[Edaily Reporter Nam Soyeon ] Jeong Dae-seon, former president of HN Inc.—the grandson of the late Hyundai Group Honorary Chairman Chung Ju-yung and husband of former news anchor Noh Hyun-jung—is embarking on a new business venture. Having previously led construction and IT businesses, he has now set his sights on the funeral services market.

According to industry sources on the 5th, former President Jeong, a third-generation member of the Hyundai family, has established “HN Funeral Services,” which focuses on post-payment funeral plans and corporate funeral services, and will hold an official launch ceremony on the 16th.
The launch ceremony is expected to be attended by former President Jeong Dae-seon, who serves as CEO of HN Funeral Services, along with Kim Se-gyu, Chief Operating Officer, and Jeon Min-chan, Chief Business Officer.
HN Funeral Services is a company specializing in post-payment funeral services, where services are provided and costs are settled after a funeral takes place. This differs from traditional prepaid funeral plans, in which customers pay a fixed amount in advance each month.
The company has partnered with 647 funeral homes nationwide and established a network of 465 funeral service professionals. Based on this foundation, it plans to provide nationwide funeral services.
In particular, the company plans to expand its corporate funeral service partnerships targeting executives, employees, and their families at major domestic companies—including those within the Hyundai Group—as well as associations and organizations.
Former President Jeong will be in charge of building HN Funeral Services’ corporate network and expanding its business. The plan is to leverage the professional connections and business experience he gained while running HN Inc. CEO Kim Se-gyu, who oversees operations, will be responsible for corporate partnerships and integrating digital services, while CEO Jeon Min-chan, who has accumulated 37 years of experience in the funeral industry, will serve as the head of business operations and be responsible for service quality management.
HN Funeral Services plans to operate by collaborating with existing local funeral homes and small-to-medium-sized funeral goods manufacturers. Rather than directly purchasing funeral homes or operating all services in-house, the company will outsource on-site operations to local providers. The headquarters will handle marketing, financial management, service quality standardization, and the provision of IT infrastructure.
The company will also introduce digital services by leveraging former CEO Jeong’s experience in the IT industry. It plans to build a system that allows users to handle funeral procedures—from registering a funeral to filing an obituary and notifying acquaintances—via mobile devices by integrating with the personal assistant platform “Secretary 365.”
The company has also outlined plans to expand its scope beyond funeral services to provide comprehensive support throughout a person’s life by integrating with premium senior care and healthcare services.
Meanwhile, former President Jeong is the grandson of the late Chung Ju-yung, founder of the Hyundai Group, and the third son of the late Chung Mong-woo, former chairman of Hyundai Aluminum. In 2006, he attracted attention when he married former KBS anchor Noh Hyun-jung.
After acquiring the IT company U.C. Tech in 2008, he changed the company’s name to Hyundai BS&C and expanded its construction and IT businesses. The company’s name was subsequently changed to HN in 2021. However, due to a combination of a real estate market downturn and financial difficulties, the company entered court-supervised restructuring in 2023. The following year, it was sold to Taechu E&C, an affiliate of the SM Group, for 15 billion won, and management control was transferred.