Vietnamese Enthralled by Baemin... Becomes 4th Largest E-commerce Service Locally

Ranked 4th in the 'Vietnam E-commerce White Paper 2022'
Service in 21 Major Cities
The Delivery App with the Widest Regional Coverage in Vietnam

[Asia Economy Reporter Kim Cheol-hyun] Baedal Minjok (Baemin) was ranked fourth among leading companies providing e-commerce services in the Vietnamese market. The top ranks were occupied by global e-commerce companies. Among services that only deliver food, Baemin holds the highest rank. It is evaluated that Baemin has established itself as a service integrated into the daily lives of Vietnamese people in less than four years since its entry.

Woowa Brothers announced on the 20th that Vietnam's 'Baemin (BAEMIN)' ranked 4th in the top 10 major companies in the 'Vietnam E-commerce White Paper 2022.' This white paper was recently published by the E-commerce Digital Economy Agency under the Ministry of Industry and Trade of Vietnam. It contains a comprehensive outlook on e-commerce applications (apps). In particular, the ranking of the top 10 major local e-commerce service companies was compiled based on surveys of about 5,000 consumers and data from leading market research firms. In this ranking, Baemin appeared after Shopee, Lazada, and Grab. This is the first time Baemin has been included in this ranking.

Woowa Brothers started its food delivery app business in Ho Chi Minh City in June 2019. Now, it operates not only in Ho Chi Minh but also in 21 major cities including Hanoi and Da Nang. It has expanded to the most regions among Vietnamese delivery apps. In Vietnam, Baemin is called one of the top three delivery platforms along with GrabFood and ShopeeFood.

Billboard in Vietnam featuring Baemin Daniel font

Baemin explained that one of the reasons for its success in Vietnam was 'font marketing,' which was also effective domestically. Baemin developed its own font 'Hanna Font' in 2012 during its early startup phase and utilized it in various marketing efforts. Believing that this strategy would also work in Vietnam, Baemin developed the Baemin Daniel Font upon entering the local market in 2019. This font, which won the Grand Prize at the Red Dot Design Award, was used in various marketing methods to increase brand awareness. The font was applied to rider uniforms, merchandise, and advertisements to attract the attention of Vietnamese consumers. For example, lucky money envelopes with fun phrases written in this font became very popular. Along with the font, eco-bags featuring traditional folktales familiar to every Vietnamese person were also created, becoming a hot topic.

Based on this, Baemin ranked first for two consecutive years in 2020 and 2021 in customer satisfaction surveys for food delivery platforms conducted by the local Vietnamese market research firm Q&Me. Recently, Baemin has been providing content called 'Dining Table Blog' within the app, offering various themed content such as 'a collection of excellent restaurants at affordable prices' and 'dishes that help cool down on hot summer days.' This is to provide users with not only delivery services but also unique entertainment.

A Baemin official said, "Since entering Vietnam, through various marketing activities, we have established ourselves as a brand familiar especially to the young Vietnamese generation," adding, "We will continue to strive to provide services that consistently offer experiences satisfying to our customers in the future."