Jinro
Food + Drink
Influencer Marketing
Challenge
JINRO set out to take its dominance in Korea and build real cultural relevance with U.S. Gen Z. The goal centered on proving soju belongs in everyday social life. House hangs. Dinners. Parties. Nights out. No single cuisine. No single setting.
Solution
We built and launched a hero campaign with top Asian American food creator Kenny Song, positioning him as the bridge between Korea’s #1 soju and American audiences. The content placed JINRO inside real social moments through food, friends, and shared experiences. The result positioned JINRO as a modern social staple in the U.S. Familiar. Shareable. Built for how Gen Z spends time together.
