Boram Group, which has led the domestic funeral mutual-aid industry, said on the 30th that it will renew its brand direction and carry out a rebranding. Declaring a shift from "total life care" to "life curator," it plans to open a new era.
Since establishing Boram Sangjo Development in 1991, Boram Group has led the popularization and quality advancement of funeral culture for 35 years. Since the 2020s, it has expanded its business scope as a "total life care platform" that covers the entire life cycle of customers, not only into weddings, travel, bio-jewelry, pets, and health functional foods, but also through various partnerships, becoming corporations that span customers' entire life cycles.
This overhaul is an attempt to broaden its direction from "total life care" to the more advanced "life curator." If the existing service remained at a passive concept of "care" that responded to customer needs, future services will move toward proactively making proposals for customers' lives. Through this rebranding, Boram Group expressed confidence that it will leap forward as corporations that "raise the quality of time."
Boram Group is also preparing a variety of practical "life curation" services. Until now, products were organized around major life events such as funerals, weddings, and travel. The "life curation" newly proposed by Boram Group refers not only to existing services but also to newly introduced, daily life–focused services. Through these services, Boram Group plans to play the role of curator that more proactively and valuably designs and proposes customers' time.
To that end, Boram Group is expanding customer-convenience services by signing memorandums of understanding (MOUs) with a law firm specializing in legal, tax, and accounting advisory (Shin & Kim LLC), an online education corporations (MegaStudyEdu), a health checkup platform (Chakhan Doctor), and a parking-specialist corporations (Hi Parking). Boram Group is also planning a new advertisement featuring a leading South Korean actor as a model to widely announce its new start.
A Boram Group official said, "This overhaul is not a simple replacement of a corporations image, but a shift to a 'life curator' that jointly designs the entirety of customers' lives," adding, "We will continue to strive to provide practical value that customers can feel in their daily lives."