Baemin's operator, Woowa Brothers, announced on August 6 that its flagship social contribution initiative, the 'Baemin Lunchbox' campaign video, has garnered millions of views, receiving widespread acclaim.
The Baemin Summer Lunchbox program addresses the care gap and food insecurity for children during school breaks by delivering lunchboxes and meal vouchers through school teachers while checking in on the children. Since its inception during the pandemic in 2020, the program has supported approximately 180,000 meals for 7,483 children.
The recently popular content features an offline campaign video titled 'Delicious Support for You by Baemin Lunchbox,' which was launched at the National Youth Sports Festival in Busan in May. The campaign aimed to cheer on young athletes' hard work and dedication.
To support youth athletes who often struggle to enjoy their favorite foods due to strict training and weight management, Baemin set up food trucks near venues for taekwondo, hockey, wrestling, and archery events, offering popular items like chicken, pizza, tteokbokki, and shaved ice.
The video documenting this event surpassed 5 million views on YouTube just 13 days after its release and has currently accumulated 5.32 million views.
Last May, Baemin also launched the 'First Delicious Day by Baemin Summer Lunchbox' campaign for Children's Day. The video, which showcased the process of setting up food trucks in elementary school playgrounds for children in mountainous areas with limited access to restaurants, has garnered approximately 8.87 million views.
Choi Jong-seok, head of branding at Woowa Brothers, stated, 'It seems that many people resonated with the genuine reactions of the cheerful children. We will continue to create warm content that conveys Baemin's sincerity.'
* This article has been translated by AI.
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