Baedal Minjok更换品牌角色，正文附带Uber收购Delivery Hero传闻

Baedal Minjok, Korea's leading food delivery platform, has selected a hedgehog and a crane as its new characters to succeed "Baedali," the mascot retired last year.
Woowa Brothers, which operates Baedal Minjok, unveiled the new characters at a recent founding anniversary event for employees, according to industry sources on the 17th.
The new characters are "Dochi," derived from the Korean word for hedgehog, and "Hak," meaning crane. The names were inspired by the fact that saying them in quick succession sounds like "dochak," the Korean word for "arrival." The naming is interpreted as capturing Baedal Minjok's core value of delivering food to customers quickly and accurately, while also reflecting that customers are happiest at the moment their delivery arrives. The choice was also influenced by the fact that hedgehogs and cranes are regarded as positive animals symbolizing fortune and wealth in both Eastern and Western cultures.
The move is seen as part of a rebranding effort that began last year to mark the 15th anniversary of the launch of the Baedal Minjok service. Last year, Woowa Brothers announced its "Baemin 2.0" rebranding plan, which included revamping branding elements such as replacing "Baedali," the platform's signature mascot, and "Hanna," its signature font widely known as "Baemin font." Woowa Brothers subsequently applied a new mint color to the Baedal Minjok app and introduced "WORK," its self-developed typeface. The app design was also revised into a more intuitive and consistent form than before.
The industry views Baedal Minjok as seeking to strengthen a younger and more approachable brand image through the new characters. In particular, as platform companies focus on differentiating brand experiences beyond simply competing over service functions, the effort is interpreted as an attempt to strengthen branding and expand the connection with users.
Meanwhile, foreign media reported that Uber is set to acquire Delivery Hero for about 12.5 billion euros (about 21 trillion won). Delivery Hero owns Woowa Brothers.
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