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The global popularity of Korean culture has transformed everything from music and fashion to food and beverages. While K-pop continues to introduce millions of fans to Korean entertainment, brands are also finding new ways to connect with audiences around the world. Joining that movement is Jinro, one of the world's biggest Soju brands, which has officially named BTS member V as its first-ever global brand ambassador.
The partnership marks a major milestone for the iconic soju brand as it continues expanding beyond South Korea. Backed by one of the biggest names in global pop culture, Jinro hopes to introduce its signature spirit and growing product lineup to even more consumers worldwide.
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HiteJinro, a South Korean multinational drink, brewing and distilling company, announced on July 3 that BTS member V, whose real name is Kim Tae-hyung, had been selected as Jinro's first global ambassador. The collaboration officially began on Thursday with the release of a 19-second teaser video across Jinro's global social media platforms.
The teaser opens with V inside an ascending elevator sporting his signature two-tone hairstyle. As the elevator doors open, the words "Jinro's New Visual" appear on screen before the singer steps forward holding a box featuring the Jinro logo in Korean. Alongside the teaser, the company also released promotional visuals that are already circulating across international markets, marking the beginning of Jinro's newest global campaign.
According to HiteJinro, V perfectly represents the values and identity that Jinro wants to communicate as the brand expands internationally. His worldwide popularity, youthful image, and trendsetting influence make him a natural fit for a spirit that aims to appeal to a new generation of consumers.
V is described by the brand as an exceptional artist who naturally reflects the brand values and sensibility Jinro pursues. Through the partnership, the company hopes to connect more closely with consumers worldwide while continuing to strengthen Jinro's global presence.
The appointment also reflects V's growing influence outside of music. He currently serves as a global ambassador for several international brands, including Celine, Cartier, TirTir, and Coca-Cola, making him one of the most recognizable faces in fashion, beauty, and lifestyle marketing.
V's appointment is significant for another reason. South Korea's liquor advertising industry has traditionally featured leading female celebrities, with names such as Lee Hyori, Suzy, IU, and BLACKPINK's Jennie becoming closely associated with major soju campaigns.
Before V's appointment, singer-songwriter IU represented Jinro as its domestic ambassador. By becoming the brand's first global ambassador, V also joins the small group of male celebrities chosen to front a major soju campaign, signaling a fresh direction as Jinro continues to grow beyond its home market.
Also Read: Korean Soju: Why The Indian Gen Z Is Obsessed With This Drink
The announcement comes during another record-breaking year for Jinro. In June, UK trade publication Drinks International named Jinro the world's bestselling spirit for the 25th consecutive year after the brand sold an impressive 94.5 million nine-liter cases during 2025.
International demand for soju continues to rise as well. Overseas soju sales increased by 9 percent in 2025, reflecting HiteJinro's ongoing investment in global markets. The company has also expanded promotional efforts in countries such as the United Kingdom, where it has actively worked to introduce more consumers to soju over the past several years.
As Jinro grows internationally, the brand continues expanding its portfolio with expressions that cater to both traditional soju drinkers and newcomers. Produced in Korea and available in convenient 360 ml bottles, Jinro's range of products combines its signature smooth character with a variety of refreshing fruit flavors.
Jinro Chamisul Fresh is the brand's signature expression and the best introduction to traditional soju. Bottled at 16% ABV, it undergoes four rounds of bamboo charcoal filtration, resulting in a clean, crisp spirit with a remarkably smooth finish. Whether enjoyed neat, chilled, or paired with Korean barbecue, it showcases the classic character that made Jinro the world's bestselling spirit.
One of Jinro's most recognizable flavored variants, Green Grape Soju combines juicy grape sweetness with a light, refreshing finish. At 13% ABV, it offers a softer, fruit-forward drinking experience that appeals to newcomers while remaining refreshing enough for casual sipping or simple highballs.
Grapefruit Soju delivers vibrant citrus flavors balanced by gentle sweetness, creating one of the most refreshing expressions in the lineup. With a lighter 13% ABV, its crisp, zesty character makes it equally enjoyable on its own or mixed into bright, fruit-forward cocktails.
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Inspired by the natural sweetness of ripe plums, this expression balances mellow fruit flavors with a subtle tart finish. Bottled at 13% ABV, Plum Soju offers a smooth, rounded profile that pairs well with everything from grilled meats to lighter desserts.
Strawberry Soju brings ripe berry flavors together with Jinro's signature smooth finish for a vibrant and easy-drinking experience. Its approachable 13% ABV and juicy, candy-like fruit profile make it one of the brand's most playful and crowd-friendly flavored sojus.
Peach Soju highlights fragrant peach aromas with a soft sweetness that never feels overpowering. At 13% ABV, it delivers a delicate, refreshing finish that's ideal for relaxed gatherings, brunches, or anyone looking for a lighter take on traditional soju.
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V's appointment represents much more than another celebrity endorsement. It reflects Jinro's ambition to position itself as a global lifestyle brand while introducing Korean soju to consumers who may be discovering it for the first time. With BTS enjoying one of the largest international fan bases, the collaboration provides Jinro with a powerful platform to reach millions of potential consumers across Asia, Europe, North America, and beyond.
As future campaigns, digital content, and promotional activities roll out, the partnership is expected to play an important role in strengthening Jinro's international identity while continuing the brand's remarkable global growth story.
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Jinro has already established itself as the world's bestselling spirit, and partnering with BTS member V marks another important step in its global journey. Combining the influence of one of the world's biggest artists with a product that continues to break international sales records creates a partnership built for worldwide appeal.
With V leading its first global ambassador campaign and a diverse lineup of classic and flavored soju expressions expanding into more international markets, Jinro is well-positioned to continue introducing Korean drinking culture to consumers across the globe.
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