Blab Business
Jinro Names BTS Member V as Global Ambassador to Drive Soju Expansion
Jinro, the world’s leading soju producer, announced on July 3 2026 that Kim Tae‑hyung—better known as V of the South Korean boy band BTS—will serve as the brand’s first global ambassador. The move is part of Jinro’s strategy to broaden its reach beyond Korea and strengthen its position in growing international markets.
Jinro, owned by HiteJinro Co., Ltd., has long dominated the domestic soju market, accounting for more than half of all Korean sales. The brand’s flagship product, Chamisul, is the most widely sold spirit worldwide, with 94.5 million nine‑liter cases shipped in 2025, according to the Brand Champions 2026 report. Chamisul is known for its temperature‑sensitive label, a design feature that signals when the bottle is chilled.
Jung‑ho Hwang, head of overseas business at HiteJinro, said the appointment of V “is an exceptional artist who naturally represents the brand values and sensibility that Jinro pursues.” He added that the partnership would “help us 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 will include a range of marketing initiatives aimed at projecting a youthful, trend‑forward image that Jinro seeks to associate with its global identity.
The partnership comes as Jinro intensifies its presence in the United Kingdom, where it has been active since 2022. In 2025, the company activated a campaign at the Taste of London festival, a move that aligns with its broader effort to capture the 28 % of global soju sales that now occur outside Korea. IWSR data show a 9 % increase in soju sales outside the home market in 2025, underscoring the category’s international momentum.
Industry analysts note that Jinro’s global expansion is part of a wider trend in the Korean beverage sector. HiteJinro has outlined a “Global Vision 2030” plan that targets 500 billion won (about $360 million) in overseas soju sales by 2030. The company is also exploring additional overseas production facilities and potential acquisitions to support its export ambitions.
The choice of V—a globally recognized K‑pop icon—signals Jinro’s intent to leverage the Korean Wave (Hallyu) to boost brand awareness. V’s international fan base and his reputation for embracing luxury and trend‑setting collaborations make him a fitting ambassador for a product that seeks to appeal to younger consumers worldwide.
While the partnership is a clear signal of Jinro’s global ambitions, the company has not yet disclosed specific campaign timelines or product launches tied to V’s ambassadorship. The brand’s next public event will likely be a series of digital activations and limited‑edition packaging that will be rolled out in key markets such as the UK, the United States, and parts of Asia.
In summary, Jinro’s appointment of V as global ambassador marks a strategic step in its ongoing effort to expand beyond Korea, capitalize on the growing international demand for soju, and harness the cultural influence of K‑pop. The partnership’s success will be measured by the brand’s ability to translate V’s global reach into tangible sales growth and increased market share in overseas territories.
Jinro, owned by HiteJinro Co., Ltd., has long dominated the domestic soju market, accounting for more than half of all Korean sales. The brand’s flagship product, Chamisul, is the most widely sold spirit worldwide, with 94.5 million nine‑liter cases shipped in 2025, according to the Brand Champions 2026 report. Chamisul is known for its temperature‑sensitive label, a design feature that signals when the bottle is chilled.
Jung‑ho Hwang, head of overseas business at HiteJinro, said the appointment of V “is an exceptional artist who naturally represents the brand values and sensibility that Jinro pursues.” He added that the partnership would “help us 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 will include a range of marketing initiatives aimed at projecting a youthful, trend‑forward image that Jinro seeks to associate with its global identity.
The partnership comes as Jinro intensifies its presence in the United Kingdom, where it has been active since 2022. In 2025, the company activated a campaign at the Taste of London festival, a move that aligns with its broader effort to capture the 28 % of global soju sales that now occur outside Korea. IWSR data show a 9 % increase in soju sales outside the home market in 2025, underscoring the category’s international momentum.
Industry analysts note that Jinro’s global expansion is part of a wider trend in the Korean beverage sector. HiteJinro has outlined a “Global Vision 2030” plan that targets 500 billion won (about $360 million) in overseas soju sales by 2030. The company is also exploring additional overseas production facilities and potential acquisitions to support its export ambitions.
The choice of V—a globally recognized K‑pop icon—signals Jinro’s intent to leverage the Korean Wave (Hallyu) to boost brand awareness. V’s international fan base and his reputation for embracing luxury and trend‑setting collaborations make him a fitting ambassador for a product that seeks to appeal to younger consumers worldwide.
While the partnership is a clear signal of Jinro’s global ambitions, the company has not yet disclosed specific campaign timelines or product launches tied to V’s ambassadorship. The brand’s next public event will likely be a series of digital activations and limited‑edition packaging that will be rolled out in key markets such as the UK, the United States, and parts of Asia.
In summary, Jinro’s appointment of V as global ambassador marks a strategic step in its ongoing effort to expand beyond Korea, capitalize on the growing international demand for soju, and harness the cultural influence of K‑pop. The partnership’s success will be measured by the brand’s ability to translate V’s global reach into tangible sales growth and increased market share in overseas territories.
