Didim Signs MOU for Global Hallyu Project Combining K-Content and K-Food

[Asia Economy Reporter Jang Hyowon] Global dining company Didim announced on the 14th that it has signed a Memorandum of Understanding (MOU) for global Hallyu business with webtoon platform company ‘Toomics’ and drama production specialist ‘IWill Media’.

Through this MOU, the three companies plan to expand Hallyu content such as food, webtoons, and dramas by combining K-content and K-food.

Toomics and IWill Media will use all brands and stores owned by Didim as backgrounds or materials for webtoons and dramas respectively. Didim owns 16 brands including Baekjewon, Tokyo Hana, and Mapo Galmaegi, and currently operates 42 stores in 10 countries worldwide. Didim will actively support the new webtoon and drama business, and if there are joint profit projects, it plans to further expand partnership operations.

The companies that signed the agreement with Didim are webtoon and drama production companies.

Among Toomics’ works, ‘Taekbae Gisa’ (Delivery Man) is scheduled to air on Netflix in the second half of this year. With a production cost of about 25 billion KRW, it stars Kim Woobin, Song Seunghun, and Esom. ‘Taekbae Gisa’ is a post-apocalyptic webtoon where, due to air pollution, outdoor activities are restricted and only delivery services are used.

IWill Media produced ‘Hwanggeum Gamyeon’ (Golden Mask), which has been airing since May and has recorded a viewership rating of over 15%. It also has various talents such as director Yoo Hyunki of ‘My Daughter Seoyoung’ and writer Lee Sunhye of the ‘Reply’ series. Recently, on the 12th, it was acquired by global alternative investment and venture studio NPX for 12.9 billion KRW.