A Baemin delivery rider in Seoul / Yonhap
Baemin, Korea's largest food delivery platform, is turning mealtime into a tool for social connection, launching a new campaign with the Seoul Metropolitan Government aimed at helping young adults identify and overcome loneliness.
Woowa Brothers, the operator of Baemin, said Tuesday it launched the "Meal Mate Test" campaign for Seoul residents in their 20s, 30s and 40s as part of its partnership with the city to address loneliness and social isolation.
The campaign follows an agreement signed in December 2024 under Seoul's "Loneliness-Free Seoul" initiative.
The company said it has worked with the city since last year on promotions tied to Baemin's pickup service to encourage socially isolated residents to leave their homes, attracting about 140,000 participants.
