V of BTS Becomes Global Face of JINRO in New Brand Expansion Drive

South Korean soju brand HiteJinro’s JINRO has appointed V of BTS as its new global brand ambassador, marking a key move in its international expansion strategy .

The company said the partnership is aimed at strengthening JINRO’s global brand competitiveness and building a closer emotional connection with younger, trend-driven consumers worldwide. Known for his strong cultural influence and style leadership, V is expected to serve as the face of the brand’s upcoming global outreach efforts.

As part of the collaboration, JINRO will roll out a series of large-scale promotional campaigns featuring V across multiple markets. These initiatives will include digital content, global advertisements, and brand experiences designed to expand consumer engagement and reinforce JINRO’s position as the world’s No. 1 soju brand .

Jung-ho Hwang, Head of Overseas Business at HiteJinro, said V naturally reflects the brand’s values and aesthetic direction, adding that the partnership will help the company deepen its connection with global audiences while building on its long-standing heritage.

First introduced in 1924, JINRO is widely recognized as the world’s best-selling spirits brand, with products including its CHAMISUL line and a range of flavored soju variants such as green grape, peach, strawberry, and grapefruit.

BTS, known for its global influence in music and culture, continues to expand its presence across entertainment and brand collaborations, further strengthening its international reach.