[Edaily Reporter kim mi-kyung ] Hite Jinro ( HITEJINRO(000080)) is accelerating its push into the global soju market by partnering with BTS member V.

HITEJINRO announced on the 23rd that it will unveil “My Favorite JINRO,” its first global campaign featuring BTS’s V, who has been selected as the company’s global ambassador.

Starting with the release of the main commercial today, HITEJINRO plans to sequentially roll out a variety of marketing activities, including digital content, consumer participation events, and offline promotions. This campaign was designed to familiarize consumers worldwide with JINRO’s brand values and to spread the joy of enjoying JINRO as part of everyday life.

The main commercial unveiled today captures JINRO’s youthful and trendy brand image by highlighting V’s unique charisma and witty charm. The story—in which V mistakenly goes to the wrong party venue and faces an unexpected situation, but ultimately brings people from both spaces together to enjoy JINRO—naturally conveys the brand message that JINRO is “a drink that connects people.”

In particular, elements symbolizing Jinro’s global expansion strategy are woven throughout the video. The room number “306” in the commercial represents the three regular soju varieties and six fruit-flavored soju varieties currently sold overseas. “Room 307” reflects HITEJINRO’s plan to expand its flavored soju lineup to seven or more varieties in the future.

HITEJINRO plans to gradually expand its product lineup to reflect the diverse tastes of global consumers and significantly strengthen Jinro’s brand competitiveness in overseas liquor markets.

Hwang Jeong-ho, Executive Vice President of HITEJINRO’s Overseas Business Division, stated, “This campaign, in collaboration with global ambassador V, marks a meaningful starting point for introducing the Jinro brand to consumers worldwide in a familiar way,” adding, “We will expand our influence in mainstream overseas liquor markets to strengthen our competitiveness as a leading global soju brand.”

Meanwhile, HITEJINRO also unveiled its new global tagline, “Fill The Moment,” alongside this campaign. It embodies the brand’s philosophy of filling moments spent with loved ones with warmth and joy through Jinro.