BTS’s Jin is diving back into the spotlight—this time with a can of tuna in hand.
On July 22, Dongwon F&B officially announced that Jin will be the new model for its flagship product, Dongwon Tuna, South Korea’s most recognized canned tuna brand.
The announcement marks the beginning of a high-profile advertising campaign, tying together Jin’s viral hit “Super Tuna” with an iconic Korean product in a fun and unexpected collaboration.
“Super Tuna” Becomes a Real-Life Campaign
The connection between Jin and tuna isn’t new to ARMY. Back in 2021, Jin dropped the surprise solo track “Super Tuna” during BTS’s annual birthday content, and it quickly went viral for its catchy melody and humorous choreography.
The song, originally created as a lighthearted tribute to Jin’s love of fishing, racked up over 100 million views on YouTube, with fans around the world performing the dance and turning it into a meme-worthy moment in K-pop history.
Now, that same spirit is fueling a full-scale marketing effort, making this collaboration feel more like a natural evolution than a corporate contract.
According to Dongwon, Jin’s genuine passion for fishing and the song’s success played a key role in choosing him as the brand’s new face.
Teaser Drops, Full Campaign on the Way
Dongwon F&B launched the first teaser for the campaign on YouTube at noon on July 22, using “Super Tuna” as the soundtrack.
The teaser hints at the quirky, fun tone fans can expect from the full advertisement, which is scheduled to premiere on July 27.
What’s more, the campaign will roll out weekly short-form videos across social media platforms throughout August, promising continuous content and engagement for fans.
This dynamic promotional strategy is aimed at maximizing reach among younger demographics, especially those already familiar with Jin and his viral track.
Special Edition Products for ARMY
In true K-pop marketing fashion, Dongwon will also release a limited-edition BTS Jin x Dongwon Tuna product line.
The special edition cans will feature Jin’s image on the packaging along with collectible stickers, turning grocery items into must-have merchandise for ARMY around the world.
Given BTS’s track record of driving massive sales across every industry they touch—from fashion to food to tech—it’s expected that the Jin edition tuna products will sell out quickly and generate major buzz both domestically and internationally.
A Perfect Match: Jin, Tuna, and Fun
The campaign cleverly blends Jin’s playful persona with a beloved Korean brand that has long been part of everyday life in Korea.
With his comedic timing, warmth, and worldwide popularity, Jin brings a refreshing and authentic charm to the campaign—one that appeals to both dedicated BTS fans and general consumers.
Even more fitting is the fact that this collaboration brings Jin’s hobby full circle.
From simply enjoying fishing to writing a viral song about tuna, and now becoming the actual brand ambassador, Jin’s journey reflects his uniquely creative approach to fame and his ability to turn personal interests into cultural phenomena.
Fan Response and Anticipation
Within hours of the teaser’s release, social media platforms lit up with excitement. ARMY expressed joy and amusement at the “full-circle moment,” with fans sharing clips of “Super Tuna,” designing mock tuna can edits, and posting celebratory messages.
The phrase “Super Tuna is canon now” even trended on X (formerly Twitter), as fans celebrated the lighthearted yet strategic move that once again highlights BTS’s continued influence- even during periods of individual military service or hiatus.
Jin’s Post-Military Return Already Making Waves
This campaign is also one of Jin’s first major activities since completing his mandatory military service in June 2025.
His return was met with immense excitement, and this endorsement deal only adds fuel to speculation about what’s next for Jin, both as a solo artist and a member of BTS.
The timing is perfect—Jin is back, ARMY is watching, and Dongwon Tuna is ready to ride the wave.
