๐น๐ This documentary explores how Dongwon Tunaโs Gochu Tuna gained popularity in Japan and how important BTS Jinโs role was in that growth.
[Economic Playground] 261029 Special Documentary: Japanโs Fierce Food Market: How Has K-Food Survived?
[๐น๐ BTS Jin Dongwon Tuna at Aeon mall]
๐ฉโ๐ซ We visited Aeon LakeTown, which welcomes 100,000 visitors a day.
๐ฉโ๐ณMany people said it was spicy but delicious!
๐ฉโ๐ซ It took Korean companies considerable time to help Japanese consumers understand how to enjoy Korean-style Gochu Tuna.
๐ณ๏ธ๐จ Ha Gi-seok, Head of Dongwon Japan: โWe first tried selling Gochu Tuna in 2015, but it failed. We tried again in 2017, and it still didnโt sell well. However, we did manage to sell a small amount. We analyzed five years of sales data and made a proposal to Costco. Unlike in Korea, people in Japan donโt really have the concept of using Gochu Tuna in a stew or putting it on top of rice. We introduced different ways to enjoy it, such as using it as a spaghetti topping or adding it to ramen, sometimes with a little cheese, to make it taste even better. As a result, sales of Gochu Tuna suddenly increased more than twentyfold starting in 2020.โ
๐ฉโ๐ซ๐น๐ A Harajuku pop-up event linked to BTS Jinโs Super Tuna drew huge crowds of fans. What is particularly noteworthy is that fansโ interest translated into actual product experiences. Even if they came because they liked the singer, they got to taste the product at the store and learn different ways to enjoy it.
๐ณ๏ธ๐จโJapanโs No. 1 canned tuna company once released a product that was an almost identical copy of our Gochu Tuna. We took that as a sign that the leading company had recognized the appeal of our product. Since then, we have seen that Japanese canned tuna companies have also been producing many seasoned tuna varieties.โ
๐ฉ(Holding Jin Ramen) โKorean ramen is a little spicy.โ
๐ฉโ๐ฆฐ(Holding Jin Ramen) โFor me, the level of spiciness was just right!โ
๐ฉโ๐ซ As a result, some products have become models for Japanese companies to follow, while others are competing alongside established local brands. Korean food companies continue working tirelessly today to secure a place in Japanese consumersโ shopping baskets.
#JIN #๋ฐฉํ์๋
๋จ์ง #JinxDongwonTuna #๋์์ฐธ์น @dongwonjapan @dwtuna_official @BTS_twt