BLACKPINK’s Jennie is adding another exciting chapter to her career, and this time, she is taking over one of South Korea’s biggest shopping destinations!
Lotte Department Store has officially named Jennie as its new brand ambassador, making the company’s first ambassador appointment in about a decade. The singer will front a new marketing campaign celebrating individuality with her face appearing across Lotte Department Store’s branches and digital platforms.
Jennie Takes Centre Stage With ‘As I Am’
The new campaign, titled “As I Am,” is inspired by Jennie’s ability to express her individuality as an artist. It is a fitting theme for the BLACKPINK member, who has built a career in both group and solo music while developing her own public image.
The campaign features Jennie across every Lotte Department Store branch with promotional displays both inside and outside the stores. She will also appear across the company’s online and offline channels.
Fans can expect to see her at major shopping destinations, including Lotte Department Store’s main branch near Myeongdong in central Seoul, its Jamsil branch in southern Seoul’s Songpa District, and its Seomyeon branch in Busan.
A New Promotional Video Is on the Way
The campaign will also bring new content for fans to look forward to.
Lotte Department Store is set to release its first promotional video featuring Jennie on 21st October, which will be available on the company’s official YouTube channel and other social media accounts.
The video will be followed by television and online advertisements bringing the “As I Am” campaign to an even wider audience.
Another Milestone for Jennie
Since making her debut with BLACKPINK under YG Entertainment in 2016, Jennie has continued to grow as both a group member and solo artist.
She made her solo debut with “Solo” in 2018, before releasing her first full-length solo album, Ruby in 2025.
Now, with her latest role as Lotte Department Store’s brand ambassador, Jennie is bringing her individuality to a new campaign that puts her firmly in the spotlight.
And with her promotional video arriving on 21st October, fans have another Jennie moment to look forward to!
Sources: Korea JoongAng Daily
