Baedal Minjok is launching a limited-edition drink for the BTS comeback season to promote co-prosperity and growth of small business owners. Its strategy is to expand tourism demand, which is formed by large events, to the alley areas to lead to a substantial increase in sales.
Woowa Brothers, which runs Baemin, announced that it will introduce the limited-edition drink “The City Arirang Red Aid” linked to “BTS The City Arirang Seoul” from April 6 to April 19.
This project marks the first time that global fandom marketing has been linked to small business owners. Small cafes in Jongno-gu and Jung-gu have been planned to enjoy tourism specials just in time for the release of BTS’s fifth regular album “Arirang.”
In addition to developing recipes, Baemin provides core raw materials such as omija syrup to small business cafes for free, and provides packaging materials such as disposable cups and lids. In addition, promotional materials such as posters, cup holders, and menu POPs are provided for free, allowing small cafes to implement pop-up store-level marketing.
It has also prepared consumer benefits. The Baemin app will provide 1,500 won discount coupons that can be used to order the beverage sales store and Jongno-gu and Jung-gu cafes through a pickup exhibition until April 19.
In addition, up to 50% discount coupons that can be used when ordering pickup at a local cafe with the same store price will be provided until the 12th, and access to stores will be increased through a separate icon display function on the pickup map within the Baemin app.
Baemin and small business owners hope to induce offline visits and pickup orders at the same time, leading to substantial sales expansion.
“Small stores are difficult to market globally, and it is a great help by providing free support from beverage development to promotional materials at Baemin,” said Seochon, president of La Parina Cafe, who participated in the project. “We hope that this promotion will lead to many tourists visiting the store and improving sales.”
SALLY LEE
US ASIA JOURNAL
