Appointing an Ambassador for the First Time in 10 Years! Jennie Named Global Brand Ambassador for Korea's Lotte Department Store
Can shopping at a department store be this stylish~
Summary
- South Korea's Lotte Department Store has revived its ambassador strategy after nearly a decade, appointing Jennie as its global brand ambassador.
- Centered on the theme "As I Am," the campaign highlights an embrace of personal taste and staying true to oneself.
- The first campaign video launched on October 21, taking an effortless, natural approach rather than pushing products hard.
- The ads are running across Lotte's main Myeongdong, Jamsil, and Busan locations in Seoul, as well as its overseas branches in Vietnam and Indonesia.
When you think of department store ads, end-of-season sale posters or display cases packed with the season’s hero bags usually come to mind. But South Korea’s Lotte Department Store took a completely different approach when it announced the return of celebrity brand ambassadors on September 29, 2026, naming BLACKPINK member Jennie as its global brand ambassador.
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After a 10-year hiatus on brand ambassadors, why Jennie?
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This marks Lotte Department Store’s first brand ambassador appointment in about 10 years. Over the past decade, the store focused primarily on seasonal campaigns and in-store activations. Breaking with tradition to partner with Jennie reflects a clear strategy aimed at global reach and younger shoppers. Known for staying true to her personal style whether on stage or front row at fashion week, Jennie appeals to audiences both in South Korea and abroad, aligning with the department store’s goal of connecting with a broader customer base.
Following the announcement, campaign imagery began rolling out across key Lotte Department Store locations, including the Main Store in Myeongdong, Seoul, as well as the Jamsil and Busan Seomyeon stores. The visuals also expand to transit hubs like Incheon International Airport and Seoul Station. Additionally, Lotte plans to launch the campaign across four overseas branches in Vietnam and Indonesia, establishing a unified visual language in every city.
“Just be. As I am.”: department store advertising with an easy fashion feel
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Titled “As I Am,” the initial project carries the tagline “Just be. As I am.” The first campaign video launched on October 21 across Lotte Department Store’s official YouTube and social media channels. Rather than focusing on a specific item or price tag, the clip feels like a casual slice-of-life diary, capturing Jennie in natural light with a laid-back, refined fashion aesthetic.
For readers used to constant sales promos, this understated approach makes a lasting impression. Instead of pushing a product, it builds affinity through an easygoing vibe, inviting people to step into the space. If you’re traveling to Seoul, Busan, or Southeast Asia soon, keep an eye out for the giant displays at airports and store facades—or check out the full “As I Am” campaign video on Lotte Department Store’s official YouTube channel.
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