Lotte Department Store names Jennie brand ambassador in global push

Lotte Department Store announced Tuesday it has named global artist Jennie as its brand ambassador.

It is the first time in 10 years that Lotte Department Store has taken on an advertising model. The move reflects the retailer's ambition to strengthen its brand competitiveness in global markets and establish itself as a world-class department store. The company plans to deepen its global branding through the collaboration with Jennie.

The campaign's core message is "As I Am." Through Jennie, who has long expressed her own style and individuality with confidence, the campaign conveys the idea of "being true to oneself" — respecting who you are and expressing your tastes and values on your own terms.

Lotte Department Store will kick off its full-scale brand marketing campaign with Jennie next month, rolling it out across all store interiors and exteriors as well as various online and offline channels. A campaign video will be released Oct. 21 through the company's official channels, including its YouTube channel and Instagram.

The marketing push will also extend to overseas stores. Lotte Department Store will feature Jennie in advertisements and various projects at its four overseas locations in Vietnam and Indonesia, including Lotte Mall West Lake Hanoi.

"Building on Lotte Department Store's differentiated brand experience — one that encompasses the diverse tastes and lifestyles of our customers — we will leap forward as a global retail brand that the world takes notice of," said Jeong Hyeon-seok, chief executive of Lotte Department Store.