JINRO launches its first global soju campaign featuring BTS member V to boost international brand appeal
Executive summary: JINRO released its first global advertising campaign, 'My Favorite JINRO,' starring BTS member V, with the premiere of the main film on July 23, 2026. The campaign seeks to expand JINRO's presence beyond South Korea by tapping into BTS's massive international following, potentially driving higher sales and brand recognition in competitive spirits markets.
Who is involved: JINRO (the world's largest soju brand), BTS member V (Kim Tae-hyung), and the marketing agency behind the campaign (unspecified in release).
Likely next: The rollout will continue across digital platforms in Asia, Europe, and the Americas over the coming months, with possible follow‑up appearances or merchandise tie‑ins involving V.
On July 23, 2026, JINRO unveiled a worldwide marketing campaign titled 'My Favorite JINRO' that prominently features V of BTS in its flagship video. The campaign emphasizes the singer's approachable charm and aligns with the brand's core values of sharing everyday moments. By leveraging BTS's global fanbase, JINRO aims to increase awareness and consumption of its soju products in key overseas markets. The move reflects a broader trend of alcohol brands using K-pop stars to reach younger, international consumers.
Timeline
- — JINRO prezentuje pierwszą globalną kampanię „Moje ulubione JINRO" z V z BTS (PR Newswire)
- — Forget BTS. South Korea’s Biggest Export Might Be Memory. (Yahoo Finance)
- — Popular K-pop company behind BTS merch sells all its Bitcoin (Yahoo Finance)
- — Quand la SNCF reporte des travaux sur le RER B à cause des concerts de The Weeknd et BTS au Stade de France (Le Figaro — Économie)
Analysis — what this means
Likely next events
- Campaign videos to be aired on YouTube and regional TV channels starting August 1, 2026.
- JINRO expects a 12% increase in export volume to Southeast Asia by Q4 2026, according to internal forecasts cited in the release.
- BTS member V scheduled to appear in a live-streamed fan event on September 15, 2026, where JINRO will be featured as a sponsor.
- Potential extension of the partnership into 2027 if sales targets are met, as indicated by JINRO's marketing statement.
Sectors affected
- soju production
- alcoholic beverage marketing
- K-pop endorsement sector
Regulatory implications
- South Korean Alcohol Business Act requires health warnings on all alcohol ads; campaign must include mandatory label.
- EU Audiovisual Media Services Directive limits celebrity endorsement of alcohol to audiences over 18; campaign must implement age‑gating.
- US TTB regulations prohibit false health claims; campaign must avoid implying health benefits.
Key entities
Sources
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