Full Breakdown
Jinro Appoints BTS Star V as Global Brand Ambassador to Accelerate International Soju Expansion
7/4/2026, 2:03:17 PM
Jinro Names BTS’s V as Global Ambassador
On July 3 2026, HiteJinro announced that Kim Tae-hyung, known as V of BTS, will become Jinro’s global brand ambassador. The move is intended to boost consumer engagement and expand Jinro’s market share internationally.
Background: Jinro’s International Expansion Strategy
Founded in 1924, Jinro has pursued a “career popularization” strategy since 2022, focusing on the United Kingdom and other overseas markets. In 2025 the brand appeared at the Taste of London festival and recorded a 9 % rise in non-domestic soju sales, per IWSR data.
Key Figures & Organizational Roles
- V (Kim Tae-hyung) – Global ambassador, responsible for a series of marketing initiatives and public appearances.
- Jung-ho Hwang – Head of overseas business at HiteJinro, overseeing the partnership and international rollout.
- Jang In-seop – CEO of HiteJinro, who publicly confirmed the selection of V.
- HiteJinro – Parent company that manufactures and distributes Jinro soju worldwide.
Data & Statistics: Sales and Market Leadership
Jinro sold 94.5 million nine-litre cases in 2025, confirming its status as the world’s biggest-selling spirit per the Brand Champions 2026 report. The brand has topped “Drink Internationals” best-selling distilled-liquor ranking for 25 straight years. IWSR data shows a 9 % rise in global soju consumption in 2025.
Official Statements & Responses
Jung-ho Hwang said V’s youthful, trend-forward image matches Jinro’s brand sensibility and will help the company “communicate more closely with consumers around the world.” CEO Jang In-seop called the partnership a natural extension of Jinro’s heritage-driven expansion and noted V’s authenticity should resonate with domestic and overseas audiences. The firm reaffirmed its focus on the UK market and upcoming V-linked activations.
Verbatim Quotes
- “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.” — Jung-ho Hwang, head of overseas business, HiteJinro
- “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.” — Jung-ho Hwang
- “We will continue to expand the popularization of JINRO by carrying out various activities with V to communicate more closely with domestic as well as global consumers.” — Hwang Jung-ho, executive director, overseas business division, HiteJinro
Conflicting Reports & Gaps
The sources provide a consistent account of the appointment, sales figures, and strategic intent. No contradictory data or unaddressed gaps were identified in the available reports.
What’s Next: Upcoming Campaigns
Jinro will launch a multi-channel campaign featuring V across digital, retail and event platforms in Q4 2026. The rollout includes limited-edition packaging, BTS-linked content, and activations in the United Kingdom, United States and Southeast Asia.
