Woowa Brothers, which operates Baemin, said on the 14th that it will release limited-edition merchandise in collaboration with the YouTube channel "Jeongseobulan Kim Hamjji" (hereafter Kim Hamjji).
Kim Hamjji, which has 700,000 subscribers, is a YouTube channel that has gained popularity by wittily portraying modern people's anxious emotions and daily life through a hamster character. A video about relieving stress with delivery food after work once ranked No. 1 in views among its posts. Baemin said it planned this collaboration by focusing on the fact that Kim Hamjji, who directly sings the "Baemin song" in the video, is a character who frequently uses delivery apps.
The collaboration products unveiled this time were produced with the concept of "stress relief," reflecting Kim Hamjji's universe. There are three products in total: ▲ a pizza-shaped squishy (a product that relieves stress by repeatedly squeezing and releasing it) ▲ a keycap printed with the Kim Hamjji character ▲ photo cards packaged in a dipping sauce wrapper. Kim Hamjji's licensing partner KB Vision also participated in producing the goods.
This is seen as a strategy to go beyond simply selling merchandise and turn the very experience of using a delivery platform into content. Previously, Baemin has expanded various content and celebrity collaboration products centered on B Mart. It introduced B Mart–exclusive products from the ice cream brand "Ice Cream Society," run by Chef Kim Ho-yun, and, in collaboration with YouTuber "Yeosu Unni," released items such as "Yogurt Honey Tteok for Spring Days" and "Dubai jjondeuk cookie."
The collaboration products will be sold in limited quantities for about a week on B Mart, Baemin's instant delivery service. A Baemin official said, "We will continue our efforts to enhance the customer experience of Baemin and B Mart through various collaboration marketing."