The appointment arrives as JINRO looks to capitalize on the rising global profile of Korean exports. Jung-ho Hwang, head of overseas business at HiteJinro, described the collaboration as a natural alignment of the brand’s identity with V’s artistic sensibility. The company intends to roll out a series of marketing campaigns featuring the singer, designed to expand consumer touchpoints and cement the brand's dominance as it faces increased competition in the global spirits sector.
V of BTS Named Global Ambassador for JINRO Soju
South Korean spirits giant HiteJinro has tapped BTS member V as the new face of its flagship brand, JINRO. The partnership marks a strategic pivot for the world’s best-selling spirit, aiming to leverage the pop icon's cultural influence to deepen its reach among younger, trend-conscious consumers across international markets.
Founded in 1924, JINRO remains the cornerstone of Korea's alcohol industry, maintaining its status as the world's top-selling spirits label. The brand currently anchors its portfolio with core products like CHAMISUL FRESH and IS BACK, alongside a growing selection of flavored options. By aligning with V—who recently saw the massive success of the BTS album ARIRANG—the company is positioning its legacy products to appeal to a demographic that prioritizes authenticity and global pop-culture trends.
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