Baemin "A Brand Delivering Not Only Food but Also Stories Behind the Food"
Woowa Brothers, the operator of the delivery app ‘Baedal Minjok (Baemin)’, is participating in the Seoul International Book Fair, the largest book festival in Korea. Attention is focused on the fact that a company running a delivery app has set up a booth at this event, which is being held for the first time in three years due to the COVID-19 pandemic. Baemin plans to exhibit food-related content to communicate with visitors.
According to Woowa Brothers on the 31st, Baemin will participate in the Seoul International Book Fair held at COEX, Seoul, from next month 1st under the theme ‘Exhibiting Unwritten Books’. Baemin will display food-related written content that it has written and collected over the past 10 years at a booth of about 170㎡.
Regarding the reason for setting up a booth at the Seoul International Book Fair, which is mainly attended by publishers, a Baemin official explained, "We wanted to convey that Baedal Minjok is a brand that delivers not only food but also stories related to food." Baemin actually publishes a newsletter called ‘Weekly Baejjangi’ that deals with everyday food stories every week. Weekly Baejjangi started in April 2020 and has published 112 issues to date. It consists of content such as ‘The Taste of Living These Days’, where a new writer serializes food essays every month; ‘Baemin B-hind’, which introduces behind-the-scenes stories of the Baedal Minjok brand; ‘Preference Research Institute’, which deals with food preference stories; and ‘New Product Research Institute’, which contains reviews of new products.
Among these, ‘The Taste of Living These Days’ is a collection of food essays written by twelve young writers in their own language, which was also published as a book this year. The book includes writings about food by young authors such as Kim Gyeoul, Kim Honbi, Park Seoryeon, Son Hyun, Lim Jina, Cheon Seonran, and Choi Minseok. The food documentary magazine ‘F’, which deeply explores a single ingredient, is also part of Baemin’s accumulated food content. Published bimonthly, it has covered 20 topics ranging from salt to kitchen tools.
In addition to the exhibition, programs for visitors have also been prepared. Baemin explained that visitors can participate by writing their own answers to ‘Questions about Food’ prepared by Baemin. Baemin plans to offer visitors the experience of becoming writers by writing their own stories about food in the ‘unwritten book’. A Baemin official said, "At the Seoul International Book Fair, where book lovers gather, we aim to convey the stories accumulated by the Baedal Minjok brand while also collecting the stories of the visitors."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
