[Edaily Reporter kim mi-kyung ] Dongwon F&B has unveiled its second advertisement featuring BTS member Jin to highlight the protein value of Dongwon Tuna. #Dongwon F&B announced on the 13th that it has released a new commercial filmed with Jin, the brand ambassador for Dongwon Tuna, and is launching a brand campaign.

The core message of this commercial is “Real high-protein comes from the sea.” The commercial conveys the value of DongwonFisheries’ marine protein—a form of “blue protein” derived from the sea—as an alternative to meat-based protein sources. The slogan is “Marine Protein, Get It,” which uses a play on words based on the similar pronunciation of “sea” and “get” to make it memorable.

In the ad, Jin explores the ocean alongside tuna, conveying the message that Dongwon Tuna is the ocean’s premier source of protein. A 15-second edited version will air on TV, while the full version will be available on digital channels such as the Dongwon F&F YouTube channel.

“Blue protein” refers to protein derived from marine organisms such as fish. As global demand for protein is projected to rise, it is gaining attention as a new protein source that can complement meat-based protein. One can of Dongwon Tuna Light Standard (135g) contains 25g of protein, which is about half of the recommended daily protein intake for adults (55g). This amount is equivalent to approximately 4.3 eggs, one block of tofu, or 110g of chicken breast.

Dongwon F&F is also running a consumer-participation promotion to coincide with the ad’s release. Consumers can participate by using generative AI to create and share an image of themselves riding on top of a tuna can—just like Jin in the ad—or by posting proof of purchase of Dongwon Tuna. Prizes, including a one-year subscription to Dongwon Tuna (365 cans) and Dongwon Tuna-shaped power banks, will be awarded via a random drawing.

The company is also continuing its global consumer marketing efforts. It is expanding its reach to overseas consumers through various activities, such as Dongwon Tuna merchandise and sampling of Spicy Tuna. A Dongwon F&F spokesperson stated, “We planned this ad to position Dongwon Tuna as a new protein option amid growing consumer interest in protein,” adding, “We will continue to convey Dongwon Tuna’s healthy image to consumers worldwide alongside model Jin.”