Skin Clinic in Myeongdong Seoul: Jennie Highlights City’s Charm from K-pop to Street

Seoul has officially launched a worldwide tourism initiative featuring global K-pop star Jennie as honorary ambassador, unveiling a campaign that aims to capture the city’s layered identity. The initiative, branded with the slogan “Absolutely in Seoul,” highlights the Korean capital as a destination where tradition, lifestyle, and innovation come together in everyday life. By blending ancient heritage with modern creativity, Seoul seeks to strengthen its image as a global cultural hub that can appeal to millions of travelers.

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K-Culture Driving Global Tourism

Jennie, recognized as one of the most influential figures in global pop culture, described Seoul as her “city of inspiration.” The campaign films showcase her walking through Gyeongbokgung Palace, exploring the creative atmosphere of Seongsu-dong, and relaxing at riverside spaces such as Nodeul Island. Each stop reflects how the city merges tradition with modern design, creating a narrative that international audiences find both relatable and aspirational.

The campaign also capitalized on the momentum from KCON LA 2025, the largest K-culture festival in the United States. Over 120,000 fans attended, with Seoul-themed booths recreating everyday life in the city. Attractions included the Haechi mascot photo zone, K-drama-inspired games, and lifestyle pop-ups featuring Seoul-based designers. Merchandise linked to K-pop, Korean dramas, and Korean food quickly sold out, demonstrating the strong appeal of Seoul’s cultural exports. Industry analysts noted that Seoul’s visibility at KCON not only boosted tourism interest but also underscored the city’s role in driving the broader K-culture economy.

Food and Lifestyle Appeal

Seoul’s culinary culture remains one of the strongest magnets for global travelers. Dishes like spicy tteokbokki, sweet hotteok, and sizzling Korean barbecue have become widely recognized through social media, mukbang streams, and global delivery platforms. Visitors often begin their food journeys in Myeongdong, where bustling street stalls coexist with K-beauty shops and global fashion outlets.

Beyond street food, Seoul is home to Michelin-starred restaurants, creative fusion dining, and thriving café culture. Neighborhoods like Ikseon-dong and Hongdae highlight how Seoul reinvents global food trends while retaining local authenticity. This mixture of tradition and innovation ensures that every visitor can find something that resonates with their personal taste.

Wellness and Medical Tourism

Seoul is also emerging as a hub for wellness and medical tourism. Increasing numbers of international visitors integrate beauty and health programs into their travel schedules. Clinics in central districts such as Myeongdong and Gangnam offer treatments ranging from laser toning and hydration therapy to non-invasive facelifts. Many services are compact and efficient, designed to fit neatly between sightseeing activities.

One well-regarded clinic has become particularly popular among overseas patients for its direct consultations with the head physician, private treatment rooms, and globally certified medical equipment. For many, these experiences are not just about medical care but about lifestyle transformation. Patients often return home with healthier skin and a refreshed sense of well-being, making wellness services a unique “souvenir” of their stay in Seoul.

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Jennie as Cultural Ambassador

The decision to appoint Jennie as Seoul’s ambassador reflects how deeply K-pop is intertwined with the city’s image. Her global fanbase extends far beyond music, encompassing fashion, beauty, and lifestyle. By featuring Jennie, the campaign bridges Seoul’s physical attractions with the symbolic power of K-pop, ensuring that young audiences worldwide perceive Seoul not only as the home of their favorite artists but also as a place of personal inspiration.

Experts note that this approach represents a new form of “soft power,” where cultural icons play the role of global diplomats. Jennie’s image connects seamlessly with Seoul’s positioning as a city that is stylish, creative, and forward-looking, while also rooted in rich traditions.

Expanding Seoul’s Global Image

The Jennie-led campaign is being promoted across continents through digital platforms, billboards in cities like Los Angeles, New York, and Sydney, and international media collaborations. These efforts highlight Seoul not only as the birthplace of K-pop and Korean cuisine but also as a global hub where fashion, wellness, and technology intersect.

Seoul officials emphasize that the campaign is about creating long-term relationships with travelers. As more tourists look for destinations that combine entertainment with personal renewal, Seoul’s mix of cultural depth, culinary excitement, and wellness opportunities positions it as a city for the future.

Conclusion

“Absolutely in Seoul” is more than a campaign slogan—it reflects the lived experience of millions of visitors who discover that Seoul is a place where history, creativity, and modern comfort coexist. Whether through a concert at KCON, a late-night stroll along the Han River, a taste of street food, or a rejuvenating beauty treatment, Seoul delivers a comprehensive cultural journey. By merging entertainment, lifestyle, and wellness, the city is presenting itself not only as a must-see destination but also as a global cultural capital shaping the future of tourism.