[Provided by Hite Jinro]
[Provided by Hite Jinro]

Hite Jinro announced Friday that it has named BTS member V as the global ambassador for Jinro, its integrated soju export brand.

V will take part in a range of domestic marketing activities for Jinro soju and engage with consumers at home and abroad. The company expects him to build strong rapport with consumers through his likability and authenticity.

Since its launch in 2019, Jinro has built its following through its clean taste and marketing centered on its toad mascot, surpassing cumulative sales of 2.6 billion bottles as of February — the equivalent of 12 bottles sold every second. The brand has established itself alongside Chamisul as one of South Korea's leading soju labels, and has topped the list of the world's best-selling distilled spirits compiled by British drinks trade publication Drink International for 25 consecutive years.

"V is the person who can best embody the brand values and sensibility that Jinro pursues," said Hwang Jeong-ho, executive vice president of Hite Jinro's overseas business division. "We will communicate closely with consumers both in Korea and globally, and expand Jinro's reach worldwide."


andy@heraldcorp.com