BLACKPINK's Jennie is adding another major brand partnership to her growing list of fashion and commercial ventures. Lotte Department Store has named the K-pop star its new brand ambassador, marking the retailer's first selection of an advertising model in approximately 10 years.

Lotte Department Store announced Jennie's appointment on Tuesday, Sept. 29, revealing that its joint marketing campaign with the BLACKPINK member will officially begin on Oct. 1.

The partnership is set to extend beyond a traditional advertising campaign, with Jennie appearing across a wide range of promotional content connected to the retailer.

The campaign will be visible both inside and outside all Lotte Department Store locations across South Korea. It will also roll out through the company's various online and offline marketing channels, giving the collaboration a broad presence throughout the retailer's network.

Jennie's partnership with Lotte Department Store will not be limited to South Korea. The singer will also feature in advertisements and other projects connected to four of the company's overseas stores located in Vietnam and Indonesia.

The international expansion gives the campaign an additional focus as Lotte seeks to connect its brand with consumers beyond the Korean market. Jennie's established global profile also makes her a natural centerpiece for a campaign designed to reach audiences across multiple markets.

Rather than centering solely on products or shopping, however, the campaign will place Jennie's personal identity and approach to self-expression at the heart of its messaging.

The central message of the campaign is "As I am." The concept draws inspiration from Jennie's public image as an artist who frequently expresses her individuality through music, fashion and personal style.

The campaign is built around the idea of accepting yourself as you are while having the confidence to make choices based on your own tastes and values. Through Jennie, Lotte Department Store plans to present a message about self-respect, individuality and living according to one's own standards.

Jennie's involvement gives the concept a personal dimension, particularly given her reputation for moving between different styles while maintaining a distinct identity. Her influence across music and fashion has also helped make her one of the most recognizable figures associated with contemporary K-pop.

Fans will not have to wait long to see the partnership take shape. The first campaign film featuring Jennie is scheduled to premiere on October 21 through Lotte Department Store's official YouTube channel and social media accounts.

The initial film will be followed by additional campaign material released sequentially. The upcoming content is expected to include television advertisements as well as digital advertising, expanding the campaign across multiple platforms.

The rollout will make Jennie the face of Lotte Department Store's latest major advertising push, while also marking a significant moment for the retailer after roughly a decade without selecting an advertising model.

The new brand partnership arrives during another active period in Jennie's career. She debuted as a member of BLACKPINK in 2016 and has since established herself as a solo artist alongside her work with the group.

In March 2025, Jennie released her first full-length solo album, 'Ruby', further expanding her musical identity beyond BLACKPINK. The album included collaborations with several international artists and highlighted the singer's versatility across different musical styles.

Her recent collaboration with Tame Impala, "Dracula", has also continued to perform strongly on the US charts. The song recently reached its 18th week in the top 10 of the Billboard Hot 100, extending its run among the chart's highest-ranked songs.

With her music career continuing alongside major fashion and commercial partnerships, Jennie's appointment as Lotte Department Store's new brand ambassador adds another high-profile chapter to her expanding global presence. The upcoming "As I Am" campaign will officially begin on Oct. 1, with its first major visual arriving later in the month.