The Iconic Tuna Can Brand 'Dongwon Tuna'... Launches 40th Anniversary 'Champion Edition'
Dongwon F&B, Dongwon Tuna·KBO 40th Anniversary Edition
Marketing Emphasizing a Youthful Image Also Draws Attention
[Asia Economy Reporter Song Seung-yoon] Dongwon F&B has released a limited edition "Dongwon Chamchi Champion Edition" to simultaneously celebrate the 40th anniversary of the launch of "Dongwon Chamchi," South Korea's representative canned tuna brand, and the 40th anniversary of the KBO League.
The Dongwon Chamchi Champion Edition is a limited edition product featuring the representative images of the 10 KBO League teams incorporated into the Dongwon Chamchi can design. It consists of 30 types, each depicting the team’s emblem, logo, and mascot. The colorful hues and cute mascots have attracted much attention from baseball fans.
Dongwon F&B is also conducting various marketing activities to emphasize Dongwon Chamchi’s young and trendy image. They have selected actors Jo Jung-suk and Son Na-eun, Pengsoo, 2PM singers Junho and Chansung, and Jung Dong-won as models, presenting catchy CM songs and commercials. They have expanded the product range by launching new concept tuna HMR (Home Meal Replacement) products such as "Dongwon Chamchi Cube" and "Dongwon Chamchi Spread," utilizing the convenience food elements of Dongwon Chamchi.
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When Dongwon Chamchi was launched in 1982, it was considered an expensive "luxury food," but in the 1990s, it transformed into a "convenience food" through flavored tuna. In the 2000s, it gained popularity as a "health food" emphasizing wellness, maintaining its position as the number one canned tuna brand in the domestic market for 40 years. This communication strategy, aligned with the health-oriented well-being trend, also created a "second heyday" for tuna. Dongwon Chamchi sells about 200 million cans annually, and in 2014, it became the first in the industry to surpass a cumulative sales volume of 5 billion cans. This year, the cumulative sales have already exceeded 7 billion cans.
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