SEOUL, Sept 29 — Blackpink’s Jennie is adding another major name to her growing list of brand partnerships after being named the new face of Lotte Department Store.

The appointment marks the department store’s first brand ambassador selection in about a decade, with the singer set to feature in a nationwide marketing campaign beginning Thursday.

The campaign will put her front and centre across Lotte Department Store’s physical stores as well as its online and offline platforms, Korea JoongAng Daily reported today.

Built around the catchphrase ‘As I Am’, the campaign will draw on Jennie’s image as an artist known for expressing her individuality, according to the company.

Fans will get their first look at the campaign’s promotional video on October 21, when Lotte Department Store plans to release it on its official YouTube channel and other social media platforms before rolling it out through television and online advertisements.

Jennie’s new role will be visible across Lotte Department Store’s network, including its flagship near Myeongdong in central Seoul, the Jamsil branch in southern Seoul and the Seomyeon branch in Busan.

Jennie made her debut with Blackpink under YG Entertainment in 2016 before launching her solo career with Solo in 2018.

She released her first full-length solo album, Ruby, in 2025, further establishing her career outside the K-pop group.