Jennie Joins Lotte Department Store as Its New Advertising Model

Lotte Department Store has named BLACKPINK’s Jennie as its new advertising model, setting up a high-profile contrast with Annie of Allday Project, who has become closely associated with rival retailer Shinsegae. Shinsegae has not appointed an official ambassador, but Annie has served as its de facto representative since her debut last year, according to the source.

Lotte announced its deal with Jennie in late September. It is the department store’s first advertising-model appointment in nearly a decade. Actress Shin Min-a was the previous person to front Lotte, doing so in 2017. The source describes the appointment as part of Lotte’s effort to give its image a younger feel.

The two stores therefore have different connections to K-pop figures: Shinsegae’s association with Annie has developed without a formal ambassador position, while Lotte has made an official advertising deal with Jennie. The source identifies Annie as K-pop’s first known chaebol scion, while presenting Jennie’s signing as Lotte’s move to refresh its image.