BTS V Elevates Jinro Globally
HiteJinro Names BTS Member V Global Ambassador for Jinro Soju's Worldwide Expansion
Key Points
As of February this year, Jinro cumulative sales had surpassed 2.6 billion bottles worldwide since 2019, equating to about 12 bottles sold every second.
Jinro's branding includes a signature toad mascot that resonates with younger Korean consumers, notably those in their 20s and 30s.
Since July 2024, HiteJinro has pursued hyper-local marketing activities worldwide to embed soju in everyday life as part of its global expansion push.
JINRO's flavor-forward lineup includes Green Grape, Peach, Strawberry, Grapefruit, Plum, and Lemon as part of its global portfolio.
A HiteJinro official described V as the person who can best represent the brand values and emotions Jinro pursues, signaling strong alignment with the brand's global-popularization strategy.
BTS member V has been named the first-ever global ambassador for JINRO, the world's best-selling soju brand, according to Seoul Economic Daily. The appointment is part of a push by South Korean company HiteJinro to grow the brand's reach across 91 countries.
JINRO has held the title of world's No. 1 selling spirit for 25 straight years, Korea JoongAng Daily reported. Last year alone, the brand sold over 94.5 million standard 9-liter cases worldwide.
V Chosen to Carry Jinro's Brand to the World
A HiteJinro official said V is "the person who can best represent the brand values and emotions Jinro pursues," according to Seoul Economic Daily. V, whose real name is Kim Tae-hyung, is 30 years old. He will take part in online and offline campaigns tied to the brand's global push.
The Spirits Business reported that the move is a direct part of Jinro's global expansion strategy. HiteJinro wants to use V's international fame to connect with consumers in markets where soju is still gaining ground.
2.6 Billion Bottles Sold and Still Growing Fast
JINRO's cumulative global sales have passed 2.6 billion bottles since 2019, according to JINRO via Newswire. That works out to roughly 12 bottles sold every second. The brand's iconic toad mascot has helped it connect especially with Korean consumers in their 20s and 30s.
The brand's lineup goes well beyond the classic clear soju. Its global portfolio includes flavored options like Green Grape, Peach, Strawberry, Grapefruit, Plum, and Lemon, which have helped attract younger drinkers in new markets, Drinks Intel noted.
Hyper-Local Marketing Strategy Launched Since Mid-2024
Since July 2024, HiteJinro has run hyper-local marketing campaigns around the world. The goal is to make soju feel like part of everyday life in each local market, not just a foreign import. The strategy blends local tactics with domestic Korean campaigns, Seoul Economic Daily reported.
The Spirits Business noted that HiteJinro calls this its "global popularization" approach. With V now fronting the brand, the company hopes to speed up that process and build stronger emotional ties with consumers across all 91 of its export markets.
Chamisul Fresh Gets Its First Recipe Change in Two Years
Alongside the ambassador news, HiteJinro announced a major update to Chamisul Fresh, its flagship domestic soju. This is the brand's first recipe renewal in over two years. The new formula moves to a lower alcohol content, which aligns with shifting consumer tastes, Korea JoongAng Daily reported.
The recipe change and the V partnership together signal a brand in active reinvention mode. HiteJinro is betting that fresher products and a globally recognized face can keep JINRO on top of the world spirits market for years to come.
Sentiment
Mostly PositivePublishers
10
Articles
21
Reach
31
