BAEMIN Vietnam appoints new CEO

Jinwoo Song, the new CEO of BAEMIN Vietnam

Jinwoo joined BAEMIN Vietnam last April as the chief strategy officer. Since then, he has engaged in multiple projects to improve corporate profitability, develop new business verticals, and strengthening the relationship of BAEMIN with its key partners.

“It gives me great pleasure and excitement to have been appointed CEO at BAEMIN Vietnam at such a critical time for both the country and the food delivery industry,” shared Jinwoo. “Our entire operations were put to the test during the pandemic and the roles of food delivery and rider-partners have become more vital than ever to supporting the community during lockdowns. I am deeply touched to see how our stakeholders, including the government, partners, and customers, have joined hands to combat COVID-19. Together with the dedicated and resilient team of BAEMIN Vietnam, I am looking forward to playing our part to create sustainable impacts for our stakeholders, helping create and nurture the local food ecosystem.”

In this new role, Jinwoo 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 into sustainable growth. BAEMIN has a unique DNA called Baeminess. Excellence, customer-centrism, and fun represent the meaning of Baeminess well, and Baeminess will be our main strategy for year 2022.”

Jinwoo will also continue BAEMIN’s mission to improve the lives and wellbeing of the rider-partners while empowering and supporting the merchant-partners so they can 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 values for the community”, said Jinwoo.

Before taking the helm at BAEMIN Vietnam, Jinwoo worked for a leading South Korean Private Equity Fund as vice president. Prior to that, he was holding several senior leadership positions both in South Korea and overseas including at Samsung Electronics EU and McKinsey & Company. He is an MBA holder from one of the world’s best business schools in Switzerland – IDM.

As 2022 begins, BAEMIN has now become the number one food delivery application in Vietnam in terms of geographical coverage, covering 21 major cities across the country. 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.