BTS member V has officially become JINRO’s first global ambassador, marking a historic moment for HiteJinro as the company pushes to grow its flagship soju brand around the world.
The announcement was highlighted by the release of the first teaser for V’s campaign on July 9th across JINRO’s official Instagram and YouTube channels, attracting strong attention from fans around the world. The 19-second teaser introduces V with two-toned Oreo blonde hair as he exits an elevator holding a box with the JINRO logo.
According to AllKPop, the clip later shows him holding a bottle of Chamisul soju while displaying the message: “The guest we’ve been waiting for has finally arrived. Where will he go next? Stay tuned for new JINRO moment.”
The short video serves as the first look at the brand’s upcoming global campaign. HiteJinro had already confirmed on July 3 that it had selected V to represent JINRO worldwide.
The company said the partnership is part of its strategy to strengthen the brand’s global competitiveness and make it more familiar to consumers in international markets.
As JINRO’s global ambassador, V will take part in marketing campaigns both in South Korea and abroad.
HiteJinro believes that BTS’ star reflects the young, modern and authentic image that the company wants to share with consumers. Its strong connection with fans across the world is also expected to help the brand reach more people in different countries.
BTS Star V leads JINRO’s global growth strategy
Hwang Jung Ho, executive vice president of HiteJinro’s foreign affairs division, said, “V is the person who best represents the values ​​and brand identity that JINRO pursues. Together with V, we will carry out various campaigns to communicate more closely with consumers in Korea and around the world, while continuing to expand JINRO’s global reach.”
The appointment also marks a new chapter for the company. V succeeds singer IU, who previously served as JINRO’s national ambassador, but becomes the first artist to represent the soju brand on a global scale.
His selection is also notable because major soju advertising campaigns in South Korea have traditionally featured prominent female celebrities, making V one of the few male performers chosen for such a role.
HiteJinro’s expansion plans come as JINRO continues to dominate the global alcohol market.
According to British beverage publication “Drinks International,” the brand has remained the world’s best-selling distilled spirits label for 25 consecutive years, the Korea Herald reported.
It sold 94.5 million cases in 2025, while overseas soju sales rose 9% during the same year, reflecting growing demand outside South Korea.
