Chase Sapphire Reserve Explores Seoul’s Vibrant Culture with Love Letter to the City

Droga5 and Chase Sapphire Reserve have launched “Seoul Is In The Details”, a new campaign that explores Seoul’s vibrant high-low fusion culture through the eyes of designer Yoon Ahn. This campaign goes beyond the typical travel ad—it’s a love letter to a city where modernity meets centuries-old tradition, all enabled by Chase Sapphire Reserve’s premium travel benefits.

Created by creative agency Droga5, the campaign film follows Yoon as she navigates Seoul—exploring street stalls and upscale restaurants, shopping high-end fashion and hidden gems, and discovering the unexpected details that make the city so dynamic. True to Chase Sapphire Reserve’s ethos of helping travelers experience the world like an insider, the campaign celebrates the details that elevate a trip from good to unforgettable.

As a Korean American and legendary creative director of the global brand AMBUSH, Yoon Ahn is a globally recognised creative force who has built a career on blending streetwear with luxury, East with West, and tradition with reinvention. Yoon studied graphic design at Boston University before launching her own brand, she has also made her mark as Dior Men’s jewellery design director. With Seoul being a city close to her heart, Yoon is the perfect guide to its ever-evolving style, food, and culture. Her insider perspective brings an authenticity to the campaign that aligns seamlessly with Chase Sapphire Reserve’s approach to travel.

The campaign features a soundtrack by Yaeji, a Korean American singer, DJ, and producer based in Brooklyn with deep ties to Seoul. Known for blending house and hip-hop with her signature mellow vocals in both English and Korean, her sound perfectly complements Seoul’s dynamic fusion of tradition and modernity. Yaeji’s music adds an authentic layer to the campaign, reflecting the city’s vibrant energy and cultural duality.

Chase Sapphire Reserve is designed for travellers who seek deep, authentic experiences—whether that’s street food in Gwangjang Market or a high-end cocktail in a hidden vinyl bar.

The campaign showcases how Chase Sapphire Reserve’s benefits, from exclusive lounge access to luxury hotel upgrades, make these immersive travel moments possible.

Through Yoon’s journey, the film highlights the intersection of fashion, food, and culture—key elements of Chase Sapphire’s modern-premium positioning.

Leanne Fremar, global chief brand officer, JPMorgan Chase, said, "We chose Seoul for the location of our latest campaign as it perfectly showcases the many vibrant experiences cardmembers can unlock through their Chase Sapphire Reserve cards. Seoul’s rich culture and history, incredible food, and dynamic energy bring to life the type of best-in-class experiences Chase Sapphire Reserve offers.

Yoon – a true cultural insider with a strong global vision – was the perfect partner for Chase Sapphire Reserve given her passion for tapping into creative inspiration through her lifetime of travel and global citizenship. By exploring Seoul though her eyes, Yoon also showcases how cardmembers can connect with and immerse themselves in local cultures through itineraries curated by Reserve Travel Designers."

Mariano Jeger, executive creative director, Droga5, said, “Seoul is where tradition meets the modern, creating an energy that’s unmatched. To really get the city’s essence, exploring it with someone like Yoon Ahn was key — her deep connection lets you experience its culture, fashion, and food from an insider’s lens. With Chase Sapphire Reserve, you’re tapping into exclusive experiences that make a trip like this truly one of a kind.”

Mike Ladman, senior music supervisor, Droga5, said, “The film captures Seoul’s underbelly—its raw, layered energy—and we needed an authentic soundtrack to bring it to life. Yaeji was our immediate thought to create a song for this. She’s a unique and buzzy artist, producer, and DJ carving out her own lane with sounds that are both authentic and entirely new. She’s someone the cool kids already know, but the world is just catching up on—making her the perfect fit for a campaign about uncovering the unexpected.”