What Is My Social Relationship Type Based on Rice?

Baemin Collaborates on Campaign to Discover and Support Isolated and Reclusive Youth

Baedal Minjok operator Woowa Brothers announced that from the 18th, they will run the ‘Social Relationship Type Test Based on Meals’ using in-app banners over two weeks. This test will be conducted in pilot project areas supporting isolated and reclusive youth by the Ministry of Health and Welfare.

When customers take the 8-question test on the event page, the results show ‘Isolation and Reclusion Risk’ types in the order of Bibimbap, Gimbap, Gukbap, Sushi, and Steamed Rice. Along with the results, the Ministry of Health and Welfare and participating local governments’ support projects for isolated and reclusive youth are introduced, and then linked to the Ministry of Health and Welfare’s ‘Isolation and Reclusion Self-Diagnosis Test’ page.

This campaign was planned by Woowa Brothers in collaboration with the Ministry of Health and Welfare and NGO Hope Friends Kia Daecheok, utilizing Baemin, a brand familiar to the 2030 generation. Isolated and reclusive youth, referring to young people who stay in limited places such as rooms or homes without relationships or interactions with others or society, are estimated to number 540,000 nationwide. Accordingly, the Ministry of Health and Welfare is conducting a pilot project with local governments nationwide to discover and support isolated and reclusive youth as part of youth care policies. Baemin prepared this event to raise social awareness of the isolated and reclusive youth issue, inform about government support projects, and help discover and support the target isolated and reclusive youth.

Previously, Woowa Brothers have conducted activities using the Baemin app to raise interest in and solve various social issues. In May, they held the ‘Finding Hidden Numbers in Delivery Homes’ event with the Ministry of Gender Equality and Family. They discovered ‘isolated and reclusive youth’ and provided the counseling number 1388 to enable support from the ministry. Through that event, they successfully identified over 200 isolated and reclusive youth.

Kim Jung-hyun, Head of Value Management at Woowa Brothers, said, “We joined this campaign to use Baemin’s brand image to broaden awareness of social issues that might feel heavy and to discover and support isolated and reclusive youth,” adding, “Woowa Brothers will continue efforts to consider and solve various social issues together.”