JINRO Names BTS Star V as Global Ambassador to Expand Worldwide Brand Connection

JINRO, the world’s No.1 soju brand, has appointed BTS member V as its new global ambassador in South Korea. The move aims to strengthen global brand relevance, deepen consumer engagement, and expand its cultural reach through V’s wide influence and trend-setting appeal across international markets.

JINRO, the globally recognized soju brand under HiteJinro, has officially partnered with V of BTS as its new global ambassador. The announcement was made in Seoul on July 3, 2026, marking a strategic step in the brand’s international expansion efforts.

The company stated that V was selected for his strong cultural influence, distinctive style, and ability to connect with younger audiences worldwide. JINRO believes his image aligns closely with its goal of staying relevant in evolving global beverage markets.

Jung-ho Hwang, Head of Overseas Business at HiteJinro, noted that V naturally reflects the brand’s identity and values. He added that upcoming campaigns will focus on building closer consumer connections and expanding JINRO’s visibility across global platforms.

Through this collaboration, JINRO plans to roll out a series of marketing initiatives designed to enhance consumer touchpoints and reinforce its position as the world’s leading soju brand. The brand also aims to highlight its diverse portfolio, including JINRO CHAMISUL and flavored variants, through creative global campaigns.

This partnership signals a strong blend of pop culture and global branding strategy. With V onboard, JINRO is positioning itself to further strengthen its emotional connection with consumers while reinforcing its leadership in the international spirits landscape.