[Digital Today reporter Shin-hye Ahn] Woowa Brothers, the operator of Baedal Minjok, said on Thursday it will run a programme to support small cafes in Seoul's Jongno and Jung districts with the development of special limited-edition menus and promotional activities linked to 'BTS The City Arirang Seoul', being held to mark the release of BTS's fifth album.

BTS The City Arirang Seoul is a project event held across Seoul from Thursday, the release date of BTS's new album, to April 19. Events are set to include experiential content such as exhibitions, shopping and food and beverage, as well as media facades blended with the cityscape, a drone show and a music light show.

Baemin will support the development of limited-edition menus and promotions to mark BTS The City Arirang Seoul. The event is aimed at allowing small self-employed business owners to benefit from an expected increase in visits by domestic and foreign tourists to major areas in Seoul.

The support period is from April 6 to April 19. The programme targets small cafes in Jongno and Jung districts, centred on Seochon and Bukchon Streets, that are listed on the Baemin app.

First, Baemin will provide free limited-edition drink recipes evoking BTS The City Arirang Seoul, along with raw and auxiliary materials needed to make the drinks. Baemin also plans to develop recipes that consider the operating environment of small cafes and provide production guides. It will also provide special promotional materials to decorate the inside and outside of stores for BTS The City Arirang Seoul, including drink sleeves and official posters.

The company plans to actively support increased cafe visits and orders by offering a pickup discount promotion on the Baemin app during the event period and providing pickup discount coupons that can be used at participating stores. Woowa Brothers expects the mutually beneficial cooperation project, linking a large-scale festival with local commercial districts, will contribute to boosting sales for local small merchants and self-employed business owners, while also revitalising alleyway commercial areas.

Kim Joong-hyun (김중현), head of Woowa Brothers' sustainability management office, said, "We prepared this programme so that small cafe owners can also create new sales opportunities to coincide with the BTS comeback event." He added, "We will continue to pursue differentiated win-win activities that can grow together with small merchants."