BTS Star V Named Global Ambassador for JINRO Soju

The appointment leverages the singer's broad cultural influence and distinct personal style to reinforce JINRO’s position as a lifestyle brand. According to Jung-ho Hwang, head of overseas business at HiteJinro, the collaboration aims to align the company's long-standing heritage with the modern, trend-forward sensibility that the artist embodies.

JINRO plans to roll out a series of marketing initiatives featuring the BTS member to broaden its global consumer touchpoints. This partnership follows the release of the band’s fifth studio album, Arirang, which topped the Billboard 200 earlier this year. By pairing the world’s top-selling soju with one of the most recognizable figures in 21st-century pop, HiteJinro intends to accelerate its expansion strategy and maintain its dominance in the global spirits market.