BTS V Becomes Global Ambassador for HiteJinro’s JINRO After 2.6 Billion Bottles Sold

BTS member V has been selected as the new global ambassador for 'JINRO', HiteJinro's integrated brand for soju exports. HiteJinro announced that it selected V as the global face of JINRO on July 3, 2026.

This collaboration was pursued to promote the JINRO brand to consumers worldwide and increase the recognition of K-soju based on V's global fandom. HiteJinro explained that V is the individual who can best represent the values and sensibility pursued by the brand.

JINRO Surpasses 2.6 Billion Bottles in Cumulative Sales as of February

Since the brand's launch in 2019, JINRO has shown rapid growth and surpassed 2.6 billion bottles in cumulative sales as of last February. It has established itself as a representative soju brand in Korea alongside Chamisul, expanding its recognition through its clean taste and marketing utilizing the toad character.

Its overseas performance has also continued. In the ranking of the world's best-selling distilled spirits announced by the British alcoholic beverage specialist media 'Drink International', JINRO recorded 1st place for 25 consecutive years.

V to Participate in JINRO Campaigns at Home and Abroad

Based on this brand competitiveness, HiteJinro will strengthen its global market offensive through V. Hwang Jeong-ho, Managing Director of HiteJinro's Overseas Business Division, revealed plans to expand touchpoints with domestic and international consumers through V.

HiteJinro said the ambassador appointment will connect to cultural content activities extending from K-pop and K-food into K-liquor. The company views the partnership as branding that combines K-culture with drinking culture beyond simply hiring an advertising model, and said V will help introduce the modern face of Korean traditional distilled spirits to the world.

V will participate in various JINRO brand campaigns and marketing activities not only in overseas markets but also domestically. HiteJinro plans to focus on raising JINRO's brand awareness and preference by utilizing V's trendy image.