Dongwon F&B launches second tuna ad campaign with BTS's Jin

Dongwon F&B announced Thursday it is rolling out a new brand campaign for Dongwon Tuna featuring BTS member Jin, marking the pair's second collaboration on an advertisement.

In the ad, Jin navigates the ocean alongside tuna, conveying the message that Dongwon Tuna is the sea's representative "blue protein" — a term for marine-sourced protein. The campaign slogan plays on a Korean pun: "바다 단백질, 받아" ("Sea protein, take it") works because "받아" (take it) is pronounced identically to "바다" (sea), reinforcing the brand's core message.

Blue protein refers to protein derived from fish and other marine life, and is drawing attention as a high-quality protein source that can help offset the limits of land-based meat supply. A single can of Dongwon Tuna — the light standard variety at 135 grams — contains 25 grams of protein, roughly half the recommended daily intake for adults, equivalent to about 4.3 eggs or one block of tofu.

Dongwon F&B is also running a consumer engagement promotion. Participants who use generative AI to create and share an image of themselves riding a tuna — mirroring the ad — or who verify a Dongwon Tuna purchase will be entered into a prize draw for rewards including a one-year Dongwon Tuna subscription and a tuna-shaped portable battery. The company also plans a range of marketing activities targeting global consumers, including Dongwon Tuna merchandise giveaways and spicy tuna sampling events.

"As consumer interest in protein continues to grow, we designed this campaign to position Dongwon Tuna as a new protein option," a Dongwon F&B official said.