The Strategic Brilliance Behind Jennie's Surprise VISA Campaign Move

Jennie stars in a surprise VISA campaign.
Her song breaks the TikTok view record.
She will perform at MMA2025 in December.

In a move that perfectly blends high finance with high fashion, BLACKPINK's Jennie has suddenly appeared as the face of VISA's latest campaign, "Road to Ruby." The announcement sent the BLINK fandom and the wider Asia-Pacific region into an immediate frenzy. 

Launched without any prior warning, the campaign features a sleek video where Jennie exudes power and poise, looking both gorgeous and sophisticated. The visual narrative is complemented by the powerful voiceover.

"Some journeys don't seek the spotlight; they bring it with them. Go beyond and Travel Like Jennie."

The campaign was strategically rolled out across VISA's official social media channels, including its Instagram accounts for key markets like Indonesia, Malaysia, Singapore, Hong Kong, Korea, and Japan, as well as on its official TikTok page. The timing is absolutely strategic. 

With BLACKPINK's massively successful "DEADLINE" world tour in full swing, having already hit cities like Kaohsiung, Bangkok, and Jakarta, with stops upcoming in Singapore, Tokyo, and Hong Kong, fans are actively planning international travel to see the group. VISA, as a global payment partner for these journeys, brilliantly capitalizes on this exact moment of excitement, amplifying its brand reach to colossal levels by associating itself with Jennie's unparalleled influence and the travel plans of millions of fans. This collaboration shows why Jennie is more than an idol, she's a lifestyle and a global trendsetter whose endorsements carry immense weight.

"Like JENNIE" Shatters Records as TikTok's Most-Viewed K-Pop Song of 2025

Jennie is proving, once again, that her impact as a soloist is absolutely formidable. Her latest monumental achievement comes from the digital sphere, where her iconic and empowering anthem, "Like JENNIE," has officially become the most-viewed song by a K-Pop act on TikTok in 2025, amassing a staggering 5 billion views. This isn't just a number, it's a testament to the song's cultural takeover. The track became the most used K-pop audio on the platform by a landslide, dominating dance challenges, runway edits, and concert clips globally.

This record-breaking success further solidifies Jennie's digital dominance. Her other solo tracks, "Extral" and "Love Hangover," have also each amassed over 1 billion views, tying for the second most-viewed spot with massive hits like BLACKPINK's own "Jump" and Jisoo's "Earthquake." 

This incredible trio of songs by Jennie even finds itself in a tie with other major 2025 releases like J-Hope's "Killin' It Girl" with GloRilla and Hearts2Hearts' "The Chase." The song's organic virality didn't stop at TikTok. On Spotify, "Like JENNIE" surpassed 600 million streams, making it her third song to hit this milestone and the "Fastest Female Solo Song of 2025" to do so. It achieved the same feat on YouTube Music, making it the first and only song released in 2025 by a solo artist to surpass 600 million streams on both platforms simultaneously.

With such a spectacular year, all eyes are now on Jennie's next major appearance. After what feels like too long for fans, she is confirmed to grace the stage at the 17th Melon Music Awards (MMA2025). The awards ceremony is set to take place on Saturday, December 20, at the iconic Gocheok Sky Dome in Seoul. 

Jennie, who made a major impact this year with her first full-length solo album ‘RUBY,’ joins a star-studded final lineup that includes aespa, G-Dragon, Jay Park, EXO, IVE, Zico, RIIZE, and many more. Her excitement is palpable, with the artist herself noting, "It's been a while." This appearance is highly anticipated, as fans are eager to see her electrify the dome with her commanding stage presence and global influence, capping off a truly record-shattering year.

Source: Allkpop, Koreanherald