Baedal Minjok and Seoul Launch the 'Bobmate Test' to Help Ease Isolation and Loneliness Among People in Their 20s to 40s; Pickup Coupons to Be Offered
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Overview and background of the 'Bobmate Test' campaign
Woowa Brothers said on July 7 that it will launch the 'Bobmate Test' campaign for Seoul residents in their 20s to 40s together with the Seoul Metropolitan Government. The campaign is part of the 'Lonely-Free Seoul' agreement signed in December 2024 between Baedal Minjok, known as Baemin, and the Seoul Metropolitan Government, and aims to help ease loneliness and isolation among citizens.
Cumulative participation and cooperation history
Since 2025, Baemin and the Seoul Metropolitan Government have run promotions using pickup services to encourage people at risk of social withdrawal to go outside and take part in activities. About 140,000 people have participated in the related promotions so far.
Structure of the Bobmate Test and its link to pickup services
The Bobmate Test was developed based on Seoul's self-check tool for loneliness and isolation. It consists of questions about food delivery habits, how people behave when eating with others, and how they relieve a tiring day. Participants can find out what type of meal style they prefer. Customers who take the test will receive a 2,000 won pickup coupon on a first-come, first-served basis, and those who share the event page will be entered into a drawing for a 5,000 won pickup coupon.
Event operation and policy guidance
The event can be accessed through an in-app banner until July 15, 2026. The event page also introduces Seoul's policies related to loneliness. These include the 'Goodbye Loneliness 120 Call Center,' which provides phone counseling for citizens in need due to social isolation; the '365 Seoul Challenge,' which encourages participation in outside activities such as cultural and sports programs; and the 'Seoul Mind Convenience Store,' where citizens can stay freely and take part in counseling and programs.
Woowa Brothers' position and future direction
Kim Joong-hyun, Chief Sustainability Officer at Woowa Brothers, said, "We planned this campaign to help prevent social problems by using Baemin's service features." He added, "We will continue to work with various organizations to bring warmth to citizens' daily lives and contribute to building a healthier society." Since 2024, Baemin has been running regular annual campaigns with the Seoul Metropolitan Government, while also promoting policies that support young people and teenagers who are socially isolated or withdrawn in cooperation with the Ministry of Health and Welfare and the Ministry of Gender Equality and Family.
Who: Baedal Minjok (Woowa Brothers) and the Seoul Metropolitan Government
When: Announced on July 7, 2026; event runs until July 15, 2026
Where: In-app banner and event page on the Baedal Minjok app
What: A 'Bobmate Test' campaign for Seoul residents in their 20s to 40s — a participatory campaign designed to ease loneliness and isolation by diagnosing meal habits and preferences
How: Coupons linked to Baemin's pickup service, including a 2,000 won pickup coupon on a first-come, first-served basis and a 5,000 won pickup coupon through a lottery; the test is based on Seoul's self-check tool for loneliness and isolation, and Seoul's related policies are also introduced, including the 'Goodbye Loneliness 120 Call Center,' the '365 Seoul Challenge,' and the 'Seoul Mind Convenience Store'
Why: To carry out the Baemin-Seoul 'Lonely-Free Seoul' agreement signed in December 2024 and help address loneliness and social isolation among citizens
Q1. What benefits can participants receive from the Bobmate Test?
Customers who take the test will receive a 2,000 won pickup coupon for pickup orders on a first-come, first-served basis. Those who share the event page will be entered into a drawing for a 5,000 won pickup coupon. The event can be accessed through a banner in the Baemin app until July 15, 2026.
Q2. Are there examples of campaigns linked to delivery apps that aim to ease loneliness and isolation?
Based on the 'Lonely-Free Seoul' agreement with the Seoul Metropolitan Government, Baemin has run promotions using pickup services to encourage people at risk of social withdrawal to go outside and take part in activities, drawing a cumulative total of about 140,000 participants. This Bobmate Test campaign is also part of the same agreement and is being rolled out for Seoul residents in their 20s to 40s.
Q3. What pickup-service-linked event encourages outside activities to prevent social isolation?
Baemin's Bobmate Test is the event in question. Participants in the test, which was developed based on Seoul's self-check tool for loneliness and isolation, receive pickup order coupons. The event page also introduces Seoul's loneliness-related policies, including the 'Goodbye Loneliness 120 Call Center,' the '365 Seoul Challenge,' and the 'Seoul Mind Convenience Store.'
This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.
