Baemin to Launch Subscription Bundle with Tving... Counters Coupang's "WOW Membership"

Baemin, the food delivery service, is partnering with the online video service (OTT) Tving to launch a bundled product through its own subscription service, "Baemin Club." This move is seen as a strategy to strengthen its membership competitiveness in response to Coupang's "WOW Membership."

According to the industry on May 7, Woowa Brothers, the operator of Baemin, is in discussions with Tving to introduce a new membership product based on Baemin Club. Currently, Baemin Club offers a variety of benefits for a monthly fee of 3,990 won, including free delivery fees and various coupons for groceries and shopping.

A Woowa Brothers representative stated, "We are considering collaborations with various partners to expand the benefits of Baemin Club."

Industry insiders view this partnership as a move to counter Coupang's WOW Membership.

Coupang Eats, the second-largest food delivery app, has been growing rapidly and is closely trailing Baemin. As of last month, Coupang Eats recorded 10.44 million monthly active users (MAU), marking an all-time high. This represents a 53% increase from 6.84 million in April of the previous year.

In contrast, Baemin's MAU increased only slightly from 21.74 million to 21.75 million during the same period.