Boram Group Accelerates Rebranding... "There Is Boram in Father's Life"

"Life Curator" Rebranding Announced on September 30
First TV Commercial in Three Years Features Lee Sungmin and Kang Haneul
Diversifying Services Through Expanded Cross-Industry Partnerships

Boram Group has declared a rebranding, shifting its focus from "Total Life Care" to "Life Curator," signaling a significant transformation. Following the announcement of its rebranding, the company unveiled a new corporate identity (CI) and, for the first time in three years, launched a new TV commercial to demonstrate its commitment. Boram Group plans to expand its service areas through partnerships with companies from other industries and strengthen its presence within the funeral service sector.

According to industry sources on October 2, Boram Group appointed actors Lee Sungmin and Kang Haneul as new advertising models and released a TV commercial on October 1 that embodies the new brand direction, "Life Curator." This marks the first TV commercial from Boram Group in three years. The theme of the commercial is "There Is Boram in Father's Life." It features a father enjoying a new life after retirement with Boram Group, while his son, portrayed by Kang Haneul, looks on.

Boram Group "There Is Boram in Father's Life" TV Commercial Image. Boram Group

The horseback riding and golf enjoyed by the father in the commercial are examples of the Life Curator services that Boram Group plans to offer. The company naturally incorporated the "active senior" trend into this advertisement, emphasizing its image as a company that supports the second chapter of life. In three additional commercials to be released, Boram Group will continue to convey the message that it is present at life's important moments, such as weddings and funerals. A Boram Group representative stated, "This commercial will promote our new brand direction of life curation and help Boram Group become a more approachable and trustworthy brand for our customers."

This advertising series goes beyond simple promotion and is directly connected to Boram Group's rebranding strategy. The company's new goal as a "Life Curator" aims to differentiate itself from the prevailing "Total Life Care" concept in the funeral service industry. While previous services passively responded to customer needs for major life events such as funerals, weddings, and travel, Boram Group now seeks to strengthen its role as a curator that actively designs and proposes solutions for customers' daily lives and time.

Boram Group has appointed actors Lee Sungmin and Kang Haneul as the new models for their TV commercials. Boram Group

In line with this strategy, Boram Group is incorporating a wide range of services-including horseback riding, golf, legal consultations, parking, car wash and valet services, education, and health checkups-under the Life Curator category. Recently, the company has signed memoranda of understanding (MOUs) with specialized firms in each sector to expand customer convenience services. Boram Group also plans to further broaden its service areas through partnerships with companies from different industries.

An industry insider commented, "Boram Group's strategy marks an aggressive move to break away from the traditional focus on heritage and expertise, setting a new agenda and aiming to lead the industry's paradigm shift. As Millennials & Gen Z are emerging as new customers in the funeral service industry, the decision to use younger models seems intended to broaden the company's appeal to a wider audience."

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