S.Korea’s aid service Boram Group enters companion animal market

South Korea’s Boram Group, whose main affiliate is an aid company, has entered the companion animal market. 

Affiliates Boram Sangjo and Vieagem will introduce funeral services exclusively for pets and Boram Bio will release health functional food exclusively for them in the second half of the year.

Boram Group on Thursday presented “P (premium as in high-end pet products), E (experience as in that with companions) and T (technology, as in biotechnology convergence)” as keywords containing the strategic direction of its companion animal-related businesses.

The company will target the nation’s 15 million pets as customers by launching funeral services exclusively for them and offering pet-related products using bio-source technology secured by affiliates.

“We will apply nearly the same services as those of general funerals to companion animals,” a group source said. “We plan to produce Vieagem products using pet hair and issue DNA-analyzed certificates.”

Write to Ji-Hyun Lee at bluesky@hankyung.com