BTS member V has been named the first-ever global ambassador for JINRO, the flagship soju brand of HiteJinro, marking a major milestone in the brand’s global expansion strategy.
On July 9, HiteJinro officially unveiled V’s first teaser video through JINRO’s official Instagram and YouTube channels, generating overwhelming excitement among fans worldwide.
The 19-second teaser features V with Oreo-blonde two-tone hair holding a bottle of Chamisul soju. The video includes the caption, “The guest we’ve been waiting for has finally arrived. Where will he go next? Stay tuned for JINRO’s new moment,” building anticipation for the upcoming campaign.
Earlier, HiteJinro announced on July 3 that it selected V as the representative ambassador for JINRO, its unified global soju brand. The company said the appointment is part of its efforts to strengthen JINRO’s global competitiveness and make the brand more approachable to consumers around the world.
As a global ambassador, V will participate in a wide range of domestic and international marketing campaigns for JINRO, engaging with consumers both in South Korea and overseas.
HiteJinro said V was chosen because he naturally embodies the youthful and trendy image the brand aims to project. The company added that his authenticity and strong connection with consumers are expected to help build deeper engagement with audiences worldwide.
Through its partnership with V, HiteJinro plans to expand JINRO’s presence across global markets while increasing brand recognition and consumer preference internationally.
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.”
V’s appointment makes him the first global ambassador in JINRO’s history. He succeeds singer IU, who previously served as the brand’s domestic ambassador, as the face leading JINRO’s international marketing efforts.
HiteJinro noted that JINRO has maintained its title as the world’s best-selling distilled spirits brand for 25 consecutive years, according to British beverage publication Drinks International. The brand sold 94.5 million cases last year, while overseas soju sales increased 9% in 2025, underscoring its accelerating global growth. The company expects its campaign with V to serve as a major catalyst for JINRO’s next stage of international expansion.
V currently serves as a global ambassador for nine brands, including Celine, Cartier, TIRTIR, and Coca-Cola, showcasing his global brand power.
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