Lotte Department Store Appoints Jennie as First Advertising Model in 10 Years to Strengthen Global Branding

"As I am" Campaign to Launch in October
Expanding to Overseas Stores and Key Tourist Hubs

Lotte Department Store announced on September 29 that it has selected global artist Jennie as its brand ambassador and is strengthening its global branding efforts. It is the first time in ten years that Lotte Department Store is appointing an advertising model.

Starting in October, Lotte Department Store will launch a brand campaign with Jennie, centered on the core message "As I am." The campaign aims to convey the brand's philosophy of respecting each customer's individual tastes and personalities by leveraging Jennie’s image as someone who expresses her unique style and individuality.

Image of Jennie selected as the brand ambassador for Lotte Department Store. Lotte Department Store

The campaign video will be released through Lotte Department Store's official YouTube and Instagram channels on October 21, and will also be expanded to TV and digital advertising.

Marketing activities utilizing Jennie will also be conducted overseas. Lotte Department Store plans to introduce advertisements and projects featuring Jennie as a model at four overseas locations currently operating in Vietnam and Indonesia. The campaign will also be rolled out at major hubs for foreign tourists, including Incheon Airport and Seoul Station.

Jeong Hyeonseok, CEO of Lotte Department Store, stated, "By combining the ambassador’s global influence with Lotte Department Store’s brand value, we aim to expand our point of contact with customers around the world and to further clarify the unique presence of Lotte Department Store in the global retail market. Furthermore, based on Lotte Department Store’s differentiated brand experience that encompasses the diverse tastes and lifestyles of our customers, we will strive to become a global retail brand that captures the world’s attention."

This content was produced with the assistance of AI translation services.