JENNIE Seoul Pilgrimage: A BLINK's Solo-Era Guide

JENNIE founded her own label, ODD ATELIER (frequently abbreviated to OA, with the imprint OA Ruby for the album side), in November 2023. This made her the first BLACKPINK member to set up an independent solo company; ROSÉ (The Black Label) and LISA (LLOUD) followed in different forms. ODA's first solo single under the new label was Mantra (October 11, 2024), the second was Like JENNIE (March 2025), and the full album Ruby landed March 7, 2025 with sixteen tracks—including ExtraL with Doechii, Damn Right with Childish Gambino and Kali Uchis, and Handlebars with Dua Lipa. ODA doesn't operate a public-facing storefront in Seoul, but the label has been visibly active in Seoul through Ruby promotion partnerships, a Ruby Experience Tour-style activation cycle, and select brand collaborations. Public-facing activity has clustered, like most modern label promotion, in Seongsu (for pop-ups) and Cheongdam (for brand events). The practical implication for a fan trip: ODA's Seoul presence shows up at announced events, not at a permanent address. Pop-ups around the Ruby cycle in early to mid-2025 used Seongsu-area venues for ticketed activations and listening parties. If you're catching a future ODA-led release in Seoul, monitoring @oa.ruby and @jennierubyjane is the most reliable way to know when something's open. For official solo merch, the Ruby pop-ups during the album cycle were the main retail moment in 2025. Outside of pop-up windows, there is no permanent ODA store; unlicensed Jennie photocards sold around Hongdae and Myeongdong are not affiliated. YG SELECT's Insadong store carries BLACKPINK group-era merchandise but does not stock ODA solo items, so don't expect overlap there.

JENNIE's Instagram has done as much to put Hannam-dong cafés on the global map as any tourism campaign. Comfort Seoul (45 Duteopbawi-ro 60-gil, Yongsan-gu) is the signature post—a small Hannam café with natural light, minimal interiors, and consistently good espresso-based drinks and pastries. Jennie's tag in 2020-2021 sent a sustained wave of fan visits that the café still partly absorbs. The street it sits on (Duteopbawi-ro 60-gil) is also worth walking; it threads between residential housing and other small cafés. Peter Pan 1978 (10 Jeungga-ro, Seodaemun-gu) is in Yeonhui-dong, not Hannam, but it belongs in the Jennie itinerary because she featured it in a YouTube bakery tour. Operating since 1978, it's a genuine local bakery institution. The signature is gamja-ppang (potato bread), a slightly sweet, dense roll that's been the same recipe for decades. Yeonhui-dong is its own quiet neighborhood—worth combining with Hongdae if you're in the area. For restaurants in Hannam, Jennie has been spotted at multiple mid-tier and chef-driven spots over the years, mostly between Hangangjin and Itaewon stations on Line 6. The Hannam Saemaeul Market alleys, the strip near Sounds Hannam (Hangangjin Station Exit 2), and Hannam-dong proper all carry restaurants that have appeared in her stories or in fan-account spottings. As with Lisa and Rosé, exact addresses rotate, so the better strategy is a half-day walk through the neighborhood rather than a single 'must-eat' target. For a Jennie-aligned coffee day: start at Comfort Seoul mid-morning, walk back toward Hangangjin Station, pop into Sounds Hannam for the bookstore browse and a second café, then either hit Itaewon for lunch or take the subway one stop to Yaksu and walk along the Seoul Line Park trail. This route covers her most consistent neighborhood without needing any exact post-tracking.

JENNIE's solo MVs have used a mix of international and Korean studio shoots. The Mantra music video (October 2024) leans into a polished, club-pop visual with stylized sets; the Like JENNIE video (March 2025) and other Ruby cuts continued the same controlled-aesthetic direction, primarily studio-based. Specific Seoul outdoor locations that became fan pilgrimage stops are limited, which is intentional—ODA's visual direction has favored constructed sets over recognizable Korean landmarks. What Seoul did get during the Ruby release cycle was a Ruby-themed activation cluster. The Ruby Experience-style pop-ups in Seongsu used multi-room, scenography-driven design, with photo points keyed to the album's visual identity. These ran for limited windows around the March 2025 release and during the spring promotion period. Tickets were limited and went fast; if a similar activation runs for a future ODA cycle, the Seongsu-area cluster around Seongsu Station Exits 2-4 is the most likely location. For music-show appearances during Ruby, Jennie hit the standard broadcaster circuit in Sangam DMC—SBS Prism Tower (Inkigayo), CJ ENM Center (M Countdown), KBS Hall (Music Bank), MBC (Show Champion). Solo broadcast appearances during the Ruby cycle were more selective than a typical group comeback, with focus on key year-end and tied-in brand events. A practical note on filming spots: Korean fan-account posts will sometimes geo-locate magazine shoots and behind-the-scenes content to specific Seoul studios. Most of these are private studios that don't accept walk-ins. Don't plan a Seoul trip around accessing a studio—they're not visitable—but the surrounding neighborhood (Seongsu for newer studios, Cheongdam for older ones) is fine to walk through.

JENNIE has been a Chanel global ambassador since 2018, also serving as a Chanel beauty ambassador and a regular face at Chanel Korea events. Chanel Seoul Flagship is in the Cheongdam luxury row at 449 Apgujeong-ro, Gangnam-gu—a five-minute walk from Apgujeong Rodeo Station Exit 5. The flagship is one of the larger Chanel boutiques in Asia and frequently features Jennie campaign visuals during her brand cycles. Major launches sometimes include private events at the boutique. Chanel runs a separate beauty house concept and pop-up activations in Korea, occasionally tied to Jennie campaigns. Lotte Department Store's Avenuel branches and Hyundai Department Store flagships also carry Chanel beauty counters where Jennie campaign visuals appear during launches. The Chanel Maison de Seoul concept events, when active, tend to be in Cheongdam or in Seongsu at multi-use venues. Jennie was announced as a Calvin Klein global ambassador in 2023. Calvin Klein has flagship presence in Cheongdam (also along Apgujeong-ro) and major department-store counters; Jennie campaign visuals (especially the Calvin Klein underwear campaigns) appear in storefronts and Korean media during release windows. The Cheongdam Calvin Klein store is one of the higher-traffic spots during her CK campaign windows. Jennie also has an extended relationship with Korean beauty brand HERA (an Amorepacific brand). HERA's flagship and major counters are in Korean department stores; the Amorepacific headquarters building (100 Hangang-daero, Yongsan-gu, Sinyongsan Station) houses the Amore Store on the ground floor where you can sample HERA and other Amorepacific brands. The headquarters building, designed by David Chipperfield, is itself worth seeing for the architecture.

JENNIE's solo live moment scaled up sharply with her 2025 Coachella set—performed during the Ruby cycle and treated as her first major standalone festival headline-equivalent slot. In Korea, the Ruby cycle did not include a full solo arena tour at the time of release, but did include selected fan events and award-show stages. Group BLACKPINK activity (Deadline World Tour starting 2025, with Goyang Sports Complex on the Korean leg) accounted for the largest live presence during this period. For Korean solo TV stages, the year-end music festivals (KBS Gayo Daechukje, MBC Gayo Daejejeon, SBS Gayo Daejeon) were the most likely Korea-side appearances during Ruby. These are usually Christmas-to-New-Year windows at venues including KBS Hall (Yeouido), KINTEX (Goyang), and Inspire Arena (Yeongjong-do). Inspire Arena (opened 2023, capacity around 15,000) has become the new default for year-end shows—reachable from central Seoul via AREX and shuttle, but plan the return trip carefully. For music-show recordings during the Ruby cycle, the Sangam DMC venues (SBS Prism Tower, CJ ENM Center, KBS, MBC) follow the same rules as the ROSÉ guide: fan-club application is typically required, Weverse is the primary application channel for BLACKPINK-tied accounts, and entry rules vary by show. SBS Inkigayo is generally the most accessible to foreign fans because of clearer rules. If a future ODA-led tour or fan meeting is announced for Korea, expect mid-size hall venues first (Olympic Hall, Yes24 Live Hall, Blue Square in Hannam). Blue Square, located right above Hangangjin Station Exit 2, would be a particularly fitting venue for a Jennie solo Korean event—it's in her unofficial home neighborhood. Korean ticketing is via Interpark, Yes24, and Melon Ticket; international fans usually need Korean phone-number registration or a verified service.

JENNIE's social media is the practical center for any solo-era pilgrimage. @jennierubyjane is her main Instagram; @oa.ruby is the ODD ATELIER label and album account. Her Instagram is one of the more active among BLACKPINK members and includes lifestyle content (cafés, restaurants, dog photos, travel) alongside professional posts. Jennie's dachshund Kuma has been a recurring character in her feed for years; if you see Hannam-area pet-friendly cafés in her tags, that's the reason. Weverse, where BLACKPINK is registered, is the official live-update channel. ODD ATELIER does not yet operate a separate Weverse community; ODA-specific announcements typically come through Jennie's main Instagram and Twitter/X channels. For Korean-language fan-cafe membership (the most reliable for Korean event-info access), the largest BLACKPINK fan cafes on cafe.daum.net cover Jennie content; some Jennie-specific cafes also exist. A practical note on Jennie's acting and side projects: she appeared in HBO's The Idol (2023) in a supporting role. The show's reception was mixed but Jennie's profile from it brought a non-K-pop audience into her fandom. As with Lisa and the White Lotus effect, this means Korean-side events draw more first-time visitors who aren't familiar with Korean fan-club rules; check entry requirements (ID, age verification, queue rules) ahead of any event you plan to attend. For a half-day Jennie itinerary that doesn't depend on her actually being in town: morning at Comfort Seoul + Hannam walk, midday into Cheongdam for Chanel and Calvin Klein flagships (window-shopping is fine), afternoon at Yeonhui-dong for Peter Pan 1978, then evening back to Itaewon-Hannam for dinner. This routes through her most consistent geography without requiring real-time tracking.