How Jennie Is Bringing Lotte’s Brand to a Global Audience

Lotte Department Store has named Jennie of BLACKPINK as its new brand ambassador, marking the retailer's first major celebrity model deal in 10 years. The Korean retail giant said on Sept. 29 that its partnership with the global K-pop star will launch in October and run across online and offline channels.The company is betting on Jennie's international reach to lift its profile in Korea and overseas. Lotte Department Store had not featured a celebrity model at the center of its brand marketing for a full decade before this deal.

The campaign's core message is "As I am," built around the idea of embracing one's true self. Lotte Department Store framed the concept as a fit for Jennie, who has spent years shaping a distinct personal style, and used it to underline a brand philosophy that puts each customer's taste and individual lifestyle at the center.

The official campaign film starring Jennie will premiere on Oct. 21 through Lotte Department Store's YouTube and Instagram accounts. It will then roll out to television and digital out-of-home advertising.

The push extends well beyond Korea. Lotte Department Store plans to feature Jennie-led visuals and campaign activations at all four of its overseas stores in Vietnam and Indonesia, including Lotte Mall West Lake Hanoi. It is the only Korean retailer that directly operates department stores abroad, and the campaign is designed to speak directly to shoppers in those markets.

The company is also targeting inbound tourists to Korea. It will run large-format ads at key travel hubs, including the baggage claim area of Incheon International Airport and Seoul Station, aiming to introduce the brand to visitors from the moment they arrive.

"Through synergy with an ambassador who has global influence, we will widen our points of contact with customers around the world and sharpen our presence in the global retail market," Lotte Department Store CEO Jeong Hyun-seok said. "We will lead with a differentiated brand experience and grow into a global retail brand."