“Sold the company for 15 billion won”... Why Kary Hyunjeong Rho’s husband teamed up with 647 funeral homes

[Financial News] Former HN Inc president Chung Dae-sun, a third-generation member of the Hyundai founding family and the husband of former announcer Kary Hyunjeong Rho, is entering the funeral services business.
HN Sangjo said on the 4th that it will hold a launch ceremony on the 16th, attended by CEO and President Chung Dae-sun, operations chief Kim Se-gyu, business chief Jeon Min-chan, and others.
HN Sangjo is a specialist in post-paid funeral services, providing services needed when a death occurs. It has built a nationwide funeral service system based on a network of partnerships with 647 funeral homes across the country and a network of 465 veteran funeral professionals.
President Chung plans to lead and support the expansion of HN Sangjo’s corporate network and business. He will also bring to the company his experience in IT and infrastructure development, gained at HN Inc and other companies.
Jeon Min-chan will oversee quality control, drawing on 37 years of hands-on experience, while Kim Se-gyu will handle corporate partnerships and connections with digital services.
HN Sangjo plans to build a “platform-based win-win ecosystem” by partnering with existing local funeral homes and small and midsize manufacturers of funeral supplies. The company’s headquarters will handle only marketing, fund management, quality standardization, and IT infrastructure, while entrusting on-the-ground operations to local small and midsize businesses to foster mutual benefit and shared growth.
It will also build a smart funeral system linked to Biseo 365, a digital personal-assistant platform, enabling every step—from funeral-service intake and obituary registration to notifying acquaintances—to be managed transparently by mobile.
It will also focus on expanding corporate funeral services for employees and their families at Hyundai-related companies, other major companies in South Korea, and various associations and organizations.
It plans to go beyond simply handling funerals and establish itself as a “well-dying partner” that supports people throughout their lives, in connection with premium senior and healthcare services.
President Chung is the grandson of the late Chung Ju-yung, founder of Hyundai Group, and the third son of the late Chung Mong-woo, former chairman of Hyundai Aluminum. In 2008, he acquired the IT company Yussi Tech and entered its management, later changing its name to BS&C and expanding its business into construction and IT. In 2006, he married former Korean Broadcasting System (KBS) announcer Kary Hyunjeong Rho.
BS&C, which President Chung led, changed its name to HN in 2021 in an effort to overhaul its management, but failed to overcome a liquidity crisis and entered court receivership in 2023. The following year, it was sold for about 15 billion won to Taecho E&C, an SM Group affiliate, and control of the company changed hands.
[email protected] Ahn Ga-eul Reporter