Dongwon Tuna to Launch Officially on Amazon in November
Exploring Exports to Qatar and Other Middle Eastern Markets This Year
Recently, as American rapper Cardi B introduced Korea's spicy tuna can on social media, drawing global attention, Dongwon F&B, the food company that produces Dongwon Tuna cans, is set to officially launch on Amazon, the world's largest online distribution platform, leveraging this overseas popularity.
According to The Maeil Business Newspaper on October 26, Dongwon F&B will begin full-scale sales of Dongwon Gochu (spicy) Tuna and Super Tuna on Amazon starting next month. Depending on future sales trends, the company plans to gradually expand its product lineup to include Vegetable Tuna, Curry Tuna, Dongwon Mat Tuna, and more. In addition, Dongwon F&B is exploring entry into Middle Eastern markets such as Qatar. Currently, Dongwon Tuna is sold in 35 countries, including the United States, Japan, Vietnam, and China.
"Koreans are crazy"... Explosive Interest Sparked by Cardi B's Words
American famous rapper Cardi B is introducing Dongwon F&B's spicy tuna on her Instagram live broadcast. Cardi B Instagram
The recent global spotlight on Dongwon Tuna was largely fueled by American rapper Cardi B's "mukbang" (eating show). Cardi B recently drew attention by introducing "Korean spicy tuna" that she bought at a supermarket during her Instagram live broadcast. She mixed the spicy tuna with rice, wrapped it in seaweed, and repeatedly exclaimed, "Koreans are crazy. The combination is perfect. It tastes amazing."
The video clip of this scene surpassed 4 million views on YouTube, and the hashtag '#GochuTunaChallenge' spread rapidly on social media, becoming a viral trend. Some overseas fans even uploaded their own videos recreating Cardi B's recipe, further fueling the "K-Tuna" craze.
'K-Food' Phenomenon Driven by Social Media
The food industry analyzes that Korean-style canned tuna has created a new consumption pattern in the U.S. market. In the past, tuna in the United States was mainly used as a sandwich ingredient, but recently, flavored tunas such as spicy, vegetable, and curry varieties have emerged as main dishes. In particular, the popularity of Korean-style spiciness has led to the rapid spread of the "K-food style"-eating seasoned seaweed with tuna-through social media.
Singer Jenny appeared on the American show "The Jennifer Hudson Show" and introduced Banana Kick as her "favorite snack." YouTube channel "The Jennifer Hudson Show"
Recently, famous figures both at home and abroad have been mentioning Korean foods one after another, further boosting the global popularity of "K-food." Earlier this year, when Jennie from Blackpink named Nongshim's Banana Kick as her favorite snack on an American talk show, U.S. exports of the product surged by 69% in just one month. Last year, Cardi B revealed that she "drove for over an hour" to eat Samyang Foods' Carbo Buldak, causing a sellout crisis in the United States.
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