BLACKPINK member Jennie is once again using her platform to highlight the beauty of Korean culture — this time through design. On October 9, coinciding with Hangul Day, the global pop star and her agency OA Entertainment (ODD ATELIER) unveiled a new Korean font titled ‘ZEN SERIF’, a modern reinterpretation of Korean script.
According to OA Entertainment, the font was created to allow “more people to use Korean conveniently and beautifully.” In collaboration with Meta, OA Entertainment also became the first Korean entertainment agency to register a Korean font on Instagram’s short-form video editing app, Edits. Starting October 9, all users around the world can access and freely use the new font within the app.
The Meaning and Design Behind ‘ZEN SERIF’
‘ZEN SERIF’ reflects both Jennie’s artistic identity and OA Entertainment’s creative philosophy. The font combines traditional Korean aesthetics with a modern, minimal style. The agency described it as a design that “breaks away from fixed images” and reinterprets Hangul from a contemporary point of view.
“Just as King Sejong made it possible for everyone to easily learn and use letters, Jennie also hopes that more people can appreciate the beauty of Hangul,” OA stated.
What makes ‘ZEN SERIF’ distinctive is its mix of traditional Western blackletter typeface with Hangul, a combination that feels both familiar and new. The result is a design that’s simple, balanced, and versatile enough for both digital and print use.
Released in celebration of Hangul Day, the project holds special cultural significance. The day itself commemorates the creation of Hangul in the 15th century by King Sejong. The font’s launch on this date reinforces Jennie and OA Entertainment’s intention to share the beauty and adaptability of the Korean language with the world.
It also marks a first for the entertainment industry — OA Entertainment is the first agency to design and distribute a Korean font for free.
Jennie’s Role as a Cultural Ambassador
Jennie’s participation in ‘ZEN SERIF’ fits naturally with her ongoing efforts to promote Korea globally. In July, she was appointed as a Seoul Tourism Honorary Ambassador, a role that connects her artistry with her hometown.
As part of this ambassadorship, she leads the ‘Absolutely in Seoul’ campaign, which showcases the city’s mix of history and modern energy. The campaign features videos shot at landmarks such as Gyeongbokgung Palace and Seongsu-dong, and includes her song “Seoul City” from her solo album Ruby.
The 29-year-old singer has described Seoul as her “city of inspiration”, adding that “the sensibility of Seoul is my style.” The campaign is being promoted globally through outdoor media, social platforms, and television.
A Broader Vision for Korean Culture
The release of ‘ZEN SERIF’ follows Jennie’s earlier efforts to present Korean culture through her music. Songs such as “ZEN” and “Seoul City” have already explored Korean themes, blending global pop sounds with local inspiration.
Now, by stepping into the world of typography, Jennie is promoting Hangul not only as a language but also as a form of visual art. The font’s simple structure and soft curves mirror her own creative style — refined, modern, and rooted in tradition.
OA Entertainment’s collaboration with Meta ensures that ‘ZEN SERIF’ will reach users around the world through a platform many already use daily. It’s a practical and modern way to bring Korean design to global audiences and encourage more creative uses of Hangul online.
Meanwhile, Jennie recently attended Chanel Paris Fashion Week show and will resume BLACKPINK activities with the ongoing Deadline tour in the coming days.