JINRO launches global ‘My Favorite JINRO’ campaign featuring BTS’s V to boost brand appeal and drive soju consumption
Executive summary: JINRO unveiled its first global marketing campaign “My Favorite JINRO” featuring BTS member V, with a flagship film released on July 23, 2026. The campaign leverages BTS’s worldwide fanbase to raise brand awareness and potentially increase soju sales across international markets.
Who is involved: JINRO (HiteJinro), BTS member V (Kim Tae‑hyung), the campaign’s creative agency (unnamed), and PR Newswire as the distribution source.
Likely next: The campaign will be rolled out across TV, digital and outdoor channels in key markets starting August 2026, with possible promotional events tied to BTS activities.
JINRO has unveiled its first worldwide marketing effort, centering on a flagship film that showcases BTS member V’s approachable charm and the brand’s core values. The campaign aims to associate the soju label with everyday moments of joy, leveraging the global reach of the K‑pop star. By tying the product to a popular celebrity, JINRO seeks to expand its presence beyond traditional markets and stimulate consumption among younger demographics.
Timeline
- — JINRO dévoile sa première campagne mondiale « My Favorite JINRO » avec V de 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)
Analysis — what this means
Sectors affected
- Soju market
- Alcoholic beverages
Historical parallels
- Coca‑Cola’s 'Share a Coke' personalized label campaign (2014)
- Absolut Vodka’s artist collaboration series (2000s)
Key entities
Sources
- JINRO dévoile sa première campagne mondiale « My Favorite JINRO » avec V de 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
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