Baemin, Truly Passionate About Food Stories, Even Published a Book

Publication of Food Essay 'The Taste of Life These Days 2' on the 22nd
Collection of Newsletter Series Articles

Baedal Minjok (Baemin) has published an essay book about food. Twelve young writers who have recently gained popularity in bookstores, including Gosuri, Kim Mincheol, Kim Shinji, Lee Rang, and Jung Ji-eum, participated. Each wrote about a meal that brought comfort in their daily lives. We looked into why the delivery application (app) is publishing a book with content about food.

On the 22nd, Woowa Brothers announced the publication of the food essay book "Yojum Saneun Mat 2" (The Taste of Living These Days 2). It is a collection of essays serialized in Baemin's newsletter "Weekly BbaJjang-i," which is sent out every Thursday morning. In addition to the previously serialized essays, one additional essay per writer was included for the book.

"Yojum Saneun Mat" is also the name of a corner in the newsletter. The first volume under this name was published last year and resonated with readers. Volume 1 included food essays written in each writer’s own language by authors such as Kim Gyeoul, Kim Honbi, Park Seoryeon, Son Hyun, Im Jina, Cheon Seonran, and Choi Minseok. The book went into a second printing immediately after publication and is currently in its third printing. It also ranked third in the essay category on online bookstores like Aladin. Following this, the essays published in the newsletter were collected again to release the second book this time. Kim Sangmin, team leader of the BbaJjang-i team at Woowa Brothers, said, "The purpose of Yojum Saneun Mat is to show how many stories are contained in our one meal," adding, "We hope that through the book, the moments of daily meals each person faces will feel a little more special."

Baemin has steadily accumulated food-related content. The newsletter "Weekly BbaJjang-i," where "Yojum Saneun Mat" is serialized, started in April 2020 and has published 152 issues to date. Baemin formed a dedicated team to fill Weekly BbaJjang-i with food content, and currently, four editors participate in its production. The main content of the newsletter is stories about food in daily life. It consists of content such as "Yojum Saneun Mat," where writers serialize food essays; "Baemin B-Behind," which introduces behind-the-scenes stories of the Baedal Minjok brand; "New Product Lab," which contains reviews of new products; and "Chwijon Lab," which deals with food preference stories. For example, in the recently published 152nd issue, "Chwijon Lab" introduced unique student cafeterias (hak-sik) at universities nationwide.

In addition, Baemin also publishes the food documentary magazine "F," which selects one ingredient and explores it in depth. It is a bimonthly magazine that has covered 25 topics, starting from salt and recently tea. Last year, Baemin participated in the Seoul International Book Fair. The purpose was to convey the food stories accumulated so far while collecting stories from visitors. A Woowa Brothers representative said, "Baedal Minjok wanted to convey that it is a brand that delivers not only food but also the stories related to food."