'Noh Hyunjung's Husband' Jung Daeseon, Third-Generation Hyundai Heir, Launches Funeral Services Business After Painful Sale

HN Sangjo, a specialist in post-paid funeral services, to launch on November 16
Partnerships with 647 funeral homes... Nationwide service network

Jung Daeseon, a third-generation member of the Hyundai family and husband of former KBS announcer Noh Hyunjung, is entering the funeral services business as the former president of HN Inc.

According to industry sources on November 5, HN Sangjo will hold a launch ceremony on November 16, attended by CEO and President Jung Daeseon, Chief Operating Officer Kim Segyu and Chief Business Officer Jeon Minchan.

Jung Daeseon and Noh Hyunjung. Yonhap News.

HN Sangjo specializes in post-paid funeral services, in which customers use the services they need after a death occurs and settle the costs afterward. It has established a nationwide funeral service network based on partnerships with 647 funeral halls and a network of 465 veteran funeral service professionals.

Drawing on his past experience in IT and infrastructure development at companies including HN Inc., Jung plans to lead and support the expansion of HN Sangjo's corporate network and business. Jeon will oversee quality control, drawing on 37 years of on-the-ground experience, while Kim will be responsible for corporate partnerships and links to digital services.

HN Sangjo plans to build a "platform-based, mutually beneficial ecosystem" through partnerships with local funeral halls and small and medium-sized manufacturers of funeral supplies. The company plans to promote mutual growth by limiting headquarters' role to marketing, financial management, quality standardization and IT infrastructure, while entrusting local small and medium-sized businesses with on-site operations. It will also link its services with Biseo 365, a digital lifestyle assistant platform, to establish a smart funeral system that lets users manage every step on mobile devices, from reporting a death and registering an obituary to notifying acquaintances.

The company will also focus on expanding corporate funeral services for employees and their families at major domestic companies, including affiliates of the Hyundai Group, as well as at various associations and organizations. In addition, it aims to become a "well-dying partner" that cares for people throughout their lives, going beyond funeral arrangements by linking its services with premium senior care and healthcare services.

Jung is a third-generation member of the Hyundai family, the grandson of the late Chung Ju-young, founder of Hyundai Group, and the third son of the late Chung Mongwoo, former chairman of Hyundai Aluminum. He is also well known as the husband of former announcer Noh Hyunjung. The couple married in 2006 and have two sons.

In 2008, Jung acquired IT company Yussi Tech, changed its name to Hyundai BS&C and expanded its business into IT services and construction. After a trademark dispute with Hyundai Motor Group in 2021, the company changed its name to HN Inc. However, it faced financial difficulties amid a downturn in the real estate market and a worsening financial structure, and entered court receivership in 2023. The following year, Taecho E&C, an affiliate of SM Group, secured management control through a paid-in capital increase, contributing approximately 15 billion won toward the acquisition.

This content was produced with the assistance of AI translation services.