Hanwha Ocean, which failed to secure a stake in Canada's next-generation submarine project worth 60 trillion won, is drawing attention by releasing a promotional video detailing the failure process.

Hanwha Ocean recently uploaded a 2-minute and 49-second video titled "Thank You to Everyone Who Supported the Canadian Submarine Project" on its official YouTube channel.

It is unusual for a company that suffered a setback in an overseas defense bidding battle to officially produce and release video content containing the failure process and regrets, beyond a simple statement.

The video captures the three-year journey of promoting the excellence of South Korean submarines locally in Canada, along with the pledge, "We poured everything we could into this, but we fell a little short," and "We will engrave this bitter lesson in our hearts and find more definite alternatives."

Hanwha Ocean notably produced separate Korean and English versions, conveying tailored expressions of gratitude to officials in South Korea and Canada, respectively.

Rather than contesting the results or criticizing the ordering country, the company lowered its stance by reflecting on its shortcomings.

In response, YouTube has seen a flood of nearly 4,000 supportive comments, such as "There is no need to look back, just run forward only," and "We are proud to see you do your absolute best until the end."

Industry insiders evaluate Hanwha Ocean's latest video as a sort of "clever strategy" to enhance its brand image by highlighting the experience and technological prowess gained in the global market, rather than leaving the failure of the Canadian bidding battle as a mere setback.

Meanwhile, Hanwha Ocean is now competing with HD Hyundai Heavy Industries, with whom it previously teamed up as a "one team" for the Canadian next-generation submarine project, over an 800 billion won Thai submarine project.

Reported by Lee Hyeon-yeong | Video by Lee Eui-seon | Design by Yang Hye-min | Produced by SBS Digital News