Hite Jinro launches first global campaign 'My Favorite JINRO' with BTS V as ambassador

Hite Jinro's first global campaign, My Favorite JINRO, went live July 23 with BTS member V as global ambassador.

The ad shows V arriving at the wrong party. Both groups end up sharing JINRO together. The brand message: alcohol that connects people to people. Room number 306 in the ad references 3 regular soju varieties and 6 fruit-flavored ones currently sold overseas. Room 307 signals plans to expand the flavored lineup to 7 or more varieties.

The video rolled out across JINRO's official YouTube, Instagram, and Facebook. Digital content, consumer participation events, and offline promotions follow.

Hite Jinro also unveiled a new global tagline — Fill The Moment — meant to express the brand philosophy of filling shared moments with "warm energy and joy" through JINRO. (The room-number easter egg is the kind of detail that gets screenshotted.)

Hwang Jung-ho, Executive Director of Hite Jinro's Overseas Business Division, called the campaign "a meaningful starting point for familiarizing the JINRO brand to global consumers together with global ambassador V." He added the company will "expand our influence in the overseas mainstream liquor market." Hite Jinro plans to gradually expand product lineups to reflect diverse global consumer tastes.