JINRO launches first global soju campaign featuring BTS member V to drive international brand expansion
Executive summary: JINRO released its first global advertising campaign, 'My Favorite JINRO,' featuring BTS member V, with a premiere film highlighting the artist's charm and the brand's values. The campaign marks JINRO's first coordinated effort to promote soju on a worldwide scale, leveraging a global pop icon to potentially boost brand recognition and sales in new markets.
Who is involved: JINRO (HiteJinro), BTS member V (Kim Tae-hyung), and PR Newswire as the distribution channel.
Likely next: JINRO is expected to roll out the campaign across multiple regions, release limited‑edition packaging, and monitor consumer response in upcoming quarterly earnings reports.
On July 23 2026, JINRO, the world's best-selling soju brand, unveiled its inaugural global marketing campaign titled 'My Favorite JINRO,' starring V of the K-pop group BTS. The campaign centers on a premiere film that highlights V's approachable image and aligns it with JINRO's brand values of sharing everyday moments. By tapping into BTS's worldwide fanbase, JINRO aims to increase awareness and consumption of soju outside its traditional Korean market. The move reflects a broader trend of alcohol brands leveraging K-pop stars for global outreach.
Timeline
- — JINRO Unveils First Global Campaign "My Favorite JINRO" with V of BTS (PR Newswire)
Analysis — what this means
Sectors affected
- Alcoholic beverages (soju)
- Marketing and advertising
- K-pop entertainment
Historical parallels
- JINRO prezentuje pierwszą globalną kampanię „Moje ulubione JINRO" z V z BTS (Polish press release, 2026-07-23)
- JINRO představuje svou první globální kampaň „Moje oblíbená JINRO" se zpěvákem V ze skupiny BTS (Czech press release, 2026-07-23)
- JINRO представляет первую глобальную кампанию My Favorite JINRO с Ви из BTS (Russian press release, 2026-07-23)
- JINRO Unveils First Global Campaign "My Favorite JINRO" with V of BTS (English press release, 2026-07-23)
Key entities
Sources
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INTELLIGENCE
Social Pulse
AI estimate · not scraped