South Korean food delivery giant Baemin, operated by Woowa Brothers, has witnessed a remarkable surge in orders from international visitors, quadrupling its volume in the first half of this year.
The company reported a substantial 331 percent increase in order volume and a 308 percent rise in transaction value during the same period. This growth is primarily driven by payments made via foreign-issued credit cards and popular global services including WeChat Pay, Alipay, and Apple Pay.
Notably, Baemin distinguishes itself as the sole major domestic delivery application in South Korea to fully support both foreign-issued credit cards and a comprehensive range of international payment platforms.
This impressive growth coincides with a record-setting year for inbound tourism to South Korea. The Ministry of Culture, Sports and Tourism reported over 10 million foreign visitors in the first half, with nearly 2 million arriving in May alone. This influx was significantly boosted by tourists from China and Japan, alongside increasing numbers from long-haul destinations like North America and Europe.
A key factor contributing to this accessibility is Baemin’s multi-language support, introduced in February. The platform now offers English, Chinese, and Japanese interfaces, utilizing generative artificial intelligence (AI) to seamlessly interpret menus and all in-app content, making ordering effortless for global users.
The burgeoning trend also underscores how deeply food delivery applications have integrated into the modern foreign visitor’s experience of Korea, even during brief stays. A striking indicator of this integration is the astronomical 520 percent year-on-year surge in late-night orders.
Among popular choices, chicken maintained its position as the undisputed top category for international users, seeing a 281 percent year-on-year increase. Cafe and dessert orders followed closely, climbing 298 percent, while fast food orders also saw a significant jump of 292 percent.
“We’re witnessing visitors embrace late-night delivery as an integral part of the authentic Korean experience,” stated an official from Woowa Brothers. “It offers them a unique window into the daily lives and culture of Koreans.”
