In Korea, JINRO is a staple of everyday life. The brand dominates 66% of South Korea's soju market, and honestly, it shows. That is why it appears so naturally in K-dramas, in the same way you might see a cup of coffee on someone’s desk or a bowl of rice at dinner.
From Goblin to Squid Game, JINRO bottles show up so often that you may not even register them at first. But once you do, you begin noticing them everywhere.
Quick pit stop: Next time you’re binge-watching, play “Spot the JINRO Toad.” It’s always there in the bottom corner of the label. Once you know, you’ll start seeing them everywhere.
Goblin: Supernatural Comfort Beverage
When supernatural beings need comfort,apparently, they reach for JINRO. Throughout Goblin, characters share soju during their most vulnerable, human moments. It’s oddly touching—watching a 900-year-old guardian sip the same drink you can buy at any Korean convenience store.
This show might as well have been sponsored by JINRO (though it wasn’t). Three women, three different crises, and numerous green bottles exchanged over late-night conversations. The series captured female bonding the way it really happens in Korea over unpretentious soju.
The romantic tension often peaked during JINRO-fueled dinners. From awkward team outings to heartfelt confessions, the green bottles were always there, like liquid punctuation marking the most memorable moments. A fan even commented,"Once the JINRO soju bottles come out, it's a sign that the show is about to captivate my heart!”
Quick pit stop: What’s your most memorable K-drama JINRO scene? Was it a rooftop confession, an office dinner, or a lonely night at the convenience store?
Korean drinking culture comes with many unspoken rules. You pour with both hands. You turn away from your senior before taking a sip. You wait until everyone is served before drinking.
K-dramas capture all of these details, and JINRO bottles often become the objects through which these social rituals are performed. A single drinking scene can reveal who holds power, who shows respect, and who is willing to bend the rules.
At the same time, JINRO is also the great equalizer. Students and CEOs, wealthy characters and struggling underdogs, all reach for the same green bottle.
Need courage to confess feelings? Reach for JINRO. Need comfort after a long day? Reach for JINRO. Need to celebrate a mile stone? Reach for JINRO. In K-dramas, seeing a JINRO bottle usually means something meaningful is unfolding.
What makes JINRO’s global rise so fascinating is that it did not happen solely through traditional advertising campaigns.Instead, it happened organically. Fans saw their favorite characters drinking it on screen and thought, “Where can I get that?”
Suddenly, Korean markets overseas saw an increased demand. The more authentic the brand’s presence felt in dramas, the more fans around the world wanted to taste it. The more they tasted it, the more they began to understand the role of soju in Korean drinking culture.
Not every soju scene carries the same weight.Authentic JINRO moments usually have a certain feel to them. You will see the min convenience store runs when characters buy bottles for late-night drinking sessions. You will notice them during group bonding scenes, when conversations get emotional. Sometimes they appear in solo drinking scenes, when characters sit with their thoughts after a stressful day. Other times, they mark celebrations, when everyone raises a glass together, or confessions, when alcohol gives a character the courage to finally speak. These are natural and authentic glimpses of real Korean social life.
As K-dramas and other K-content continue to reach global audiences, JINRO’s role as cultural ambassador will only grow.Each new series brings new moments, new characters, and new viewers who become curious about the little green bottle with the toad logo.
In many ways, JINRO is not just a soju brand.It is a bridge between cultures. It sparks conversations. It invites people into the rituals that define Korean social life. And it reminds us that some of the most meaningful connections in life begin with a simple bottle shared around a table.
So the next time you notice JINRO in a K-drama, remember: you are watching an authentic piece of Korean culture unfold.
Ready to taste it for yourself?
Disclaimer: This content is for readers of legal drinking age. We celebrate JINRO’s cultural significance in Korean entertainment while encouraging responsible consumption. Please drink in moderation and never drink and drive.
Discover more about JINRO and its wide range of products on JINRO official social media: Instagram, Facebook, Youtube, TikTok.
