The appointment arrives as JINRO looks to capitalize on the rising global profile of Korean exports. Jung-ho Hwang, head of overseas business at HiteJinro, described the collaboration as a natural alignment of the brand’s identity with V’s artistic sensibility. The company intends to roll out a series of marketing campaigns featuring the singer, designed to expand consumer touchpoints and cement the brand's dominance as it faces increased competition in the global spirits sector.

Founded in 1924, JINRO remains the cornerstone of Korea's alcohol industry, maintaining its status as the world's top-selling spirits label. The brand currently anchors its portfolio with core products like CHAMISUL FRESH and IS BACK, alongside a growing selection of flavored options. By aligning with V—who recently saw the massive success of the BTS album ARIRANG—the company is positioning its legacy products to appeal to a demographic that prioritizes authenticity and global pop-culture trends.