Baemin Becomes a Live Broadcast Foodie Spot Beyond Delivery... Watched by 55 Million People

Last March, 'Baemin Shopping Live' Reaches 54.97 Million Cumulative Views in Less Than a Year
Specialized Baemin Customer Content Including Partner Meal Kits and Gift Certificates

Baemin (Baedal Minjok) is evolving from a delivery app into a live commerce platform. Since launching 'Baemin Shopping Live' in March last year and entering the live commerce market, it has gained popularity with a cumulative total view count reaching 55 million in less than a year. The strategy of focusing on food-related products, leveraging the platform power with over 20 million monthly visitors, is considered effective. As the live commerce market continues to grow, it is expected to become Baemin's new revenue source following delivery.

According to Woowa Brothers, the operator of Baemin, as of the end of last month, Baemin Shopping Live recorded a cumulative total view count of 54.97 million. The total number of broadcasts exceeded 760, with an average of about 72,000 views per broadcast. This indicates that more than 70,000 viewers watch each product launch, solidifying its position as a live commerce platform.

◆Big Success with Live Commerce=As Baemin establishes itself as a live commerce platform, success stories continue. On the 9th of last month, a broadcast selling four types of Kyochon Chicken menu gift certificates attracted attention due to the advantage of being usable immediately for Baemin orders after purchase. The peak concurrent viewers reached about 5,500, and the daily views hit 360,000. The transaction amount was approximately 500 million KRW.

The November broadcast selling Grandma Park Makrye’s soup tteokbokki meal kits was watched 270,000 times and sold out 36,000 units. The October broadcast selling Pelicana Chicken gift certificates had a cumulative view count of about 730,000 and sold about 430 million KRW worth. In July, Grandma Park Makrye’s bibim noodles and soy sauce noodles sets sold out within one minute of the broadcast. A Baemin representative explained, "Consumer response continues as we discover products optimized for live commerce and combine Baemin’s unique content composition and marketing know-how."

◆Baemin Emerges as a New Growth Engine=Baemin has been preparing for entry into live commerce for a long time, including establishing related internal teams since 2020. The first live broadcast was set at a rice cake shop to match the opening atmosphere, successfully capturing customers' attention by selling North Korean-style injeolmi from ‘Gyeonggi Tteokjip’ in Mangwon-dong, Seoul, which is famous on social media (SNS). Since then, Baemin leveraged the advantage of having many members in their 20s and 30s familiar with live commerce, rapidly rising as a popular channel for ‘food live broadcasts’ in a short time.

In particular, Baemin differentiated itself from existing live commerce by offering content specialized for Baemin customers, such as meal kit products of popular menu items from selected local delivery restaurants and exclusive brand gift certificates that can be easily ordered for delivery within the Baemin app. Industry experts note that Baemin’s unique B-grade sensibility and witty marketing know-how have accumulated in the content, resulting in high average viewership per broadcast.

The reason Baemin, the number one delivery company, is focusing on live commerce is due to the significant growth potential of this market. According to Kyobo Securities Research Center and the Korea Internet & Security Agency (KISA), the live commerce market size, which was 4 trillion KRW last year, is expected to grow to the 10 trillion KRW range by 2023. A Baemin representative said, "Going forward, Baemin Shopping Live will establish itself as a channel introducing delicious food through collaborations with various partners and nationwide popular restaurants."