21gram

What 21gram does

21gram (주식회사 21그램그룹) is a South Korea-based pet funeral services company operating since 2014 and incorporated as a corporation in 2017. The company runs physical pet funeral homes in the Seoul metropolitan area — with active branches in Gyeonggi-Gwangju (1st, opened October 2020), Cheonan-Asan (2nd, opened January 2022), and Namyangju (3rd) — alongside a corporate headquarters in Seoul's Gangnam district and a dedicated Help Center in Cheongdam. Its core offering is direct-to-consumer individual pet cremation and memorial services delivered through 1:1 trained funeral directors, supported by a four-tier service package (Basic, 21gram Funeral I, 21gram Funeral II, Premium Picnic Funeral) priced between 300,000 and 850,000 KRW for pets under 15kg, with premium pricing for larger animals.

The company operates a vertically integrated physical and digital stack: proprietary individual cremation systems, a 4,200-niche pet columbarium (largest in Korea), patented Lucete memorial stone technology (Patent No. 10-1124873) that creates jewelry from cremated remains via low-temperature melting, natural burial services, cold storage, and a hearse/transport partnership with Kakao T Pet. The digital layer consists of the e-Animal Funeral mobile app (launched 2019), a real-time reservation system, an information portal, and an e-Pet Funeral Partner Center. Distribution is omnichannel — direct branches, Naver Store/Shopping, Naver Blog, Instagram, Facebook, and convenience-store distribution through a GS25 partnership for basic care kits.

21gram's revenue model is one-time service fees per funeral, supplemented by recurring columbarium storage fees (200,000–300,000 KRW/year) and high-margin add-on products (Lucete stones at 600,000–650,000 KRW each). The customer base is entirely B2C — individual pet owners in South Korea — with 30,000+ cumulative funerals conducted and a reported 98% customer satisfaction rate. The company has raised 12.5 billion KRW across multiple equity crowdfunding, angel, seed, and Series A rounds, with Korea Investment Partners, Coway, and SBS as institutional backers. Representative director 권신구 (Kwon Shin-gu) leads the company.

Name

21gram

Legal name

주식회사 21그램그룹

Website

https://21gram.co.kr

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

21gram is a South Korean pet funeral services company operating three physical funeral home branches in the Seoul metropolitan area, delivering individual cremation, tiered memorial packages, patented Lucete memorial stone products, and Korea's largest 4,200-niche pet columbarium to individual pet owners.

Ownership category

akta.pro rank

Product category

Pet Funeral Services

NAICS

Death Care Services (8122), Funeral Homes and Funeral Services (812210), Pet Care (except Veterinary) Services (812910)

SIC

Surgical & Medical Instruments & Apparatus (3841), Biological Products, (No Disgnostic Substances) (2836)

akta.pro primary industry

Veterinary-Affiliated/Medical Boarding (HSANADAG)

akta.pro secondary industries

End-of-Life Care (Hospice & In-Home Euthanasia) (HLAMAAAL), Field Services, Mobile Imaging & On-Farm Procedures (HLAMABAK)

Keywords

• Pet funeral services
• Pet cremation services
• Columbarium services
• Memorial jewelry
• Pet memorial products

Headquarters

HQ city

Gangneung

HQ country

South Korea

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Pet Funeral Services: 21gram generates revenue through one-time service fees for pet funeral services, including individual cremation, memorial ceremonies, and funeral products. The company offers tiered service packages from basic to premium, with additional fees for optional products like Lucete memorial stones, burial plots, and additional memorial items. Services are priced based on pet size (under 15kg vs over 15kg) with transparent fixed pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

21gram provides end-of-life funeral services for companion animals, including individual cremation, memorial ceremonies, columbarium placement, and sea burials. Its offering is anchored by a proprietary patented memorial stone (Lucete) and the Together Plus urn program, supported by a nationwide branch network and an online booking platform (e-Animal Funeral). Tiered packages (basic, standard, premium picnic, small-animal, non-contact) are sold as one-time services to individual pet owners.

Product overview

21gram is a pet funeral service company operating funeral homes at three locations (Gyeonggi Gwangju, Cheonan Asan, Namyangju) in South Korea. The core offering is funeral services with tiered packages (Basic, 21gram Funeral I, II, and Premium) ranging from 300,000 to 850,000 won. The company also operates the Lucete memorial jewelry service using patented technology to create stones from cremated remains, provides small animal specialized 'Soso Funeral' services for pets under 1kg, offers non-contact funeral alternatives, and maintains a 4,200-niche columbarium. Additional services include hearse/carriage (via KakaoT Pet partnership), cold storage, natural burial, and post-funeral memorial options. The company also developed the e-Animal Funeral digital platform with mobile app and real-time reservation capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• 루세떼 (Lucete): Premium memorial gemstone service using patented low-temperature melting technology to preserve pet ashes in durable stone form.
• 소풍 장례
• 소소장례
• 21그램 헬프센터
• 비동행 장례 서비스
• UZUZU 케어센터

Products and services

• Pet Funeral Home Service (basic/standard packages) Standardized pet funeral service for individual pet owners, including ceremony and individual cremation of the deceased pet at basic and standard tier packages.
• Premium Picnic Funeral High-end picnic-style funeral ceremony and cremation package for pet owners seeking a premium end-of-life experience.
• Non-contact (Unattended) Funeral Funeral service conducted without the pet owner physically attending, suitable for families who cannot be present at the cremation or ceremony.
• Small Animal (Soso) Funeral Funeral and cremation service designed specifically for small companion animals such as hamsters, birds, reptiles, and other small pets.
• Natural Burial at Sea Sea-based memorial service for the cremated remains of pets as an alternative to land-based columbarium placement.
• Columbarium Service Long-term placement of pet cremated remains in columbarium facilities operated by the company across its branches.
• Lucete Memorial Stone Patented proprietary memorial stone sold as a keepsake product for individual pet owners to memorialize deceased pets.
• Together Plus Urn Program Urn program that allows pet owners to share and store portions of their pet's cremated remains through specialized Together Plus urns.
• Memorial Jewelry Jewelry products designed to memorialize deceased pets, typically incorporating small portions of cremated remains, sold to individual pet owners.
• Funeral Supplies Ceremonial supplies including coffins, shrouds, and other ritual items sold as part of or alongside funeral packages.
• Flower Bouquet Service Flower bouquet arrangements provided as an add-on to funeral ceremonies.
• Cold Storage Service Refrigerated storage of deceased pets prior to cremation or funeral ceremonies.
• Hearse and Carriage Service Transportation of deceased pets using hearse or carriage vehicles as part of funeral ceremonies.
• e-Animal Funeral Platform Online booking and arrangement platform that lets pet owners reserve and configure funeral services digitally.
• Help Center 24/7 Consultation 24/7 telephone-based consultation service supporting pet owners in arranging funerals and memorial services.

Quantifiable outcome

• 30,000+ cumulative pet funerals conducted
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered core, major and minor.

• Seoul National University College of Veterinary MedicinecoreStrategic or Co-development PartnerMOU partnership for animal hospital memorial room construction (completed February 2018) and ongoing collaboration in pet care services.
• (사)한국동물장례협회 (Korean Animal Funeral Association)coreStrategic or Co-development PartnerMOU partnership for industry standards and professional development in pet funeral services.
• Seoul Metropolitan GovernmentmajorStrategic or Co-development PartnerMOU signed in March 2021 for pet funeral services collaboration, along with Korean Animal Funeral Association.
• GS25minorGTM or Marketing PartnerPartnership for 'basic care kit' product distribution through GS25 convenience stores (launched 2021).
• Nowon-gu Volunteer CenterminorStrategic or Co-development PartnerMOU signed October 2021 for pet funeral culture initiatives and community support programs.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Pet Heaven Korea (펫헤븐): One of the largest dedicated pet funeral and cremation chains in South Korea, operating multiple branches nationwide. Directly competes with 21gram on individual cremation, memorial ceremonies, and urn/memorial products in the same Korean consumer segment.
• Goodbye My Friend (굿바이 마이 프렌드): South Korean pet funeral service provider offering cremation, funeral ceremonies, and memorial products. Operates in the same Korean market with a comparable direct-to-consumer funeral home model targeting grieving pet owners.
• Pet Cremation Korea (펫크리메이션): Korean pet cremation and funeral services operator with multiple branches. Competes head-to-head with 21gram on individual cremation pricing tiers and premium funeral packages for companion animals.
• Forever Friends Pet Memorial (영원한 친구): South Korean pet memorial services company offering cremation, urns, and memorial ceremonies. Similar positioning as a mid-premium pet funeral operator with physical branch model.

Regional players

• Pet Loss Center (US): US-based pet cremation and funeral service provider operating in select US states. Comparable business model (individual cremation, memorial products, urns) but geographically separate from 21gram, useful as a comparable for service design and pricing benchmarks.
• Gateway Pet Memorial Services: US-based pet cremation and memorial services company with multiple locations. Comparable service mix (private/communal cremation, urns, memorial products) and direct-to-consumer funeral-style delivery.
• Dignified Pet Services: US pet cremation and aftercare provider offering private cremation, memorial products, and grief support. Comparable premium service positioning and direct-to-veterinarian/consumer model, but US-only operations.
• Pets in Peace (Australia): Australian pet cremation and memorial services company. Comparable individual cremation model with tiered service packages and memorial products, but operates exclusively in Australia.
• Rainbow Bridge Pet Cremation (UK): UK pet cremation service with collection and memorial product offerings. Similar individual cremation focus but smaller scale than 21gram; useful as an international comparable for category economics.

Others

• Coway (코웨이): Korean environmental home appliance leader and 21gram investor (pre-Series B). Not a direct competitor but a strategic shareholder whose retail and distribution assets could accelerate 21gram's customer reach and adjacent pet-care product extensions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/21gramcompany
• Instagraminstagram.com/21gram_korea

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 21gram