Jennie Becomes Lotte Department Store's First Muse in 8 Years

BLACKPINK's Jennie has been named the official muse of Lotte Department Store, marking the first time the Korean retail giant has appointed a brand ambassador in that role since 2018. That eight-year gap is the detail worth noting: Lotte is not a brand that hands out these partnerships lightly, and choosing Jennie to end the streak says something about where the store wants to position itself.

A teaser image circulating online sparked immediate discussion among fans, with many pointing out that Jennie's face was recognizable even from a cropped shot showing only her lower features. The reaction was largely positive, with comments ranging from genuine enthusiasm to one reader flatly declaring they now had a reason to visit the department store.

For Jennie, the appointment fits a pattern of selective, high-profile commercial partnerships. Since her solo debut and continued work with luxury houses, she has been consistent about the kinds of brand relationships she takes on. A flagship department store muse role in Korea carries real cultural weight, and Lotte's eight-year wait before filling it again suggests they treated the decision the same way.