BLACKPINK Jennie’s “soft power” is extending beyond music
Located in the vibrant landscape of Seoul’s Garosu area, a place once dubbed “The Massive Hub of Fashion and Beauty,” is undergoing a transformation. A report by Naver has unveiled a shift in trends, with Garosu Street now lamented as “dead” amidst shop closures.
The spotlight has shifted to Serosu Street, running parallel to Garosu, emerging as a hotspot where young people and foreign tourists flock to catch glimpses of BLACKPINK’s Jennie and capture moments with her iconic ad poster.
Venturing to Tamburins Flagship Store in Sinsadong, Gangnam, Seoul, on a chilly day, the scene is nothing short of remarkable. Despite its proximity to Garosu, Tamburins exudes a different vibe, drawing a lengthy queue eager to snap photos against the backdrop of Jennie’s huge poster on the building.
Even in the freezing cold weather, young influencers gather here for Instagram-worthy pics.
So, what’s the magnetic pull attracting global youth? Insights from travelers echo a common sentiment. Tourist A, a 20-year-old from China, said, “Today, I explored Korea, and my first stop was the Tamburins store.” They emphasized, “It’s a must-visit for capturing the essence of Korea, especially with Jennie, a trend embraced by influencers in China.”
Similarly, B, a 20-year-old residing in Gangnam District, Seoul, shared, “I come here to snap photos with Jennie and showcase them on Instagram.” She revealed the charm of power lines on utility poles as the photo highlights, turning what might seem unsightly into something undeniably cool.
Despite staff noting January’s purported business lull, Tamburins remains a bustling hub. An employee revealed, “Typically, 80% of our customers are foreigners,” emphasizing the queues, especially during weekends, eager to capture moments in front of Jennie’s billboard.
In essence, Jennie’s influence is transcending music, becoming a cultural force that revitalizes streets and fuels economic activity in unexpected corners of Seoul.
