사진 확대 Instagram screen capture
Dongwon F&B, the Korean food maker behind the country’s best-selling Dongwon Tuna, will begin officially selling its signature canned tuna products on Amazon next month, expanding its reach in the U.S. market after gaining unexpected global attention from rapper Cardi B’s viral post.
The company said Sunday it will start selling Gochu (hot pepper) Tuna and Super Tuna on Amazon in November, with plans to later add vegetable, curry and “Dongwon Matcham” tuna varieties depending on sales performance. Dongwon is also exploring exports to Qatar and other Middle Eastern markets this year. The brand’s canned tuna products are currently sold in 35 countries, including the U.S., Japan, Vietnam and China.
Cardi B recently went live on Instagram, mixing Dongwon’s Gochu Tuna with steamed rice, mayonnaise and chili sauce, wrapping it in gim (dried seaweed) and calling it “a perfect combination and a delicious meal.” Her earlier clips featuring Korean foods such as spicy noodles, red ginseng and tteokbokki have also drawn millions of views, boosting the visibility of Korean products abroad.
Dongwon F&B’s tuna exports have risen 10 percent year-on-year in the January–October period. After naming BTS member Jin as the brand’s ambassador in August, the company’s overseas tuna sales jumped 15 percent in the August–October quarter.
Launched in 1982, Dongwon Tuna remains one of Korea’s most popular canned foods, selling over 200 million cans annually and around 8 billion units cumulatively as of last year. A company official said, “Both domestic and overseas demand for canned tuna have surged this year, setting new records in sales and exports.”
Industry observers note that the U.S. market for seasoned tuna—spicy, vegetable and curry varieties—has grown rapidly. Once viewed mainly as a sandwich ingredient, tuna is increasingly being enjoyed as a stand-alone dish thanks to the spread of K-style recipes on social media. In particular, Korean-style spicy tuna paired with gim has become a trending combination among international consumers.
By Park Yoon-yea and Minu Kim
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]
