BTS V stars in JINRO’s first global campaign, “My Favorite JINRO,” which has surpassed 500 million cumulative content views across the brand’s global social media channels. (Photo / Jinro-Hite)
BTS member V is showing his global influence beyond music, with JINRO’s first worldwide campaign featuring the K-pop star surpassing 500 million content views across the brand’s global social media channels.
HiteJinro said the milestone was reached through content connected to its “My Favorite JINRO” campaign, launched in July with V as JINRO’s global ambassador.
The campaign’s main advertisement alone has generated more than 300 million views, while likes, comments and shares across related content have reached approximately 10 million engagements.
JINRO’s global social media channels have also gained around 200,000 followers compared with their levels before the campaign teaser was released, according to the company.
The figures offer an early indication of the reach generated by JINRO’s decision to place one of K-pop’s most recognizable stars at the center of its international marketing push.
V Takes JINRO Global
The campaign marks a significant step in JINRO’s efforts to expand its visibility outside South Korea.
Rather than limiting the collaboration to a single commercial, the company has released posters, teaser videos, a main advertisement and short-form social media content featuring V.
Fan-driven attention followed quickly.
After the campaign’s teaser poster was released on July 3, it reached No. 1 on Yahoo Japan’s real-time trending search ranking, according to HiteJinro. Fans also began sharing campaign advertisements and product photos across social platforms.
The strategy has increasingly moved offline as well.
JINRO advertisements featuring the campaign have appeared in major international cities including New York, Toronto, Beijing, Shanghai, Tokyo, Ho Chi Minh City, Manila and Sydney.
In New York, campaign footage featuring V has been displayed in Times Square, where visitors have photographed the advertisements and shared them back onto social media — extending the campaign from offline advertising into another wave of online exposure.
More Than Just a 500 Million View Number
The headline figure requires some context.
The figure represents cumulative content views across JINRO’s global SNS channels, rather than 500 million individual people viewing one advertisement.
The main advertisement itself has surpassed 300 million views.
Perhaps more revealing for the brand are the approximately 10 million engagements. And the reported gain of around 200,000 social media followers since before the campaign teaser.
Those figures suggest the campaign has generated interaction beyond passive video viewing.
HiteJinro has also said consumers have shared photos of the outdoor campaign and posted their own JINRO product purchases online.
K-Pop Stars Become Global Brand Gateways
V’s JINRO campaign is part of a broader shift in how South Korean consumer brands are using K-pop’s global reach.
Rather than relying primarily on domestic celebrity endorsements, Korean companies are increasingly choosing artists with established international fandoms. It aims to introduce Korean products directly to overseas consumers.
Other recent examples include aespa’s global campaign for Shin Ramyun, while brands including Buldak and Pepero have also worked with K-pop acts in their international marketing.
For JINRO, the connection is particularly notable.
Soju is deeply associated with Korean drinking culture, meaning V is not simply promoting another consumer product overseas. The campaign effectively places a globally recognized K-pop face alongside one of Korea’s best-known alcoholic beverage brands.
That combination gives JINRO an opportunity to connect the growing international interest in Korean music, entertainment, food and lifestyle with its own global expansion.
V’s Influence Beyond Music
V has long held substantial international brand power through BTS, his solo career and luxury fashion partnerships.
The JINRO campaign demonstrates how that visibility can translate into consumer-brand attention on a global scale.
Five hundred million cumulative content views do not by themselves prove an equivalent increase in product sales, and HiteJinro has not presented the milestone as 500 million unique consumers.
But the combination of 300 million-plus views for the main advertisement, roughly 10 million engagements and about 200,000 additional followers provides a broader picture of the campaign’s digital reach.
HiteJinro says it plans to continue expanding its communication with international consumers as part of its effort to make JINRO more widely recognized around the world.
For now, its first global campaign with V has already delivered one attention-grabbing number:
500 million views and counting.
Key Takeaways
- BTS V’s “My Favorite JINRO” campaign has surpassed 500 million cumulative content views across JINRO’s global social media channels.
- The main campaign video alone has recorded more than 300 million views.
- Likes, comments and shares have totaled approximately 10 million engagements.
- JINRO says its global social channels gained around 200,000 followers compared with before the teaser campaign.
- Outdoor advertising has expanded to major cities including New York, Tokyo, Toronto, Manila and Sydney.
Park Minji is a K‑pop writer and journalist who delivers sharp insights and engaging stories on Korean music and culture for global readers.
📧 Contact: trustdouble@naver.com
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