JINRO launches first global soju campaign featuring BTS vocalist V to leverage worldwide fanbase and boost brand presence
Executive summary: JINRO released its first global marketing campaign titled “My Favorite JINRO,” featuring BTS member V, with the premiere of a main promotional film on July 23, 2026. The campaign taps into BTS's global fanbase to strengthen JINRO's brand recognition and drive sales growth in the highly competitive soju sector.
Who is involved: Key participants include JINRO (owned by HiteJinro), BTS vocalist V (Kim Tae‑hyung), the marketing agency that produced the film, and PR Newswire which distributed the announcement.
Likely next: The campaign will be rolled out across JINRO's international markets, with performance monitored for consumer response and potential sales uplift in the upcoming quarters.
JINRO, the world's top-selling soju brand, unveiled its inaugural global campaign “My Favorite JINRO” with BTS member V, premiering a main promotional film that highlights V's approachable charm and the brand's values while celebrating everyday moments shared over the drink. The announcement was simultaneously issued in Czech, Slovak, Polish and Russian, indicating a coordinated international rollout aimed at increasing consumer engagement and sales in the competitive alcohol market.
Timeline
- — JINRO představuje svou první globální kampaň „Moje oblíbená JINRO" se zpěvákem V ze skupiny BTS (PR Newswire)
- — JINRO představuje prvú globálnu kampaň s názvom „Môj obľúbený JINRO" spolu s V-om zo skupiny BTS (PR Newswire)
- — JINRO prezentuje pierwszą globalną kampanię „Moje ulubione JINRO" z V z BTS (PR Newswire)
- — JINRO представляет первую глобальную кампанию My Favorite JINRO с Ви из BTS (PR Newswire)
- — JINRO Unveils First Global Campaign "My Favorite JINRO" with V of BTS (PR Newswire)
- — JINRO dévoile sa première campagne mondiale « My Favorite JINRO » avec V de BTS (PR Newswire)
- — JINRO startet seine erste weltweite Kampagne „My Favorite JINRO" mit V von BTS (PR Newswire)
Analysis — what this means
Sectors affected
- Alcoholic beverages (soju)
- Celebrity endorsement marketing
Key entities
Sources
- JINRO představuje svou první globální kampaň „Moje oblíbená JINRO" se zpěvákem V ze skupiny BTS — PR Newswire
- JINRO představuje prvú globálnu kampaň s názvom „Môj obľúbený JINRO" spolu s V-om zo skupiny BTS — PR Newswire
- JINRO prezentuje pierwszą globalną kampanię „Moje ulubione JINRO" z V z BTS — PR Newswire
- JINRO представляет первую глобальную кампанию My Favorite JINRO с Ви из BTS — PR Newswire
- JINRO Unveils First Global Campaign "My Favorite JINRO" with V of BTS — PR Newswire
- JINRO Unveils First Global Campaign "My Favorite JINRO" with V of BTS — PR Newswire
- JINRO dévoile sa première campagne mondiale « My Favorite JINRO » avec V de BTS — PR Newswire
- JINRO startet seine erste weltweite Kampagne „My Favorite JINRO" mit V von BTS — PR Newswire
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