JINRO Appoints BTS’ V as New Global Ambassador

HiteJinro has appointed V of BTS as the new global ambassador for JINRO, the Korean soju brand known as one of the world’s best-selling spirit brands. The partnership is part of JINRO’s global brand expansion strategy, which aims to strengthen its brand competitiveness and build a closer connection with consumers worldwide.

According to JINRO, V was selected for his broad cultural influence, distinctive charm, and trend-setting image. Hwang Jung-ho, head of HiteJinro’s overseas business division, said V naturally represents the brand values and sensibility that JINRO pursues. The company plans to work with the BTS member on a range of brand marketing initiatives designed to expand consumer touchpoints and strengthen JINRO’s global appeal.

“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,” he said.

First introduced in 1924, JINRO is Korea’s representative soju brand. Its product portfolio includes JINRO Chamisul Fresh, JINRO Chamisul Original, JINRO Is Back, and flavored soju variants such as green grape, peach, strawberry, grapefruit, plum, and lemon.

The appointment also fits into HiteJinro’s broader overseas growth efforts. In its Global Vision 2030 strategy, the company outlined plans to expand JINRO’s product portfolio, strengthen overseas distribution, and build stronger communication with global consumers.

For V, the partnership adds another major brand collaboration to his growing commercial profile. As a member of BTS, he has remained one of the most recognizable Korean pop culture figures globally, giving JINRO a high-profile face as it continues to reach international adult consumers.

This article was written with the help of AI, based on a HiteJinro press release distributed via PR Newswire, and was reviewed and edited by the Hallyu Dorama team.