The BTS member launches his first campaign for the world’s bestselling spirits brand as HiteJinro expands its global marketing push
K-pop sensation and BTS member V officially commenced his role as the inaugural global ambassador for Jinro, the world’s bestselling spirit, with the highly anticipated release of a teaser video across the brand’s social media platforms on Thursday. This marks a significant milestone in HiteJinro’s expanding global marketing efforts.
The captivating 19-second teaser clip features V, known for his charismatic visuals, in an ascending elevator, showcasing stylish two-tone hair. As the doors dramatically open, the screen announces “Jinro’s New Visual,” revealing the globally renowned singer holding a distinctive box adorned with the Jinro logo, presented in its iconic Korean script.
HiteJinro initially confirmed V’s appointment on July 3, highlighting his selection as the very first global ambassador in the esteemed history of the Jinro soju brand. He takes over from acclaimed singer-songwriter IU, who previously held the prestigious position as Jinro’s domestic brand ambassador, signalling a strategic shift towards international markets.
This groundbreaking appointment is particularly noteworthy within South Korea’s traditional liquor advertising landscape. Soju campaigns have historically showcased leading female celebrities like Lee Hyori, Suzy, and Jennie. V’s selection as the face of a major soju brand represents a pioneering move, making him one of the rare male artists to hold such a prominent role in the industry.
The strategic partnership between V and HiteJinro directly underscores the company’s ambitious strategy to significantly strengthen and expand Jinro’s global brand presence across international markets.
“V impeccably embodies the core values and distinctive identity that Jinro actively pursues,” stated a representative from HiteJinro. “Through this landmark partnership, our aspiration is to foster deeper connections with consumers across the globe and to further amplify Jinro’s already impressive global footprint.”
Reinforcing its market dominance, Jinro was recognized in June by the esteemed UK trade publication Drinks International as the world’s bestselling spirit for an astounding 25th consecutive year. This achievement follows the brand’s sale of an incredible 94.5 million nine-liter cases in 2025. Concurrently, overseas soju sales experienced a robust 9 percent increase in 2025, a testament to HiteJinro’s intensified and successful global expansion initiatives.
Beyond his latest role with Jinro, V maintains a significant global presence, currently serving as a highly sought-after brand ambassador for an impressive portfolio of nine international brands. These include luxury fashion house Celine, prestigious jeweler Cartier, popular beauty brand TirTir, and the iconic beverage giant Coca-Cola, further cementing his status as a global style and influence icon.
jaaykim
