The centerpiece of the initiative is a short film featuring V navigating an accidental party mix-up that ultimately leads to a gathering of strangers bonded by the brand. Beyond the celebrity tie-in, the film hides a strategic roadmap for the company: Room 306 represents the current six flavored varieties alongside three core soju products, while the introduction of Room 307 hints at an upcoming expansion to seven or more flavors. This move is designed to cater to a wider spectrum of global consumer preferences.

Alongside the film, the company introduced the tagline Fill The Moment, intended to position the drink as a staple for social connection. Jung-ho Hwang, head of overseas business at HiteJinro, confirmed that this project is the first step in a broader effort to move the brand into the mainstream global alcohol market. The campaign content is currently rolling out across the brand’s YouTube, Instagram, and Facebook channels, accompanied by a series of planned consumer events and offline promotions.