JINRO Launches Its First Global Campaign Featuring BTS's V and the Joy of Sharing

JINRO Launches First Global Campaign with BTS's V

On July 23, 2026, JINRO, the world's leading soju brand, rolled out its inaugural global marketing initiative titled "My Favorite JINRO." This initiative prominently features V, a member of the globally renowned K-pop group BTS, as its global ambassador. The campaign aims to present the values of the JINRO brand in a more accessible way, drawing attention to the joy of sharing everyday moments with consumers around the globe.

The Campaign Unveiled

The campaign kicked off with the release of its main promotional film, which showcases V's charismatic charm and highlights the values of the JINRO brand. The narrative follows V as he accidentally arrives at the wrong party and finds himself mingling with guests from both gatherings, highlighting the universality of shared experiences and moments of togetherness enhanced by JINRO. Through this engaging storyline, the film delivers a youthful and fashionable image for the brand, reinforcing the message of bringing people closer and creating memorable moments.

In addition, the promotional film cleverly integrates symbolic elements representing JINRO's strategy for global expansion. A room number, 306, refers to the three fundamental types of soju and six flavors currently available in various markets. Meanwhile, room 307 symbolizes the company's plan to expand its flavored soju offerings to seven varieties or more. JINRO aims to enhance its brand competitiveness with products that reflect the diverse preferences of consumers worldwide.

The promotional film will be accessible across JINRO's official global YouTube channel, as well as its Instagram and Facebook accounts.

A Commitment to Connection

Jung-ho Hwang, Head of International Business at HiteJinro, expressed, “'My Favorite JINRO' offers a more approachable and engaging representation of our brand with our global ambassador, V from BTS. Moving forward, we will continue to expand our presence in the global alcoholic beverage market while enhancing our consumer touchpoints worldwide to strengthen JINRO's competitiveness as a representative Korean soju brand.” Furthermore, the campaign introduces a new global tagline, “Fill That Moment,” encapsulating the brand's philosophy of infusing everyday experiences with presence, warmth, and human energy while naturally accompanying significant moments of connection and community.

About JINRO

Founded in 1924, JINRO is recognized as the representative Korean soju brand and is the world's number one in soju sales and the best-selling liquor brand globally. JINRO caters to its consumers worldwide with a diverse product portfolio encompassing not only its core offerings—JINRO CHAMISUL FRESH, JINRO CHAMISUL ORIGINAL, and JINRO IS BACK—but also a wide range of flavored soju. These flavors include GREEN GRAPE, PEACH, STRAWBERRY, GRAPEFRUIT, PLUM, and LEMON, appealing to the varied tastes of consumers.