BTS member V has officially become the first-ever global ambassador for JINRO, 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 V’s first campaign teaser on July 9 through JINRO’s official Instagram and YouTube channels, drawing strong attention from fans across the globe. The 19-second teaser introduces V with Oreo-blonde two-tone hair as he steps out of an elevator holding a box featuring 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 JINRO’s new 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 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 overseas.
HiteJinro believes the BTS star reflects the youthful, modern, and authentic image the company wants to share with consumers. His strong connection with fans worldwide is also expected to help the brand reach more people across different countries.
BTS Star V Fronts JINRO’s Global Growth Strategy
Hwang Jung Ho, Executive Vice President of HiteJinro’s Overseas Business Division, said, “V is the person who best represents the brand values and 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 domestic 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 leading female celebrities, making V one of the few male artists chosen for such a role.
HiteJinro’s expansion plans come as JINRO continues to dominate the global spirits market.
According to British beverage publication “Drinks International,” the brand has remained the world’s bestselling distilled spirits label for 25 straight years, Korea Herald reported.
It sold 94.5 million cases in 2025, while overseas soju sales increased by 9 percent during the same year, reflecting growing demand outside South Korea.