Booyoung Group

What Booyoung Group does

Booyoung Group is a privately held South Korean conglomerate founded in 1983 by Lee Jung-geun, headquartered in Seoul. Its core business is the construction and operation of rental and for-sale residential apartments marketed under the "Sarangeuro" (사랑으로) brand, making it one of the largest private rental housing providers in South Korea with over 270,000 units supplied cumulatively. Distribution is conducted directly through physical model homes (showrooms), internet-based subscription lotteries (in partnership with KB Bank), and a dedicated brand website at sarangeuro.co.kr.

Beyond housing, Booyoung operates a diversified portfolio through multiple wholly owned subsidiaries: Booyoung Housing and Donggwang Housing handle residential development; Gwangyoung Engineering & Construction covers civil works; the leisure segment includes the 450-room Jeju Booyoung Hotel & Resort, Muju Deogyusan Resort, O2 Resort, and three golf/country clubs (Jeju, Suncheon, Ansung Maestro); the Woojeong Education & Culture Foundation runs international scholarship programs across 45 countries; and the group also operates rent-free "Sarangeuro" childcare centers within its apartment complexes. In 2024 it introduced a 100 million KRW per-child birth bonus for employees, retroactive to 2021, an initiative credited with a 60% increase in employee births and a fivefold rise in job applications.

Revenue is generated through three principal streams: recurring subscription-based rental housing (deposits plus monthly rents such as 92 million KRW deposit / 300,000 KRW monthly rent for a 59㎡ unit), one-time for-sale apartment sales (units priced 200 million to over 500 million KRW), and hospitality/hardware sales from resorts, hotels, and golf courses. The group is privately held with no public listing; Lee Yong-seob, former Minister of Government Administration and Construction, was appointed Chairman in March 2026, succeeding founder Lee Jung-geun who remains active in social contribution and leadership of affiliated foundations.

Name

Booyoung Group

Legal name

(주)부영 (Booyoung Co., Ltd.)

Website

https://booyoung.co.kr

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Booyoung Group is a privately held South Korean conglomerate founded in 1983 that develops and operates rental and for-sale apartments under its "Sarangeuro" brand, alongside leisure resorts, golf courses, hotels, daycare centers, and international education philanthropy.

Ownership category

akta.pro rank

Product category

Residential Real Estate

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

Keywords

• Rental housing
• Residential construction
• Leisure hospitality
• Childcare services
• Real estate development

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Rental Housing: Long-term rental apartments under the 'Sarangeuro' (사랑으로) brand, offering affordable housing with rent-to-own options
2. Apartment Sales: Direct sales of residential apartments through model homes and online lottery subscriptions. For-sale units provide one-time revenue while rental units generate recurring income.
3. Leisure and Hospitality: Resort operations including ski resorts, golf courses, hotels, and youth training centers in Korea and Laos

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Booyoung Group is a privately-held South Korean conglomerate that develops and operates residential apartments under its Sarangeuro (사랑으로) brand, supplying both long-term rental housing with rent-to-own options and for-sale apartments. The group also operates a leisure and hospitality portfolio that includes ski resorts, hotels, and golf courses, alongside rent-free childcare centers located in its apartment complexes and an international education foundation that provides scholarships to foreign students studying in Korea.

Product overview

Booyoung Group is a South Korean construction conglomerate operating a diversified portfolio of businesses centered on its core housing brand '사랑으로' (Sarangeuro). The company operates through its main subsidiaries: 부영주택 (Booyoung Housing) for residential development, along with leisure and hospitality operations including hotels, resorts, and golf courses. The group has expanded into childcare support services, international education initiatives, and overseas development projects. The product portfolio includes both tangible real estate products (apartments, commercial spaces, rental housing) and service offerings (childcare centers, youth training, resort accommodations).

Differentiator

Problem solved

Functional benefit

Brands

• 사랑으로 (Sarangeuro): Main housing brand meaning 'With Love', used for rental and sale apartments across Korea. The brand features Korean-only naming to maintain Korean identity.

Products and services

• Sarangeuro (사랑으로) apartments Booyoung Group's signature residential apartment brand, offering long-term rental housing with a refundable deposit plus monthly rent (e.g., 92 million KRW deposit with 300,000 KRW monthly rent for 59㎡ units and 125 million KRW deposit with 400,000 KRW monthly rent for 84㎡ units) and for-sale apartments in Hwaseong from 220 million KRW (84㎡) to 350 million KRW (59㎡). Aimed at South Korean working families and young couples seeking affordable rental or homeownership pathways.
• Muju Deokyusan Resort (무주덕유산 리조트) Ski resort and year-round recreational facility in Muju County operated by Booyoung Group, featuring hotel accommodations and various outdoor activities including skiing. Targets individual leisure travelers and families in South Korea.
• Jeju Booyoung Hotel & Resort (제주부영 호텔&리조트) Five-star hotel and resort on Jeju Island featuring 450 guest rooms, operated by Booyoung Group for leisure travelers and event guests.
• O2 Resort (오투 리조트) Ski resort facility operated by Booyoung Group in Gangwon Province, providing ski accommodation and recreational services for leisure guests.
• Jeju Booyoung Country Club (제주부영CC) Premium golf course on Jeju Island operated by Booyoung Group for golf members and visitors.
• Suncheon Booyoung Country Club (순천부영CC) Golf club operated by Booyoung Group in Suncheon, offering premium golf facilities to members and visitors in South Korea.
• Ansung Maestro Country Club (안성마에스트로CC) Booyoung-operated golf course in Ansung, providing premium golfing facilities to members and visitors in the greater Seoul region.
• Jeju The Classic Golf (제주 더 클래식 골프) Premium golf property on Jeju Island operated by Booyoung Group for golf members and visitors.
• Booyoung Sarangeuro Childcare Centers (부영 사랑으로 어린이집) Rent-free childcare facilities operated within Booyoung apartment complexes, providing subsidized early childhood education and daycare services for residents of Sarangeuro apartments.
• Jeju Booyoung Youth Training Center (제주부영청소년수련원) Youth leadership and training facility on Jeju Island providing educational programs and character development activities for young people visiting the center.

Quantifiable outcome

• 60% increase in employee births after implementing 100 million KRW per-child bonus
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered minor and core.

• 병무청 (Military Manpower Service)minorStrategic or Co-development Partner · 2 June 2026Partnership agreement for preferential use of military service-related recreational facilities for military personnel and veterans.
• EBS (Educational Broadcasting System)minorStrategic or Co-development Partner · 18 November 2025Social contribution program partnership with EBS, with cumulative donations of 2.72 billion KRW over 4 years through the '나눔 0700' program.
• KAISTcoreStrategic or Co-development Partner · 18 September 2025Donated 20 billion KRW for KAIST Seoul Campus dormitory remodeling and renovation. The facility was completed and donated in 2025.
• 세계태권도연맹 (World Taekwondo Federation)coreStrategic or Co-development Partner · 8 April 2015Global partnership agreement signed in 2015, with commitment to sponsor 1,000万美元 (approximately 114 billion KRW) through 2020 Tokyo Olympics for taekwondo development and promotion. Booyoung Group Chairman Lee Joong-geun also serves as President of the World Taekwondo Peace Service Corps.
• UN-HABITAT (유엔 인간정주위원회)coreStrategic or Co-development PartnerDonated $3 million to UN-HABITAT cooperative fund as part of international social contribution activities. Supports global housing and urban development initiatives.
• 한국자유총연맹 (Korean Freedom Federation)minorOthersPartnership for historical education and distribution of Chairman Lee Joong-geun's history books about the Korean War and Korean history.
• 대한적십자사 (Korean Red Cross)minorStrategic or Co-development PartnerRegular disaster relief donations and support through the Korean Red Cross for various natural disasters and humanitarian crises.

Scale indicators7 records

Direct peers

• HDC Hyundai Development Company: Major Korean construction and resort operator (operates Vivaldi Park ski resort and other leisure assets). Most directly comparable peer given its combination of construction/real estate development with integrated resort/leisure operations — same business model structure as Booyoung.
• Paradise Co: Listed Korean luxury hotel and integrated casino resort operator (Paradise City, Walkerhill). Closely comparable to Booyoung's Jeju Booyoung Hotel & Resort in terms of premium Korean hospitality positioning and target customer overlap.
• Kumho Resort: Korean ski resort and condominium operator competing directly with Booyoung's Muju Deogyusan and O2 ski resorts in Korea's ski market. Same core offering — slope access, hotel accommodations, condo sales — targeting domestic Korean leisure travelers.
• Hotel Shilla: Premium Korean hotel operator (The Shilla Seoul, Shilla Stay, Marriott partnership) under Samsung Group. Direct comparable in the Korean luxury hotel/resort segment where Booyoung's Jeju Booyoung Hotel & Resort also competes.
• Kensington Resort: Korean resort chain with properties in Vivaldi Park, Seorak, Chungju, and Jeju. Direct competitor to Booyoung's Muju, O2, and Jeju resort properties with similar mid-market Korean family positioning.
• Youngpoong Group: Korean conglomerate with interests in mining, electronics, and resort operations (Phoenix Park ski resort in Pyeongchang). Similar conglomerate structure with both core industrial business and integrated ski resort/leisure operations like Booyoung.

Broad incumbents

• Lotte Hotels & Resorts: Part of Lotte Group — operates a large portfolio of Korean hotels and resorts including Lotte World, Jeju properties, and ski resort assets. Broader and more diversified than Booyoung but overlaps heavily in Korean resort/hotel competition.
• Hanwha Hotels & Resorts: Resort/hotel arm of Hanwha Group with multiple Korean resort properties. Part of a much larger conglomerate but comparable in the resort segment where Booyoung's leisure portfolio competes.
• DL E&C: Major Korean residential construction and real estate developer. Comparable to Booyoung's Booyoung Housing and Donggwang Housing subsidiaries in the apartment construction/development market, though DL E&C does not have Booyoung's leisure vertical.
• Samsung C&T Corporation: Korean construction and engineering arm of Samsung Group with significant residential apartment operations. Comparable as a Korean construction incumbent competing for similar apartment development projects, though at much larger scale and without Booyoung's leisure integration.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@booyoungtv

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries11 records

Funding overview

Funding rounds

Investors

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 Booyoung Group