Jinro launches first global soju campaign featuring BTS’s V to boost international brand awareness

Jinro released the main film for its first global campaign ‘My Favorite JINRO’ featuring BTS member V, with the premiere announced via PR Newswire on July 23 2026. The campaign seeks to translate BTS’s worldwide popularity into higher soju sales and brand recognition in international markets where Jinro faces stiff competition from local spirits. Who is involved: Jinro (the soju brand of HiteJinro), BTS member V (Kim Taehyung), and PR Newswire as the distributing wire service.. Likely next: Jinro will roll out the campaign across digital, television and point‑of‑sale channels in the second half of 2026, with sales impact to be monitored in upcoming quarterly earnings reports.. On July 23 2026, Jinro unveiled its inaugural worldwide marketing effort, ‘My Favorite JINRO’, centered on a promotional film starring BTS member V. The campaign aims to leverage the singer’s global fanbase to increase visibility of the world’s top‑selling soju brand outside Korea. By aligning with a K‑pop superstar, Jinro follows a proven strategy of celebrity‑driven alcohol marketing that has previously lifted sales for competitors. The move signals the company’s intent to expand its premium‑segment presence in key markets such as Southeast Asia, the United States and Europe. Sectors affected: Alcoholic beverages Spirits Marketing & advertising Regulatory implications: Must comply with South Korea’s Alcohol Beverage Advertising Guidelines which restrict celebrity endorsements that target minors Must adhere to local advertising laws in each target market (e.g., EU’s Audiovisual Media Services Regulations)

Geographic Focus

Executive Summary

✦ Editor's Take · Objective

Timeline

Relationship Graph

Live Feed

Source Evidence

AI Insights

Entities

Social Pulse