South Korea’s Dongwon F&B has launched a new advertising campaign featuring boyband BTS’s Jin as part of efforts to promote its flagship Dongwon Tuna brand as a source of “blue protein.”

The campaign, unveiled on Thursday (Aug. 13), is the company’s second collaboration with the singer. The advertisement highlights canned tuna as a marine-based protein, carrying the slogan “Real high protein comes from the sea.”

Alongside the commercial, Dongwon F&B is rolling out a consumer promotion that allows participants to generate AI images of themselves riding a tuna, similar to the advertisement, or enter by verifying purchases of Dongwon Tuna products.

Winners will receive prizes, including a one-year supply of canned tuna.

The company also plans to expand global marketing activities, including promotional merchandise and sampling events for overseas consumers.

Dongwon F&B said the campaign aims to position canned tuna as an alternative protein choice as consumer interest in high-protein foods continues to grow.

A 135-gram can of its standard light tuna contains 25 grams of protein, according to the company.

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