Is There a Baemin Counseling Center in the Hotspot Seongsu-dong?

'Il Munhwa' Conference Content... Last Month's Book Launch Commemorative Popup Exhibition
'Human Intelligence Work Concern Collection Box' Providing Answers to Visitors' Worries

Baedal Minjok's Exhibition "We Buy Your Work Worries"

Seoul Forest Road in Seongsu-dong, Seoul, known as a hotspot area, saw the opening of a consultation center for work-related concerns last month. Although there is no signboard, the glass window displays the phrase "We buy your work worries." The place, which offers to listen to anyone’s work-related concerns, is run by Woowa Brothers, the operator of the delivery app Baedal Minjok (Baemin). Why did a delivery app company open a consultation center for work worries?

The background for Baemin setting up an offline space under the slogan "We buy your work worries" traces back to the "What is this work! Conference" held in April, themed around "work culture." At the conference, speakers including Kim Bong-jin, chairman and founder of Woowa Brothers, CEO Kim Beom-jun, Han Myung-soo, Chief Creative Officer (CCO), Jang In-sung, Chief Branding Officer (CBO), and Ahn Yeon-ju, Head of People, shared their thoughts and experiences about work. The conference was organized to collectively reflect on the meaning of work, and the content along with the thoughts of Baemin employees were published last month in a book. The work consultation center in Seongsu-dong is described as a pop-up exhibition commemorating the publication of this book. Choi Kyung-jin, a marketer from Baemin’s Corporate Branding Team who planned the exhibition, said, "We felt it was a pity to keep the 'What is this work! Conference' only as a video, so we turned it into a book, and the idea to create a new kind of event led to opening the 'We buy your work worries' exhibition."

The exhibition, held from June 28 to July 10, was filled with content related to the book. Notably, the "Human Intelligence Work Worry Collection Box," which allowed visitors to participate directly, stood out. Visitors wrote their current work worries on prepared questionnaires and submitted them into the collection box. Baemin staff, claiming to be a "state-of-the-art human intelligence bot," then provided a sentence from the "What is this work!" book that matched the worry as a hint to find a solution. Over 1,000 worries were collected as many visitors participated. Additionally, various work worries left on the questionnaires were displayed together so that people with similar concerns could feel encouragement and comfort. Baemin also released a "Project Report" documenting the entire process of preparing this exhibition as a way to share reflections on working methods. This document, published on Baemin’s corporate blog, went viral and was viewed by more than 5,000 people.

Marketer Choi said, "We wanted to give visitors time to reflect on what work means to them, whether they are doing well, and what their worries are by looking over work-related questions and the worries submitted by others."

This content was produced with the assistance of AI translation services.