Request boxes typically hold practical notes like "Please don't ring the bell" or "No cucumbers, please." But Baemin discovered a different kind of sentence among them. A customer thanking a restaurant for staying open on a Lunar New Year spent alone. A parent asking that a meal reach their sick daughter in her dorm while it's still warm. They never meet, yet a single line weaves the customer, the restaurant, and the rider into one narrative.
The campaign shares these stories through actual order receipt images. A cake ordered the day before a father's retirement, with a request celebrating his last day at work. A parent ordering food for their daughter, writing "I hope she can eat it while it's warm." Baemin says these short letters transform the essence of delivery.
Food goes to an address, but hearts arrive first. A single line in the request box turns delivery from a simple transaction into a relationship. Baemin has proven this small space can be a channel connecting person to person. Delivery carries more than just food. What kind of feeling have you ever written in a request box?
FAQ
What is Baemin's 'Shortest Letters Inside a Delivery App' campaign?
It's a brand campaign where Baemin compiled and shared heartfelt messages customers wrote in the delivery app's request field. Through actual order screenshots featuring stories like celebrating a father's retirement or parents worrying about a sick daughter, it conveys how delivery means more than just food.
What kind of requests were featured in Baemin's campaign?
A customer thanking a shop open on Lunar New Year spent alone, parents asking to deliver while it's still warm to their daughter sick in the dorm, and a cake order placed the night before a father's retirement. All are real sentences written in Baemin app request fields.
What do people usually write in delivery app request fields?
Most write short practical requests like "Don't ring the bell" or "No cucumbers please." But Baemin discovered a different kind of sentence in between—ones filled with gratitude, celebration, and concern—and turned them into this campaign.
