V first appeared on JINRO's social media on July 3, giving audiences the first look at the collaboration and quickly drawing attention online. Today, JINRO's main film featuring V is officially here.
So, what does this new chapter look like? Let's get into the reveal, the main film, and what JINRO is sharing next.
JINRO has officially welcomed BTS V as its new global ambassador, opening a new global chapter for the brand.
Known for his global reach and distinctive style, V brings a new presence to JINRO's story. It is a meeting of two names with strong roots in Korean culture: JINRO, with its long-standing place in Korean drinking culture, and V, whose work continues to reach audiences around the world.
The My Favorite JINRO campaign was created to introduce JINRO to global consumers in a more familiar and approachable way, while showing how the brand can become part of everyday moments. In other words, this is not just a big ambassador reveal. It is also JINRO's way of saying: here is how soju can feel close, casual, and connected to the moments people already enjoy.
The story first began on July 9, when V appeared across JINRO's official social channels. The teaser introduced the new partnership and quickly drew attention online.
Today, the main film is out, officially introducing V as JINRO's global ambassador. The film gives audiences a closer look at JINRO's cool and refined mood, with V bringing a calm, natural presence to the scene.
The film also introduces JINRO's new global tagline, "Fill The Moment." The message is about filling the moments we share with the people around us with warmth, energy, and a little more joy, together with JINRO.
And yes, there are more details worth pausing for. In the film, the room numbers 306 and 307 are not just random set design. Room 306 represents JINRO's current global lineup: 3 regular soju products and 6 flavored soju products available in global markets. Room 307 points to what comes next, symbolizing JINRO's plan to expand its flavored soju lineup to 7 or more varieties.
It is a small visual cue, but it says a lot about where JINRO is headed. The brand is continuing to build a lineup that reflects different tastes around the world, making room for more flavors, more choices, and more ways for people to find their own favorite JINRO.
So while the film introduces V as JINRO's new global ambassador, it also gives a glimpse of the brand's bigger global direction.
V is an artist with a strong global reach and a clear personal style, making him a natural fit for JINRO's next chapter. As JINRO continues to connect with consumers around the world, this collaboration brings together a Korean brand with deep heritage and an artist recognized across regions and cultures.
Jung-ho Hwang, Head of Overseas Business at HiteJinro, shared that V naturally represents the brand values and sensibility JINRO pursues. He also noted that through upcoming activities with V, JINRO aims to connect more closely with consumers worldwide while continuing to expand the brand's global presence, building on its leadership and heritage.
In short, this is about more than one film. It is about JINRO staying rooted in Korean culture while meeting global consumers in a way that feels current, cultural, and easy to connect with.
The main film is just the first part of the story.
More content with V is also on the way, including an interview-style video set to follow after the main reveal. The upcoming video is expected to share more of V's own JINRO moments, from the flavor he recommends to the way he likes to enjoy it.
Curious about V's recommended JINRO flavor, his way of enjoying it, and more behind-the-scenes stories from the shoot? Keep an eye on JINRO's global social channels for the next release and upcoming content.
For the latest updates, follow JINRO's official global channels:
Disclaimer: This content is intended for readers of legal drinking age. We celebrate JINRO Soju's place in cultures and celebrations around the world while promoting responsible enjoyment. Please drink in moderation and never drink and drive.
