JINRO commands attention at AEON Mall with large-scale suspended banner advertising

In 2026, JINRO launched its global campaign “My Favorite JINRO”, featuring V (BTS) as its Global Ambassador. The campaign brought the brand’s visual identity to life through large-scale suspended banners across three shopping malls: AEON Mall Binh Tan, AEON Mall Tan Phu, and AEON Mall Hai Phong.

1. Campaign Overview

• Campaign name: My Favorite JINRO
• Brand: JINRO
• Category: Alcoholic beverages
• Period: 25/08 – 19/10/2026
• Locations: AEON Mall Binh Tan, AEON Mall Tan Phu, AEON Mall Hai Phong
• Format: Large-scale suspended banners installed in high-traffic areas throughout the shopping malls.

2. Campaign Background

JINRO is a renowned Korean soju brand that has been present in Vietnam for many years and has become increasingly familiar to local consumers.

In 2026, JINRO entered a new chapter as V (BTS) became its Global Ambassador, joining the brand in the “My Favorite JINRO” campaign.

V’s appeal gives the campaign a highly recognizable key visual. But for that visual to truly move beyond media channels and become part of consumers’ everyday experiences, JINRO needed touchpoints that could make a strong impression in the Vietnamese market.

And AEON Mall provided an ideal environment for that story to continue.

3. Campaign Objectives

With “My Favorite JINRO”, the challenge was not simply to put V and JINRO in front of consumers, but to create a visual presence memorable enough to stay with them even when they encountered it casually while shopping.

Therefore, the campaign focused on:

• Increasing JINRO’s brand awareness in the Vietnamese market.
• Bringing V x JINRO closer to consumers through a visually engaging offline touchpoint.
• Creating a strong impression for the “My Favorite JINRO” campaign through a format with a prominent size and placement.
• Expanding the brand’s reach through high-traffic spaces such as AEON Mall.

4. Communication Strategy & Key Message

Insight

Inside a shopping mall, consumers do not only look straight ahead. They move up and down, stand by railings, look down at lower floors, or simply look up as they pass through open atrium areas. This means advertising placements above eye level can create points of contact that conventional eye-level formats may not offer.

JINRO chose this very space to bring the “My Favorite JINRO” visual into consumers’ line of sight.

Big Idea: MY FAVORITE JINRO – COMMANDING ATTENTION FROM EVERY ANGLE

The V and JINRO key visual already has a strong visual appeal of its own, without the need for excessive details.

When enlarged across suspended banners, the visual becomes even more prominent within the expansive spaces of AEON Mall.

Whether viewed from an upper floor or from below, V x JINRO remains within consumers’ line of sight, creating a natural brand recall point throughout their shopping journey.

5. Execution

From 25/08 – 19/10/2026, the “My Favorite JINRO” visual was displayed at:

• AEON Mall Binh Tan
• AEON Mall Tan Phu
• AEON Mall Hai Phong

Instead of using conventional advertising placements at eye level, the campaign opted for large-scale suspended banners installed in open atrium areas. This was also what made the format stand out.

With their large size and elevated positioning, the banners could be seen not only by shoppers passing by, but also from different floors of the malls. As a result, the image of V alongside the JINRO bottle appeared throughout the space, creating the impression that the campaign was truly present across the shopping mall environment.

The consistent execution across three AEON Mall locations also helped maintain a unified “My Favorite JINRO” visual identity while expanding the brand’s touchpoints to consumers across both Southern and Northern Vietnam.

6. Sixth Sense Media’s Role in the Campaign

For the “My Favorite JINRO” project, Sixth Sense Media partnered with the brand throughout the execution of the suspended banner advertising at three AEON Mall locations, from site consultation and booking to production and installation.

Given the specific characteristics of advertising in shopping malls, SSM paid close attention to every detail to ensure that the visuals maintained the intended spirit of the key visual in real-life settings: clear, prominent, and impactful when viewed from different angles.

From a global key visual featuring V x JINRO, the campaign gained an additional highly visible touchpoint in Vietnam – where consumers could encounter the brand naturally during familiar activities such as shopping, dining, or entertainment at AEON Mall.

Sometimes, a major campaign does not need to say too much. It simply needs to appear in the right place, within the right line of sight – and that is enough to be remembered.

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