JINRO, the world's No. 1 soju brand, announced on July 2, 2026, that it has named V of the globally renowned K-pop group BTS as its new global ambassador. This partnership is a key element of JINRO's global brand expansion strategy aimed at strengthening brand competitiveness and building closer connections with consumers worldwide.
V's Role and Appeal
Recognized for his broad cultural influence, distinctive charm, and trend-setting sensibility, V embodies the youthful, trend-forward spirit that JINRO seeks to communicate. His authentic appeal is expected to help the brand resonate meaningfully with consumers across different markets. The appointment reflects JINRO's commitment to enhancing brand relevance and familiarity on a global scale.
Marketing Initiatives
JINRO plans to launch a diverse range of brand marketing initiatives in collaboration with V. These initiatives aim to expand consumer touchpoints and further strengthen JINRO's influence and originality as the world's leading soju brand. Specific campaigns were not detailed, but they are expected to leverage V's massive fanbase and cultural impact.
Executive Comment
Jung-ho Hwang, Head of Overseas Business at HiteJinro, stated, “V is an exceptional artist who naturally represents the brand values and sensibility that JINRO pursues. Through our upcoming activities with V, we aim to communicate more closely with consumers around the world and continue expanding the JINRO brand, building on the leadership and heritage it has established.”
About JINRO
First introduced in 1924, JINRO is Korea's representative soju brand and the world's best-selling spirits brand. Its product portfolio includes core lineups such as JINRO CHAMISUL FRESH, JINRO CHAMISUL ORIGINAL, and JINRO IS BACK, as well as a flavored soju range featuring GREEN GRAPE, PEACH, STRAWBERRY, GRAPEFRUIT, PLUM, and LEMON. The brand has built a strong global presence and continues to expand its reach.
About BTS
BTS, an acronym for Bangtan Sonyeondan or “Beyond the Scene,” is a GRAMMY-nominated South Korean band that debuted in June 2013. The members are RM, Jin, SUGA, j-hope, Jimin, V, and Jung Kook. Known for authentic, self-produced music and deep fan connections, BTS has become 21st-century pop icons with numerous world records. They have mobilized millions of fans worldwide (ARMY), earned six No. 1 Billboard Hot 100 singles since 2020, and performed sold-out stadium shows globally. BTS was named TIME's Entertainer of the Year 2020 and has received awards including Billboard Music Awards, American Music Awards (Artist of the Year 2021), and MTV Video Music Awards. Their fifth studio album ARIRANG, released in March 2026, debuted at No. 1 on the Billboard 200, with lead single “SWIM” also debuting at No. 1. The group is currently on the BTS WORLD TOUR 'ARIRANG,' drawing massive crowds worldwide.
Global Channels
JINRO's global official channels include its website at jinro-soju.com, YouTube at youtube.com/@JINROGlobal, Instagram at instagram.com/jinro_global, and Facebook at facebook.com/jinro.global.
