HiteJinro’s first global campaign featuring BTS member V has surpassed 500 million cumulative views just two months after its launch, highlighting the growing global reach of the JINRO brand.
HiteJinro said on Aug. 27 that content related to its ‘My Favorite JINRO’ campaign has recorded more than 500 million views across global social media platforms. The campaign’s main advertisement alone has generated more than 300 million views, while total engagements—including likes, comments and shares—have reached approximately 10 million.
The campaign has also helped expand HiteJinro’s social media presence overseas. Since the teaser was released, the company’s global social media channels have gained around 200,000 new followers.
The campaign was designed to introduce JINRO to international consumers through V, who serves as the brand’s global ambassador. HiteJinro has released campaign materials in stages, including posters, teaser content, the main advertisement and short-form videos, creating multiple opportunities for consumers to encounter the brand online.
The campaign generated a particularly strong response in Japan, where the teaser poster briefly topped Yahoo! Japan’s real-time trending searches following its release. Related content has also spread organically through social media and fan communities, with international consumers sharing photos of JINRO products and outdoor advertisements.
HiteJinro has simultaneously expanded the campaign into major cities around the world. Outdoor advertisements have been displayed in locations including Times Square in New York, Toronto, Beijing, Shanghai, Tokyo, Ho Chi Minh City, Manila and Sydney. Since late last month, the campaign video has also been shown on large digital screens in New York’s Times Square.
The company’s strategy centers on using V’s global recognition to create an initial connection with younger consumers and K-pop fans, then turning that attention into broader exposure for the JINRO brand. Rather than relying solely on traditional advertising, HiteJinro is combining social media content, fan-driven engagement and high-profile outdoor campaigns to strengthen its presence in international markets.
The results suggest that the campaign is extending beyond simple advertising exposure. The rapid accumulation of views and user engagement, along with the increase in social media followers and organic sharing, indicates that the campaign is generating sustained interest among overseas consumers.
HiteJinro plans to continue using global marketing initiatives to strengthen JINRO’s brand identity and increase consumer familiarity in international markets.
Hwang Jung-ho, executive vice president of HiteJinro’s Global Business Division, said the company will continue developing various marketing activities to communicate JINRO’s brand values, strengthen engagement with consumers worldwide and expand the brand’s popularity globally.
