- JINRO unveiled "My Favorite JINRO," its first-ever global campaign, fronted by global ambassador V of BTS.
- The campaign film follows V accidentally crashing the wrong party, leading two groups to merge over JINRO drinks.
- JINRO debuted a new global tagline, "Fill The Moment," alongside digital content, consumer events, and offline promotions rolling out worldwide.
- Campaign imagery (Room 306/307) hints at JINRO's plan to expand its flavored soju lineup beyond six varieties.
JINRO, the world’s top-selling soju brand, has released the first campaign film for “My Favorite JINRO,” its debut global marketing push fronted by BTS member V. The campaign follows V’s appointment as JINRO’s first-ever global brand ambassador, announced earlier this month.
In the film, V is invited to a party but shows up at the wrong venue. Rather than an awkward exit, the mix-up turns into a merged celebration, with guests from both gatherings brought together over JINRO.
The story is meant to capture the brand’s youthful, trend-forward identity and its message of bringing people together.
The film also weaves in brand symbolism: Room 306 nods to JINRO’s three core soju products and six flavored varieties sold internationally, while Room 307 signals plans to grow that flavored lineup to seven or more options.
HiteJinro’s Jung-ho Hwang said the campaign introduces JINRO to global consumers in a warmer, more approachable way. Alongside the film, JINRO introduced “Fill The Moment” as its new global tagline, part of a rollout that also includes digital content, consumer events, and offline promotions.
The campaign lands amid a packed year for BTS brand activity. The group recently partnered with Nike on customizable merch tied to their record-breaking ARIRANG World Tour, and teamed up with Oreo on a hotteok-inspired cookie sold across more than 80 markets.
For V specifically, JINRO adds to a busy 2026 slate that already includes Celine, Cartier, and Snow Peak Apparel. On JINRO’s side, V is the brand’s first global ambassador, following singer-actress IU, who has represented JINRO domestically in South Korea for years.
Takeaways
JINRO isn’t just borrowing V’s star power; it’s building brand storytelling and a product roadmap (that Room 306/307 detail) directly around him, a deeper integration than a standard face-of-the-brand deal.
The timing also says a lot. Nike, Oreo, and now JINRO have all leaned into BTS’s reach in the same year, suggesting the group’s collective commercial pull may be at an all-time high post-hiatus.
And “Fill The Moment” reads like JINRO angling to be seen as a global lifestyle brand, not just Korea’s best-known soju, a familiar playbook for regional drinks brands chasing mainstream crossover.
Can a K-pop-fronted campaign actually shift soju’s global market share, or is this mostly about visibility?With V, Jungkook, and Jin all fronting major campaigns this year, is BTS collectively becoming one of the most bankable endorsement forces around?
