For friends who may not be familiar with Korean soju and soju brand ambassadors...🤗
In Korea, being a soju brand model is considered one of the most iconic roles in advertising. Typically, the star chosen is someone with the highest level of public recognition and general likability at that time. Actors or singers who feel familiar and approachable to people of all ages are usually selected, and overall public image and trustworthiness matter more than the size of a fandom alone.
Since soju is one of the most commonly consumed alcoholic beverages in Korea, its advertising focuses less on the product itself and more on conveying a friendly and natural lifestyle and atmosphere. For this reason, brands tend to choose celebrities who can drive trends and public attention, while still being widely accepted across different generations without resistance.
Because of this, a model in alcohol advertising is not really there to show “how much they drink,” but rather to represent the mood and lifestyle that the brand stands for. In other words, what matters most is someone who feels comfortable to be around and conveys a positive image, rather than someone associated with heavy drinking or an unstable drinking image.
Especially at a time when Jinro is aiming to become more familiar to consumers around the world and strengthen its global competitiveness, Taehyung not only embodies all the qualities traditionally required of soju models in Korea—such as mass appeal, likability, and a friendly image—but also possesses an overwhelmingly strong global influence.
Considering all of this, I truly think Jinro’s choice of him as their global ambassador is an excellent one!
The way Jungkook went out of his way just to turn around and head towards tae and slap his ass, then came back to touch him again and dance next to him😭 He really can’t keep his hands off tae