Dongwon F&B is stepping up efforts to strengthen the high-protein image of its Dongwon Tuna brand, using BTS member Jin to appeal to consumers in Korea and overseas. Following the buzz surrounding Jin’s “Super Tuna” and the brand’s collaboration last year, the company is now positioning seafood-based protein as a convenient and healthy dietary option.
Dongwon F&B said Thursday that it has released a second commercial featuring Jin, the brand’s model for Dongwon Tuna.
The latest campaign centers on the concept of “blue protein,” referring to protein derived from fish and other marine organisms. The company aims to highlight seafood as another source of protein alongside meat and plant-based alternatives.
The commercial features Jin riding a giant tuna through the ocean, reinforcing the message that Dongwon Tuna is a source of protein from the sea. Its main slogan, “Sea Protein, Bada,” uses a Korean wordplay based on the similar pronunciation of “sea” and “take it.”
Dongwon F&B is also emphasizing the nutritional value of its flagship product. According to the company, a 135-gram can of Dongwon Tuna Light Standard contains 25 grams of protein, equivalent to nearly half of the 55 grams of daily protein intake recommended for adults.
The latest campaign builds on the partnership between Jin and Dongwon Tuna that began last year. Jin developed a strong association with tuna through his 2021 solo song “Super Tuna,” prompting Dongwon F&B to appoint him as the brand’s model in 2025.
The company has since expanded the collaboration through special products and marketing campaigns featuring Jin. The “BTS Jin Super Tuna Gift Set,” which featured his image, reportedly sold quickly during pre-orders before being exported to the U.S. market.
Dongwon F&B is also launching consumer-participation promotions alongside the new commercial. Consumers can use generative AI to create images of themselves riding a tuna like Jin and share them online, or participate by verifying their purchase of Dongwon Tuna.
Selected participants will receive prizes including a one-year Dongwon Tuna subscription, providing one can per day, as well as a portable battery designed in the shape of a tuna can.
The company plans to extend related marketing activities to international consumers, including Dongwon Tuna merchandise and sampling events featuring Gochu Tuna, a spicy tuna product.
The campaign forms part of Dongwon F&B’s broader strategy to establish Dongwon Tuna as a global food brand rather than limiting it to its position as a leading canned tuna product in Korea. The company plans to leverage Jin’s global popularity to promote the product’s health-oriented image and expand its presence in overseas markets.
Dongwon F&B has been expanding its business in markets including the United States, China and Southeast Asia, while strengthening product development and marketing aimed at international consumers.
Industry observers say the campaign combines two growing trends in the food and consumer markets: rising demand for convenient protein-rich foods and the global marketing power of K-pop stars. By presenting tuna as an easy way to consume protein while incorporating Jin’s global appeal, Dongwon F&B is seeking to broaden the brand’s appeal among younger consumers and international audiences.
A Dongwon F&B official said the campaign was designed to introduce Dongwon Tuna as a new protein option amid growing consumer interest in protein, adding that the company will continue working with Jin to promote the brand’s healthy and approachable image both in Korea and overseas.
