Lotte Department Store will use BLACKPINK’s Jennie as its brand ambassador to boost global recognition through campaigns in Korea and abroad.
September/29/2026 11:09
Lotte Department Store is moving to raise its brand’s global recognition by appointing BLACKPINK’s Jennie as its brand ambassador. It is the first time in 10 years that Lotte Department Store has used an advertising model. According to Lotte Department Store today (the 29th), from October it will roll out a brand campaign featuring Jennie at stores in Korea and overseas, as well as through online and offline channels. Lotte Department Store plans to broaden points of contact with overseas customers and strengthen its brand competitiveness in the global market through Jennie, who is highly recognized not only in Asia but also in Europe and North America. The campaign’s key message is “As I am.” It will make use of Jennie’s image, which has expressed her own style and individuality, and emphasize “being oneself,” which respects each person’s preferences and values. The campaign video featuring Jennie will be first released on October 21 on Lotte Department Store’s official channels such as YouTube and Instagram. Television commercials and digital media advertisements are also scheduled to be rolled out in sequence. Marketing using Jennie will also be expanded at overseas stores. Lotte Department Store plans to carry out advertisements and related projects featuring Jennie at four overseas stores it operates in Vietnam and Indonesia, including Lotte Mall West Lake Hanoi. It will also run the campaign at major hubs frequently used by foreign tourists, such as Incheon International Airport and Seoul Station. By exposing advertisements at places such as the baggage claim area at Incheon Airport, it aims to raise brand awareness among tourists visiting Korea. Jeong Hyeon-seok, CEO of Lotte Department Store, said, “We will connect the ambassador’s global influence with Lotte Department Store’s brand value and expand points of communication with customers around the world,” and said, “Based on differentiated brand experiences, we will leap forward into a global retail brand.” • BLACKPINK Jennie: Calls for boycott and cancellation over collaboration with Adidas... brand apologizes • BLACKPINK Jennie attends close friend’s wedding! Her vintage luxury dress becomes a hot topic
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