BAEMIN Vietnam appointed new Chief Executive Officer

Press Release

Ho Chi Minh City, 5 January 2022 – BAEMIN Vietnam – the current leading food delivery application in terms of geographic coverage – has appointed Jinwoo Song as its newest Chief Executive Officer (CEO) since Jan 1, 2022. Mr Jinwoo replaces Mr Kiwan Ihn – who has taken on the new role as Chief International Officer for Woowa DH Asia JV in Singapore.


Mr Jinwoo 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 while strengthening the relationship of BAEMIN and its key partners.


Mr. Jinwoo Song, New CEO of BAEMIN Vietnam 


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 enabled by technology” shared Jinwoo. “I joined BAEMIN Vietnam when the 4th wave of Covid-19 emerged. Our entire operations were put to the test and the role of food delivery, and the rider-partners have become vital to supporting the community during lockdowns. I am deeply touched to see how our stakeholders including the government, the partners and the 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 a sustainable impact for our stakeholders, helping create and nurture the local food ecosystem.” 


BAEMIN Vietnam is the current leading food delivery application in terms of geographic coverage


In this new role, Mr Jinwoo will be responsible for building 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-centric”, and “fun” represent the meaning of Baeminess well, and the Baeminess will be the main strategy for our 2022.” 


Mr 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”, shared Jinwoo.


The BAEMINess would be the main strategy for 2022


Before taking the helm at BAEMIN Vietnam, Mr Jinwoo worked for a leading Korean Private Equity Fund as the Vice President. Prior to that, he was holding several senior leadership positions both in Korea and overseas including 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 1 food delivery application in Vietnam in terms of geographical coverage, covering 21 major cities across the country such as Ho Chi Minh City, Hanoi, Da Nang, Can Tho, Hai Phong, and most recently Bac Ninh, Phan Thiet, 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.



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