BTS member V appears in HiteJinro's new global campaign for Jinro / Courtesy of HiteJinro
HiteJinro is turning to one of Korea's biggest cultural exports, BTS member V, to expand Jinro's reach worldwide with a new campaign aimed at making the soju brand a more familiar presence in consumers' everyday lives.
The company said Thursday it launched its first global campaign featuring V, titled "My Favorite JINRO," as part of efforts to communicate the brand's values to consumers around the world.
The campaign began with the release of its main advertisement Thursday and will continue with digital content, consumer participation events and offline promotions.
The commercial features V's charismatic and playful image through a polished storyline in which he mistakenly arrives at the wrong party after being invited to an event.
