Cultura do Delivery na Coreia do Sul

Foto: Jonathan Marchal/Unsplash

[{"selector":"#anim-7808d9b6-0819-4646-a03d-99eb12fafc44","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-bd9fdc03-31be-46a3-91e1-c89666c1594e","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-3a98e7c2-2004-4ea0-87e9-d60e433d918e","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Muito antes da pandemia, a Coreia do Sul já tinha estabelecido uma impressionante cultura do delivery. Para descobrir as origens, vamos pegar os livros de história e voltar séculos no passado.

[{"selector":"#anim-e69bbe92-7587-4b1d-9322-9165c8613e99","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-c36ee600-49f8-48d1-8da7-c2c9981c0f2f","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-96206804-f164-4e7b-8563-294614e86107","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-083e1eb1-84ab-446f-86e6-6b8c6bfa5a1f","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] O delivery mais antigo na península data de 1768. Hwang Yun-seok escreveu em seu diário sobre um pedido de delivery de naengmyeon para o almoço no dia seguinte do exame de serviço público.

[{"selector":"#anim-f854d29a-5b79-4c85-88ae-261520532400","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-02d770b6-aafa-4ea2-a7ea-aff0792585b4","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-1d10cf01-45af-479d-86bb-711a20c20ee0","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-063c0722-8852-449d-a43c-c83b2860e198","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Em 1960, o delivery era solução para os coreanos comerem na extensa rotina de trabalho no crescimento econômico do país. Funcionárias de restaurantes levavam bandejas de comida para escritórios.

[{"selector":"#anim-46dfdd7a-48d7-4986-b8e0-c8bcb1974915","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-8306899a-f484-46c9-8e75-dd77651e9cd5","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-ae237471-2d13-4ba2-9282-5f54d4ad51d3","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Em 1990, surgiram entregadores motorizados e mais variedade de alimentos. O frango frito em particular se tornou extremamente popular e hoje representa mais de 20% dos pedidos. Foto: Markus Winkler

[{"selector":"#anim-e6e788cb-dacb-4c46-af38-7db32f3ab11c","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-c62dd457-7f06-480b-888c-6946a02cc85b","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-163a9bc9-ddbf-4c09-b6b5-6f8bec8475b6","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8e9b9b7e-ea9d-408a-977b-53428411acaa","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] O app Baedal Minjok começou a testar em 2021 o primeiro robô delivery. O robô foi instalado em um complexo de apartamentos em Suwon e é capaz de se comunicar com portões e elevadores.

[{"selector":"#anim-95ec6194-c061-4b67-b104-7b39cf4f8bb9","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-c024baaf-ddc6-4996-9f3e-a31a29eab0de","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-2937c9a3-980e-4e9f-b194-76e0bc5ad915","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bf678f3b-17fe-4f13-83f3-2d92e973ee7b","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] O sucesso do delivery na Coreia do Sul tem a ver com o “ppali ppali” (“rápido rápido”). A expressão é sobre a característica da sociedade coreana que prioriza a agilidade e eficiência.

[{"selector":"#anim-c7a7853f-abc0-4be0-92a3-6f06c404d69c","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-75dcee06-ef66-49b9-866b-c29c375d6cf4","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-2a2d5fa2-ccd9-400b-ae81-6705dca4bb1f","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Por causa da eficiência, na Coreia do Sul você pode pedir delivery quando e onde quiser, inclusive no meio de um parque ou em plena madrugada. Foto: rawkkim

[{"selector":"#anim-83e45544-c2fa-46ca-81da-2c5b8ccf2f8e","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-f4456ca0-1d92-4b8b-84f3-7b09240107d7","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-a7968065-013a-4593-8d71-1319efc13bfe","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-96e4634c-f615-48bf-bfb3-f940a9f88ab8","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] Mas existe um lado negativo. A rotina dos entregadores é desgastante e a remuneração baixa. Alguns chegam a trabalhar 20 horas por dia. Foto: Yonhap News

[{"selector":"#anim-3a53b619-fa09-45da-bac9-c52251d6ed61","keyframes":{"opacity":[0,1]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"both"}] [{"selector":"#anim-2cb33fda-b6aa-455f-96ff-287b938f6e90","keyframes":{"transform":["scale(0.3333333333333333)","scale(1)"]},"delay":0,"duration":2000,"easing":"cubic-bezier(.3,0,.55,1)","fill":"forwards"}] [{"selector":"#anim-98488325-05b1-4f66-af94-5be6a6cd3191","keyframes":{"opacity":[0,1]},"delay":0,"duration":1200,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-bbb8d451-d479-482d-add7-9e0ed2e88d47","keyframes":{"transform":["translate3d(82.92010%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-268fc670-1bd0-459b-8d66-6884a1a1247f","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6cde7bfc-7792-49fa-89b0-acb03e33a082","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] [{"selector":"#anim-a98b6413-10d0-4525-a768-c558a561bd62","keyframes":{"transform":["translate3d(-100%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-563ac3cd-7156-48e1-a790-0304883eed46","keyframes":{"opacity":[0,1]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-e6d114a7-ab5b-4748-9b66-ca6818a53644","keyframes":{"transform":["scale(0.15)","scale(1)"]},"delay":0,"duration":600,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"forwards"}] A cultura do delivery na Coreia do Sul é antiga e avançada, mas ainda não é perfeita. Com protestos recentes e promessas do governo, não é impossível que o país mostre pioneirismo de novo.

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