HiteJinro is stepping up efforts to expand the global presence of Korean soju, teaming up with BTS member V as it seeks to reach a broader audience in international liquor markets.
The company unveiled its first global campaign featuring V, its newly appointed global ambassador, on July 23 under the theme “My Favorite JINRO.” The campaign is designed to present JINRO as a familiar and approachable drink that can be enjoyed in everyday life, while strengthening its appeal among consumers around the world.
The campaign’s main advertisement features V’s charismatic yet playful personality, which HiteJinro has incorporated into JINRO’s youthful and contemporary brand identity. The storyline follows V as he mistakenly arrives at the wrong party and encounters an unexpected situation before people in both locations eventually come together to enjoy JINRO.
Through the campaign, HiteJinro aims to reinforce JINRO’s message as a drink that brings people together, using V’s global popularity to introduce the Korean spirit brand to consumers who may be unfamiliar with soju.
The campaign also incorporates elements symbolizing HiteJinro’s strategy to expand its overseas business. The room number “306” featured in the advertisement represents the three regular soju products and six fruit-flavored soju products currently available in international markets. The number “307” signals the company’s plan to expand its flavored soju lineup to at least seven varieties in the future.
Expanding its product portfolio is a key part of HiteJinro’s strategy to attract a wider range of international consumers. By offering various fruit-flavored options alongside traditional soju, the company aims to make the category more accessible to consumers who are less familiar with the spirit’s traditional taste and drinking culture.
The move comes as Korean food and beverages gain greater visibility overseas, driven in part by the global popularity of K-pop and Korean entertainment. Industry observers say the combination of Korean cultural content and soju brands could help introduce the spirit to new consumer groups and encourage broader adoption of Korean drinking culture.
However, analysts also note that sustained growth in international markets will require more than the momentum of the Korean Wave. Soju must compete with established global categories such as beer, wine and whisky, making continued investment in localized products, consumer experiences and brand-building essential for long-term growth.
Following the launch of the main campaign film, HiteJinro plans to roll out a range of digital content, consumer engagement events and offline promotions. The company aims to create more opportunities for international consumers to experience JINRO and build familiarity with the brand beyond traditional advertising.
HiteJinro also plans to gradually expand its product portfolio based on the diverse tastes and preferences of consumers in different markets, while strengthening JINRO’s competitiveness in the global liquor industry.
“Working with our global ambassador V, this campaign marks a meaningful first step in introducing the JINRO brand to consumers around the world,” a HiteJinro spokesperson said. “We will continue to expand our influence in mainstream international liquor markets and strengthen JINRO’s position as a leading global soju brand.”
HiteJinro plans to continue combining global marketing with Korean cultural content while developing products tailored to local consumer preferences, with the goal of accelerating the international growth of K-soju.
