HiteJinro, the South Korean soju maker, launches its first global advertising campaign, “My Favorite JINRO,” featuring BTS member V. The campaign is designed to broaden Jinro’s presence worldwide by linking the brand’s values to everyday consumer experiences. It opens with the release of a main campaign video, followed by additional digital content, consumer participation activities, and offline promotions.
The campaign film portrays V in a playful, approachable storyline. In it, he is invited to an event but mistakenly arrives at the wrong party. The narrative then shifts when guests from both gatherings come together, enjoying Jinro together, as the spot highlights the idea of connecting people and creating memorable moments.
HiteJinro says the campaign supports its effort to build a younger and more sophisticated global brand identity. The outlets reporting on the launch describe the rollout and core theme consistently: a V-led, brand-values-focused campaign centered on shared, everyday occasions.
