Kakao Mobility Acquires 49% Stake in 'Hwamul Madang'... Digital Support for Intermediate Logistics Market
[Asia Economy Reporter Yuri Choi] Kakao Mobility is acquiring a 49% stake in the freight brokerage platform 'Hwamul Madang' to support the digitalization of the intermediate logistics market.
On the 11th, Kakao Mobility announced that it had signed an agreement to acquire a 49% stake in Hwamul Madang, a freight brokerage platform. Hwamul Madang is an integrated freight information brokerage network jointly established by the National Freight Truck Transportation Brokerage Association (hereafter the Brokerage Association) and KT. It is a platform that connects shippers who want to send goods with carriers who transport them, an area where digital transformation has been relatively slow.
As the industry's need for digitalization of logistics environments grows, the Brokerage Association requested collaboration to improve the existing brokerage infrastructure and create a sustainable industrial ecosystem, leading to the signing of the business agreement.
A Kakao Mobility official said, "During discussions on specific collaboration plans, we agreed to support the digital transformation of Hwamul Madang, the freight information network operated by the Brokerage Association, and decided to invest in equity for close cooperation."
However, they emphasized that this is not a direct market entry but an attempt to collaborate with the existing industry. They added that it is in the same context as opening brokerage services together based on collaboration with the Rent-a-Car Association to help small and medium rent-a-car operators expand their user demand touchpoints.
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The Kakao Mobility official explained, "To digitalize transportation data, it is necessary to acquire an 'order touchpoint,' and since Hwamul Madang already secures many brokerage customers, we expect ripple effects from improvements. By digitalizing tasks that were previously done inefficiently and manually, we can enhance work convenience and expect cost efficiency effects."
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