Seoul spotlights comfort cafes
Baemin is partnering with small neighborhood cafes in Seoul around the BTS comeback event to spotlight new comfort‑food cafés — a push that should shine a light on hidden, central Seoul gems. Expect a weekend lift for cozy spots serving familiar, local comfort dishes. (koreaherald.com)
Woowa Brothers, the operator of delivery app Baemin, has launched a support programme for small cafés in Jongno‑gu and Jung‑gu — centered on Seochon and Bukchon — scheduled to run April 6–19. (digitaltoday.co.kr; mk.co.kr) (digitaltoday.co.kr) The company will supply participating stores with limited‑edition beverage recipes, raw ingredients and subsidiary materials, plus manufacturing guides and promotional collateral at no cost. (mk.co.kr; digitaltoday.co.kr) (mk.co.kr) The activation is tied to the citywide “BTS The City Arirang Seoul” programme developed with Hybe, whose fan zones and landmark displays run through April 12 while some commercial tie‑ins extend to April 19. (koreaherald.com) (koreaherald.com) The move follows recent Woowa Brothers initiatives aimed at small businesses, including a prior delivery of 5 million paper straws to roughly 1,000 small vendors and a June 19, 2025 promise to exempt brokerage fees on orders under 10,000 won. (asiae.co.kr; yna.co.kr) (asiae.co.kr) Woowa Brothers reported consolidated sales of 4.3226 trillion won and operating profit of 640.8 billion won for the latest annual period, figures that underline the company’s capacity to underwrite promotional programmes. (biz.chosun.com) (biz.chosun.com) Targeting Seochon and Bukchon places the pop‑up menus inside established central‑Seoul neighbourhoods that will coincide with heavy fan activity and tourist programming during the comeback weekend, when city authorities expect hundreds of thousands of attendees across multiple events. (mk.co.kr; koreatimes.co.kr) (mk.co.kr) City officials and safety planners have also tightened crowd‑control measures ahead of the shows, a factor local cafés may need to manage as foot traffic swells around concert sites and fan zones. (bloomberg.com) (bloomberg.com)
