- BTS member V has been appointed as the global ambassador for HiteJinro's soju brand Jinro, as the company aims to enhance its presence in overseas markets.
- As global ambassador, V will help strengthen Jinro's brand recognition and appeal across international markets while participating in various domestic marketing campaigns.
- Jinro currently exports its soju products to 91 countries.
- As of February this year, cumulative sales of Jinro had surpassed 2.6 billion bottles, equivalent to roughly 12 bottles sold every second.
- Jinro is recognized as the world’s biggest-selling spirit brand according to the Brand Champions 2026 report.
- The appointment of V, whose real name is Kim Tae-hyung, is part of Jinro's global expansion strategy.
- Jung-ho Hwang, head of overseas business at HiteJinro, stated that V is an exceptional artist who represents the brand values and sensibility that Jinro pursues.
- Through upcoming activities with V, Jinro aims to communicate closely with consumers worldwide and continue expanding the brand.
- V’s role will include a range of marketing initiatives for the soju brand.
- His influence is said to reflect a ‘youthful, trend-forward spirit’ that Jinro aims to position itself as worldwide.
BTS member V, also known as Kim Tae-hyung, has been appointed as the global ambassador for Jinro, the world’s biggest-selling spirit brand. This strategic move by HiteJinro aims to enhance brand recognition and expand its international presence, particularly in overseas markets.1356
As global ambassador, V will participate in various marketing initiatives, engaging with consumers both in Korea and abroad. Jung-ho Hwang, head of overseas business at HiteJinro, stated, “V is an exceptional artist who naturally represents the brand values and sensibility that Jinro pursues.” The company currently exports Jinro soju to 91 countries, with cumulative sales exceeding 2.6 billion bottles as of February, translating to roughly 12 bottles sold every second.479
V’s influence is expected to reflect a ‘youthful, trend-forward spirit’ that Jinro aims to embody globally. HiteJinro's strategy includes a range of domestic marketing campaigns to further connect with consumers and build on the brand's established leadership and heritage.210
This appointment is part of Jinro's broader global expansion strategy, seeking to bring the soju brand to more consumers worldwide.
“HiteJinro has appointed BTS member V as the global ambassador for its soju brand Jinro, aiming to strengthen its appeal in international markets. V's role will include various marketing initiatives to connect with consumers both in Korea and abroad.”
The Spirits Business
