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Charting a New Era: Leadership Shift at Baemin’s Parent Company Promises Innovation and Growth
Delivery Hero SE, a global powerhouse in the online delivery industry, has announced the appointment of Bum Seok Austin Kim as the CEO of its Korean subsidiary, Woowa Brothers. Woowa operates the widely popular food delivery platform Baedal Minjok (Baemin). The decision, effective immediately, was approved by Woowa’s Board of Directors, marking a significant leadership shift.
Kim takes over from Pieter-Jan Vandepitte, Delivery Hero’s Chief Operating Officer, who had served as interim CEO since July 2024. Vandepitte expressed confidence in Kim’s leadership, highlighting his entrepreneurial acumen and deep expertise in platform delivery technology as pivotal to Woowa’s future success.
A Proven Innovator Joins the Helm
Bum Seok Austin Kim brings a wealth of experience to the role, having held senior leadership positions in prominent global on-demand platform businesses. His notable achievements include introducing food delivery platform Glovo and ride-hailing app Uber to Turkey. Most recently, he served as the founding CEO of Trendyol Go, a leading Turkish e-commerce platform, where he played a transformative role over five years. Kim, an alumnus of George Washington University with a degree in International Affairs and Economics, is well-equipped to lead Woowa Brothers into its next chapter.
Vision for Woowa Brothers
In his first address as CEO, Kim emphasized his commitment to enhancing customer experiences and upholding Baemin’s reputation for exceptional delivery services. He also outlined ambitions to explore new growth opportunities and contribute to advancing Korea’s local commerce landscape.
Kim’s appointment underscores Delivery Hero’s strategy to bolster its presence in Korea’s highly competitive market while continuing to deliver innovation and profitability. As Woowa Brothers enters this new leadership phase, the company is poised for a transformative journey that will redefine the future of delivery services in Korea.
This leadership transition sets the stage for an exciting chapter at Woowa Brothers, signaling renewed focus on innovation, customer-centricity, and sustainable growth.
