During a recent press conference, Kim In-gyu, CEO of Hite Jinro, highlighted the significant impact of BLACKPINK Rosé’s track "APT" on Jinro Soju’s success.

According to a report by Panpoint News published on May 27, Kim emphasized that the track played an important role in propelling Jinro soju’s growing international exposure, especially among younger, global audiences. "APT" was associated with Korean nightlife and drinking culture, giving soju a pop culture edge in the expanding global beverage market.

During the event, CEO Kim detailed the company’s strategy to expand its presence throughout Southeast Asia, citing the success of its integration into the Philippine market. The company also reaffirmed its vision to make Jinro a lasting symbol of Korean culture worldwide, positioning soju not just as a drink but as a lifestyle product embedded in the global Hallyu experience.