South Korean food delivery apps are gaining huge popularity in Vietnam as demand grows for simple and convenient service while Korean food and culture gains traction among young consumers.

According to global market data tracker Momentum Works, Baemin, one of the country’s leading food delivery platforms operated by Woowa Brothers Corp., accounted for 12 percent of the food delivery market in Vietnam last year, becoming the third-largest player.

Baemin is still behind Grab of Vietnam and ShopeeFood of Singapore that have a market share of 45 percent and 41 percent each but the platform has shown significant growth in just four years.

The food delivery market in Vietnam is worth $1.1 billion as of last year, up from $38 million in 2020.

Baemin offers services in 21 major cities in Vietnam, including Ho Chi Minh, Hanoi, and Da Nang.

Da Nang, in particular, is home to many Korean restaurants that sell Korean-style fried chicken, short ribs over rice, and kimchi stew, as well as various local Vietnamese cuisine.

Baemin app comes in Vietnamese and English and most of its customers are locals. Analysts note that the key to the company’s success was its exceptional customer service, user interface (UI), and its localization.

Baemin has also started to offer meal kit delivery and grocery shopping services this year. It also delivers beauty products.

“Market research showed that demand for delivery is led by young Vietnamese women,” said an unnamed official from Woowa Brothers.

Delivery K, another Korean delivery app operated by Delivery K Inc., also specializes in the delivery of Korean foods and targets Korean tourists in Vietnam.

It is also expanding its business through word of mouth. Delivery K has different food categories including Korean food, chicken, noodles, steamed food, stew, pork feet, night snack, lunch, boxed lunch, and local food, making it convenient for Koreans to order deliveries.

The products of K-Mart, a Korean grocery chain, are also delivered within 30 minutes.

Delivery K also has an “order chat” service that provides automated translations from Korean to Vietnamese and vice versa, which facilitates communication of users with locals.

By Song Kyung-eun and Choi Jieun

[ⓒ Pulse by Maeil Business Newspaper & mk.co.kr, All rights reserved]