Baemin Typeface Also Popular in Vietnam

Vietnam's BAEMIN 'Baemin Daniel Font' Wins Grand Prize at Red Dot Awards

Billboard in Vietnam featuring Baemin Daniel font

[Asia Economy Reporter Kim Cheol-hyun] Baedal Minjok (Baemin) is captivating local consumers in Vietnam by showcasing the font marketing it conducted in Korea. The font created in Vietnamese script won awards at a global design competition again this year, following last year.

Elegant Brothers (CEO Kim Beom-jun) announced on the 20th that Baemin Vietnam, in collaboration with a local design studio, developed the font 'Baemin Danielche,' which won the Grand Prize in the Brand & Communication Design category at the 2021 Red Dot Design Award. The Red Dot Design Award is considered one of the world's top three design awards alongside the iF and IDEA Design Awards. This is the second international award for Baemin Danielche, following last year's win at the 'Type Champions Award 2020' hosted by the global font company Monotype.

Baemin's font development is its first strategy to target the local Vietnamese market. Earlier, Baemin independently developed the 'Hanna' font in Korea during its early startup phase in 2012 and utilized it in various marketing efforts. Judging that this strategy would also work in Vietnam, Baemin developed Baemin Danielche upon entering the local market in 2019.

Baemin has increased brand awareness through various marketing methods using Danielche. The font was used on rider uniforms, merchandise, and advertisements, capturing the attention of Vietnamese consumers. Through this distinctive marketing, Baemin rose to become the second-largest company in the industry in Ho Chi Minh City, the economic center of Vietnam, within just over a year of its entry, and plans to expand its service areas from the current 16 locations to 21 by the end of the year.

Baemin plans to continuously develop fonts in the Vietnamese script. The second font following Baemin Danielche is scheduled to be unveiled in December this year. Ingiwan, Head of Overseas Business at Elegant Brothers, said, "In just over two years since entering Vietnam, Baemin has established itself as a familiar brand not only in Korea but also in Vietnam," adding, "This award recognizes not only the design quality of the font itself but also Baemin's challenge in creating new changes in the Vietnamese market."