How 배달의민족’s Collaboration with 정서불안 김햄찌 is Revolutionizing Stress Relief: Exclusive Merchandise Launch

Woowa Brothers, the company behind the Baemin delivery app, teamed up with the popular YouTube channel “Kim Hamjji: Emotional Anxiety,” which has over 700,000 subscribers, to release limited-edition merchandise. The collaboration was announced on May 14.

“Kim Hamjji: Emotional Anxiety” uses a hamster character to capture the everyday anxieties of modern life, and it has gained a devoted following. Videos showing how the creator unwinds by ordering delivery after work have racked up the most views, and content featuring the Baemin song has shown the channel’s affection for the app—making this partnership a natural fit.

The merch collection centers on stress relief and reflects Kim Hamjji’s playful world. The set includes a pizza-shaped squishy, a keycap packaged like a hot-sauce packet, and a photo card tucked inside a dipping-sauce packet. All items come in Baemin’s signature mint-colored pizza box. The products will be available in limited quantities on Baemin’s instant-delivery service, B Mart, for about a week. KB Vision, Kim Hamjji’s licensing partner, also took part in producing the goods.

The squishy is designed to be squeezed and released for quick stress relief. The keycap—printed with the Kim Hamjji character—aims to bring a little calm while you type and is made in a keychain format. The photo card features an image of Kim Hamjji plus a QR code that recommends menu items in the Baemin app to help users decide what to order.

A Baemin spokesperson said, “Turning Kim Hamjji’s love of delivery food into a real collaboration with Baemin led to meaningful and fun products. We will continue pursuing diverse partnership marketing to enhance the customer experience on Baemin and B Mart.”