Baemin Kitchen Plays Key Role as K-Food Overseas Gateway in Vietnam

Support for Korean Franchises like Jaws Food and Attije Entering the Vietnamese Market

Baemin Kitchen 1st Branch located in Ho Chi Minh, Vietnam, and Jaws Food menu sold locally

[Asia Economy Reporter Kim Cheol-hyun] 'Baedal Minjok' is playing a pioneering role in the overseas expansion of domestic food service companies by establishing itself in the Vietnamese food delivery market. This is being done through the shared kitchen service 'Baemin Kitchen,' which gathers multiple kitchens equipped with cooking facilities in one place.

According to Woowa Brothers, the operator of Baedal Minjok, Baemin Kitchen opened its second branch in Ho Chi Minh City last June and is preparing to open the third and fourth branches in Ho Chi Minh City and the first branch in Hanoi in the second half of this year. They are continuously increasing their foothold in Vietnam.

Woowa Brothers started the food delivery app business under the name 'BAEMIN' in Ho Chi Minh City in June last year. As this business expanded, Baemin Kitchen was launched one after another. Using Baemin Kitchen allows entrepreneurs to challenge the food service business without initial investment costs such as deposits and rent. Multiple tenants can jointly purchase ingredients, reducing cost burdens. A Woowa Brothers representative explained, "Baemin Kitchen lowers the entry barrier to the food service business and reduces the cost and workload for those who want to expand their business."

For example, the domestic food service company Jaws Food decided to join Baemin Kitchen and worked together on the design process. Cooking facilities were arranged so that tenants could prepare food in the most convenient flow, and Baemin helped find local ingredient suppliers necessary for tteokbokki and gimbap. Information about the characteristics of the Vietnamese market, local eating habits, and food culture was also shared with Jaws Food. They also solved issues related to local staff training, menu development, and packaging containers together.

Jaws Food, which partnered with Baemin to target the Vietnamese market, has quickly established itself, recording an average of 150 to 300 orders per day since its launch in November last year. Besides Jaws Food, the bakery franchise Artisee has also joined Baemin Kitchen, increasing local sales. In-giwan, Executive Director of Woowa Brothers' Overseas Business Division, said, "We will grow BAEMIN into a national app in Vietnam just like in Korea and serve as a gateway for K-food to expand overseas," adding, "We are committed to overseas business with the determination to open a path for platform companies and offline companies to grow together abroad."