Jinro names BTS star as global ambassador
Soju brand Jinro has enlisted V of South Korean boy band BTS as its global ambassador.
The appointment of V, whose real name is Kim Tae-hyung, is part of the brand’s global expansion strategy to bring Jinro to more consumers worldwide.
Jung-ho Hwang, the head of overseas business at HiteJinro, the soju’s parent company, said: “V is an exceptional artist who naturally represents the brand values and sensibility that Jinro pursues.
“Through our upcoming activities with V, we aim to communicate more closely with consumers around the world and continue expanding the Jinro brand, building on the leadership and heritage it has established.”
V’s role with the soju brand will include a range of marketing initiatives. His influence and appeal are said to reflect a ‘youthful, trend-forward spirit’ that Jinro is looking to position itself as worldwide.
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.
In 2025, the Korean soju also invested further in the UK with an activation at the Taste of London festival. Jinro has been focusing on the UK market since 2022.
Hwang spoke to The Spirits Business last year about how the company is establishing the soju category internationally.
According to IWSR data, Soju sales increased by 9% outside of its home market in 2025.
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