Baemin, the biggest food delivery service in Korea, is transforming mealtime into a means for social connection by launching a new initiative in partnership with the Seoul Metropolitan Government to assist young adults in recognizing and combating loneliness.
Woowa Brothers, the company behind Baemin, announced the initiation of the "Meal Mate Test" campaign targeting Seoul residents in their 20s, 30s, and 40s, as a collaborative effort with the city to tackle loneliness and social isolation.
The initiative is based on a pact signed in December 2024 as part of Seoul's "Loneliness-Free Seoul" program.
The company stated that it collaborated with the city since last year on campaigns related to Baemin's pickup service to motivate socially isolated residents to venture outside, drawing approximately 140,000 participants. The Meal Mate Test utilizes Seoul's self-evaluation questionnaire regarding loneliness and social isolation.
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Participants respond to inquiries regarding their food ordering behaviors, dining choices, and methods of relaxation after a long day to determine their eating patterns and degree of social isolation. Customers that pass the test will get a 2,000-won ($1.3) coupon while supplies last. Individuals who share the event page will be entered into a raffle to win a 5,000-won pickup voucher.
The campaign is active until Tuesday, July 15, and can be accessed through a banner in the Baemin app.
The event page also presents various Seoul initiatives aimed at alleviating loneliness, such as the "Hello Loneliness 120 Call Center," which offers phone counseling, the "365 Seoul Challenge," promoting engagement in cultural and sporting events, and the "Seoul Mind Convenience Store," where locals can access counseling and participate in community activities.
Kim Joong-hyun, leader of sustainability initiatives at Woowa Brothers, stated that the campaign aimed to utilize the platform's services to mitigate social issues.
He mentioned that the company will keep collaborating with public organizations to promote healthier communities and enhance the warmth in people's everyday lives.
Korea's leading food delivery service providers — such as Baemin and Coupang Eats — are experiencing heightened regulatory scrutiny following President Lee Jae-myung's directive to enhance investigative resources for the country's antitrust agency.
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Lee has shown worry about the high commissions imposed by platforms on the sales efforts of their partner stores. He emphasized the necessity to “significantly overhaul” the commission structures of delivery app operators during his presidential campaign, stating that the commission's burden endangers the livelihoods of the self-employed.
The Fair Trade Commission (FTC) serves as the governing body for the regulatory initiative. The watchdog has highlighted the significance of creating an equitable market landscape by overseeing powerful platforms as part of its key policy goals for 2025.
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Baemin and Coupang Eats are probably included in the FTC’s purview, being the top two food delivery apps in Korea, with 21.69 million and 10.89 million monthly active users each, as of April, based on data from market researcher Wiseapp Retail Goods.