JINRO launches first global soju campaign featuring BTS member V to boost international brand awareness

Executive summary: JINRO released its first global advertising campaign with BTS member V, releasing a main film on July 23, 2026. The campaign uses BTS’s international reach to increase brand visibility and potential sales in new markets for the world’s top soju brand.

Who is involved: JINRO (HiteJinro), BTS member V (Kim Tae‑hyung), BTS’s management (Big Hit Music/Hybe), and the advertising agency behind the video.

Likely next: The rollout will continue with regional adaptations and limited‑edition product releases later in 2026, supported by media buys across TV, digital and social platforms.

On July 23, 2026, JINRO unveiled its inaugural global marketing campaign titled “My Favorite JINRO,” featuring V of the K‑pop group BTS. The campaign centers on a flagship video that highlights V’s approachable charm and the brand’s core values, celebrating everyday moments shared over JINRO soju. By leveraging BTS’s worldwide fanbase, JINRO aims to expand its presence beyond traditional Asian markets and drive growth in the global spirits sector.

Timeline

2026-07-23 — JINRO představuje prvú globálnu kampaň s názvom „Môj obľúbený JINRO" spolu s V-om zo skupiny BTS (PR Newswire)

Analysis — what this means

Sectors affected

Soju (Korean distilled spirit) sector

Key entities

Sources

JINRO představuje prvú globálnu kampaň s názvom „Môj obľúbený JINRO" spolu s V-om zo skupiny BTS — PR Newswire

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