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BTS member Jin, model for Dongwon Tuna brand. (Image credit: Dongwon) |
[Alpha Biz= Paul Lee] Seoul, August 27, 2025 — Dongwon F&B announced that its flagship product, Dongwon Tuna, which has been loved by Korean consumers since its launch in 1982, is teaming up with global artist Jin of BTS as its new brand model.
The company said the collaboration was inspired by Jin’s solo track “Super Tuna” (released in 2021), which showcased his fondness for tuna. The song, written based on his personal fishing experiences, has gained worldwide popularity, with its YouTube video surpassing 100 million views.
Dongwon F&B emphasized that with Jin, who has demonstrated unique affection for tuna through “Super Tuna,” it plans to promote Dongwon Tuna globally as a high-protein, nutritious food.
Marketing activities are already underway. On July 22, Dongwon released a teaser video, followed by a main advertisement featuring Jin performing energetic choreography to a reinterpreted version of “Super Tuna.” Throughout August, the company has been releasing weekly short-form videos on social media platforms.
Additionally, Dongwon has launched special marketing initiatives such as the limited-edition “BTS Jin Edition” tuna cans and stickers featuring Jin’s image.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
