Dongwon Tuna Taps BTS Jin to Promote Protein and Global Growth

Dongwon F&B, the company behind the popular Dongwon Tuna brand, is launching a new marketing campaign to promote the high-protein image of its product and expand its global presence. The campaign features BTS member Jin, who will be the face of the "Dongwon Tuna Super Tuna" campaign. The commercial showcases Jin riding a giant tuna through the ocean, emphasizing the "sea protein" concept and positioning seafood as a healthy and convenient dietary option alongside meat and plant-based alternatives.

The campaign's slogan, "Sea Protein, Bada," is a play on words in Korean, using the similar pronunciation of "sea" and "take it." Dongwon F&B aims to capitalize on Jin's global popularity as a K-pop star to boost the brand's appeal among younger consumers and international audiences. The company is also promoting the nutritional value of Dongwon Tuna, with a 135-gram can containing 25 grams of protein, which amounts to nearly half of the daily protein intake recommended for adults.

To encourage consumer engagement, Dongwon F&B is offering a "BTS Jin Super Tuna Gift Set" and consumer-participation promotions, including AI-generated images of consumers riding a tuna and verifying their purchase of Dongwon Tuna. Selected participants will receive prizes such as a one-year Dongwon Tuna subscription and a portable battery shaped like a tuna can.

The campaign is part of Dongwon F&B's broader strategy to establish Dongwon Tuna as a global food brand, leveraging the brand's strong association with BTS Jin and the rising trend of convenient protein-rich foods and global marketing by K-pop stars.