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The number of foreign tourists experiencing K-Food through domestic delivery applications is increasing. This trend is emerging as a new form of tourism, with visitors enjoying Korean food culture by ordering delivery to places like accommodations rather than restaurants. As a result, payments by foreigners through delivery apps are also rising rapidly.

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According to Woowa Brothers, the operator of Baedal Minjok, on May 13, foreigner payment volume in the first quarter of this year increased approximately 3.7 times compared to the same period last year. This trend became especially noticeable at the end of last year. Starting in December, foreigner payments surged by 300% year-on-year each month, and last month they skyrocketed to 14 times the previous year's level.

This is because foreign tourists visiting Korea are conveniently finding and ordering foods they have seen in K-content such as dramas, movies, and social networking services (SNS) through delivery apps. An industry official commented, "So-called K-Delivery is emerging as a new channel for experiencing K-Food," adding, "This change is particularly evident in tourist hotspots such as Myeongdong, Hongdae, Itaewon, and Jeju."

Baemin App Store List, Store Detail Screen English Application Example. Woowa Brothers.

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Baemin provides English, Chinese, Japanese, and other language support for foreign users, as well as global payment options such as overseas credit cards, WeChat Pay, and Alipay Plus.

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As of last month, these overseas payment methods were used most frequently in Yeonhui-dong, Seodaemun-gu, Seoul. The area is densely populated with foreign educational institutions and residences and has recently emerged as a "hot place" among tourists following Seongsu-dong. With the increase in foreign visitors and consumption, delivery orders have naturally risen as well.

The second most popular area for orders with overseas payment methods on Baemin last month was Jayang-dong, Gwangjin-gu, Seoul. The Chinese food culture street in Jayang-dong attracts tourists, and international students from nearby universities and residents of Chinese descent are also actively placing delivery orders. The third most popular area was Yeoksam-dong, Gangnam-gu, Seoul, a region visited by many medical tourists. In areas such as Teheran-ro, there is continuous consumption by high-income foreign businesspeople, leading to increased delivery orders as well.

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Industry insiders expect that the influx of foreigners as new users will provide a new growth engine in the saturated delivery app market, especially as the number of foreign tourists visiting Korea continues to increase.

According to the Ministry of Culture, Sports and Tourism, 4.76 million foreign tourists visited Korea in the first quarter of this year, the highest figure ever recorded for a first quarter. For businesses listed on delivery apps, the increase in new customers is also expected to help drive sales growth. An industry official stated, "Foreign orders can lead to the expansion of the delivery app market," adding, "Delivery platforms are also focusing on improving convenience for foreign users."