coffee or tea, baked goods, and fresh fruit the top choices. These findings shaped the scents featured in the alarm clocks, including coffee, blueberry muffin, and mango, with market variations such as nashi pear in Japan and bacon in Australia and New Zealand.
