BTS star and Jinro launch first global campaign
Korean soju Jinro has unveiled its first global campaign, ‘My Favorite Jinro’, featuring the brand’s newly appointed ambassador, V of BTS.
The first global campaign aims to emphasise Jinro’s values in a more accessible way, highlighting the joy of everyday moments shared with consumers worldwide.
The main campaign film for My Favorite Jinro will premiere, featuring Korean pop star and the brand’s global ambassador V, whose real name is Kim Tae-hyung.
In addition to the campaign film, Jinro has introduced ‘Fill The Moment’ as its new global tagline.
The main campaign film aims to highlight the K-pop star’s ‘charismatic presence and playful charm’. When V is invited to a party at ‘Room 307’, he accidentally shows up at the wrong location, joining a party behind a door labelled ‘Room 306’. Instead, he brings the guests from 307 to 306, combining both parties in one room to enjoy the soju together.
The campaign film includes symbolic elements that represent the brand’s global expansion strategy.
Room 306 refers to the three standard products – Chamisul Fresh, Chamisul Original, and Jinro is Back – and six flavoured soju varieties currently available in global markets: Green Grape, Peach, Strawberry, Grapefruit, Plum, and Lemon.
In contrast, Room 307 symbolises Jinro’s plan to expand its flavoured soju lineup to seven or more varieties.
Jung-ho Hwang, head of overseas business at HiteJinro, owner of Jinro soju, said the campaign introduces the brand to “consumers around the world in a more approachable and engaging way”.
He continued: “Moving forward, we will continue expanding our presence in the mainstream global beverage alcohol market while broadening consumer touchpoints worldwide to further strengthen Jinro’s competitiveness as Korea’s representative soju brand.”
In addition to the film, the campaign will include a variety of marketing initiatives, including digital content, consumer engagement events, and offline promotions.
The brand sold 94.5 million nine-litre cases last year, according to The Brand Champions 2026 report, and is the world’s biggest-selling spirit.
Last year, Hwang spoke to The Spirits Business about how the company is establishing the soju category internationally.
Watch the main campaign video featuring V below.
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