# K-Pop Celebrity-Supported Soju Brands The Soju Brand, Jinro, Appoints Bts' as Global Ambassador By Kalin Ned | Published 2026-07-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/soju-brand References: [prnewswire](https://www.prnewswire.com/news-releases/jinro-the-worlds-no-1-soju-brand-partners-with-v-of-bts-302815631.html) JINRO, which posits itself to be the world's best-selling soju brand, has announced the appointment of V, a member of the globally renowned pop group [BTS](https://www.trendhunter.com/trends/maison-fred), as its new global ambassador. This strategic move is intended to enhance the soju brand's international presence and foster a more personal connection with consumers worldwide. The partnership between JINRO and V is rooted in the celebrity's broad cultural influence, distinctive charm, and trend-setting sensibility, which align with the youthful and forward-looking identity that the brand, which was first introduced back in 1924, seeks to project. Under this collaboration, JINRO plans to roll out a diverse array of marketing initiatives that will expand consumer touchpoints, leveraging V's authentic appeal to resonate meaningfully with a global audience and strengthen the brand's originality as the leading soju producer. Image Credit: JINRO ## Trend Insights (Trend Hunter) - Score: 7.6/10 - Popularity: 70% | Activity: 74% | Freshness: 84% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Celebrity-led Spirits:** Global music icons are transforming legacy alcohol labels into lifestyle brands, creating room for limited-edition products, fan-driven campaigns, and cross-border premiumization. - **K-culture Commerce:** The worldwide appeal of Korean entertainment is extending into beverage retail, where cultural affinity can reshape discovery, gifting, and social consumption habits. - **Fan-based Brand Loyalty:** Highly engaged fandoms provide spirits brands with new pathways for emotional connection, collectible packaging, and community-centered digital experiences. ### Who This Affects Most - **Alcoholic Beverages:** Soju producers and competing spirits companies face new opportunities in celebrity-backed globalization, flavor innovation, and youth-oriented brand repositioning. - **Entertainment Marketing:** Talent agencies and music labels are becoming influential commercial partners as artist identity increasingly powers international product launches and consumer engagement. - **Retail and E-commerce:** Online alcohol marketplaces and global retailers can benefit from culturally driven demand through exclusive drops, ambassador-led merchandising, and localized fan promotions. ## Related on Trend Hunter - [K-Pop-Endorsed Ramen Noodles](https://www.trendhunter.com/trends/ottogi-1.md) - [Korean Heritage Merchandise](https://www.trendhunter.com/trends/arirang.md) - [Soju Sports Partnerships](https://www.trendhunter.com/trends/soju-partnership.md) - [Premium Soju Spirits](https://www.trendhunter.com/trends/soju-spirit.md) - [Melon-Inspired Korean Soju Varieties](https://www.trendhunter.com/trends/korean-soju.md) - [Korean Home Snacking Lines](https://www.trendhunter.com/trends/e-mart.md) - [Western-Korean Fusion Brands](https://www.trendhunter.com/trends/arih.md) - [K-Pop Celeb-Supported Beauty Brands](https://www.trendhunter.com/trends/jang-wonyoung.md) - [Hip Watchmaker Ambassador Partnerships](https://www.trendhunter.com/trends/jung-kook.md)