HCMC – BAEMIN Vietnam, an online food delivery application operated by Woowa Brothers Vietnam, has picked Jinwoo Song as its new Chief Executive Officer (CEO), with effect from January 1 this year, replacing Kiwan Ihn, who has taken on a new role as Chief International Officer for Woowa DH Asia JV, headquartered in Singapore.
Song will be responsible for setting up the sustainable development strategy for BAEMIN’s operations in Vietnam, including food delivery, BAEMIN Mart, BAEMIN Kitchen and BAEMIN Studio.
“I know the current food delivery market is very competitive, so 2022 will be a very crucial year to turn to sustainable growth. BAEMIN has a unique DNA called Baeminess. Excellence, customer-centric and fun is what Baeminess represents, and this will be our main strategy for 2022,” he said.
He will also continue BAEMIN’s mission to improve the lives and wellbeing of the rider-partners while empowering and supporting the merchant-partners to reach their full potential.
“BAEMIN Vietnam will collaborate with our strategic stakeholders, including the local government, on meaningful projects to help our partners lead better lives and create shared value for the community,” said Song.
The new CEO joined BAEMIN Vietnam last April as the Chief Strategy Officer. Since then, he has actively engaged in multiple projects to improve corporate profitability, develop new business verticals and strengthen the relationship of BAEMIN with its key partners.
Before taking the helm at BAEMIN Vietnam, Song worked for a leading Korean Private Equity Fund as vice president. Prior to that, he held several senior leadership positions in South Korea and overseas, including Samsung Electronics EU and McKinsey & Company.
As 2022 begins, BAEMIN has now become a leading food delivery application in Vietnam in terms of geographical coverage, covering 21 major cities across the country such as HCMC, Hanoi, Danang, and most recently, Bac Ninh, Phan Thiet and Thai Nguyen. With the plan for continued improvement and expansion of new services, BAEMIN hopes to serve more users across Vietnam and help people enjoy great food at the location of their choice.