HiteJinro has appointed BTS member V as the global ambassador for its export soju brand Jinro, as the company steps up efforts to expand its presence in overseas markets. The company said Friday that the appointment is part of its strategy to make the Jinro brand more familiar and accessible to consumers around the world. As global ambassador, V will help strengthen Jinro's brand recognition and appeal across international markets while also participating in a range of domestic marketing campaigns for the soju brand, engaging with consumers both in Korea and abroad. In the soju industry, female celebrities have traditionally been favored as brand models because of the industry's predominantly male consumer base. However, Jinro serves as HiteJinro's flagship export brand and has also gained strong popularity among younger consumers in Korea, particularly those in their 20s and 30s, thanks to its signature toad mascot. HiteJinro said it selected V because of his global recognition and his ability to embody the youthful, trendy image the Jinro brand seeks to project. HiteJinro currently expo