Hite Jinro Co., Ltd.

- First global campaign 'My Favorite JINRO' surpasses 500 million views across all global social media channels

- Expanding outdoor advertising across global markets including New York's Times Square, Japan, China, Southeast Asia, and Europe to strengthen global consumer communication touchpoints

SEOUL, South Korea, Aug. 27, 2026 /PRNewswire/ -- JINRO has successfully launched its first global campaign featuring global ambassador V of BTS, drawing strong interest from international consumers as the brand continues to expand touchpoints both online and offline in the second half of the year.

JINRO announced on August 27 that the cumulative views of content related to its first global campaign, "My Favorite JINRO," released in July, have surpassed 500 million across all of its global social media channels.

The main commercial video recorded more than 300 million views, while cumulative engagement with campaign-related content, such as likes, comments, and shares, across all global social media channels totaled approximately 10 million. In addition, the total number of followers across JINRO's global social media channels increased by approximately 200,000 compared with the period before the release of the campaign teaser, reflecting strong interest in the campaign among global consumers.

The "My Favorite JINRO" campaign was designed to communicate JINRO's brand values in a more familiar and relatable way with global ambassador V and to share with consumers worldwide the enjoyment of having JINRO as part of everyday life. JINRO has been delivering its brand message by sequentially releasing a variety of content, including campaign posters, teaser videos, the main commercial video, and short-form content.

Beyond its official content, the campaign has also seen spontaneous sharing and circulation of related content, widely across social media. Immediately following the release of the campaign teaser poster on July 3, it ranked No. 1 in real-time searches on Yahoo Japan's Trend tab. In addition, global fan accounts and media channels have continued to create and share a variety of related content celebrating V's appointment as JINRO's ambassador.

Fans around the world have also continued to share their experiences with the campaign across fan communities and social media. Many fans have directly filmed the campaign's outdoor advertisements and shared the footage, while content featuring JINRO product purchases has also continued to appear. This demonstrates that interest in the campaign extends beyond online content to real-world product and brand experiences.

JINRO is expanding the campaign, which began online, into offline spaces. The brand is expanding its touchpoints with global consumers by showcasing "My Favorite JINRO" outdoor advertisements in key commercial districts across major cities, including Times Square, New York; Toronto, Canada; Beijing and Shanghai, China; Tokyo, Japan; Ho Chi Minh City, Vietnam; Manila, the Philippines; and Sydney, Australia.

In particular, to communicate its brand message to consumers worldwide, JINRO has been showcasing its campaign video in New York's Times Square since late July, an iconic location where global brands present major campaigns and messages. Local fans visiting Times Square have filmed the advertisement and shared it on social media, further driving online interest in the campaign.

Jung-ho Hwang, Head of Overseas Business at HiteJinro, said, "Through our first global campaign with global ambassador V, we were able to expand global consumers' interest in JINRO and increase our touchpoints with them. Going forward, we will continue to communicate JINRO's unique brand values through a variety of marketing activities, strengthen communication with consumers worldwide, and further broaden the mainstream appeal of JINRO."

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SOURCE JINRO

- Features JINRO's iconic mascot reimagined as a K-POP artist for a limited-edition rollout

SEOUL, South Korea, Aug. 10, 2026 /PRNewswire/ -- JINRO, the world's No. 1 soju brand, announces the launch of a limited-edition product featuring its 'K-POP Star Toad' label. Featured on JINRO Green Grape, the brand's top-selling fruit liqueur in international markets, the special edition will be available in limited quantities.

This limited-edition release is a project designed to expand the universe of JINRO's iconic mascot, the 'Toad,' in alignment with the global K-POP phenomenon. It was developed to strengthen the mass appeal and trend-forward image of JINRO, a leading K-spirits brand, amid growing international interest in K-culture.

The limited-edition label design features the beloved Toad character reimagined with a K-POP artist concept, available in two striking colorways: Green and Pink. Embodying a vibrant and distinctive visual reminiscent of an artist on stage, the new packaging is crafted to offer global consumers a unique brand experience exclusive to JINRO.

With 13% alcohol by volume (ABV), the 'K-POP Star Toad' Green Grape limited edition retains the same taste and quality consumers know while offering a refreshed collectible design.

To celebrate the launch, JINRO is rolling out an interactive, consumer-participatory campaign across global markets. The company will run a 'Message Challenge' promotion using alphabet letters (A to Z) printed on the underside of the bottle caps. Consumers can collect and arrange various caps to create personalized messages and share them on social media, encouraging engagement with the brand.

Exclusive promotional merchandise will also be introduced to commemorate the limited-edition launch. By releasing two exclusive promotional items—a collectible 'K-POP Star Toad' figurine and a limited-edition bottle-shaped microphone—JINRO aims to add an element of fun and collectibility to the campaign.

Jung-ho Hwang, Head of Overseas Business at HiteJinro, said, "The 'K-POP Star Toad' limited edition was developed to tap into the globally beloved K-POP phenomenon, aligning with our commitment to expanding the JINRO brand in the global mainstream. Through the synergy of K-culture and our signature Toad mascot, we aim to enhance JINRO's brand competitiveness and elevate its presence worldwide. Moving forward, we will continue to introduce diverse initiatives that build on our heritage and make JINRO a familiar favorite for consumers around the world."

About JINRO

First introduced in 1924, JINRO is Korea's representative soju brand, the world's No. 1 soju brand, and the world's best-selling spirits brand. JINRO connects with consumers across the globe through a diverse product portfolio, including its core lineups — JINRO CHAMISUL FRESH, JINRO CHAMISUL ORIGINAL, and JINRO IS BACK — alongside a vibrant flavored soju range that includes GREEN GRAPE, PEACH, STRAWBERRY, GRAPEFRUIT, PLUM, and LEMON.

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SOURCE hitejinro