Booyoung Group has signed an official agreement with the Military Manpower Administration (MMA) to promote a culture that honors military service.
The group announced Tuesday that it signed a memorandum of understanding with the MMA on "Providing Preferential Benefits at Leisure Facilities for Families of Military Service Honor" at its headquarters in Jung-gu, Seoul. Chairman Lee Joong-keun and MMA Commissioner Hong So-young attended the signing ceremony along with other officials.
The agreement centers on enhancing recognition for so-called "Families of Military Service Honor" — households in which three consecutive generations of male descendants have all completed active-duty military service. Families meeting the criteria will receive discounts when using six Booyoung Group leisure facilities across the country, including Muju Deogyusan Resort, Taebaek O2 Resort, Jeju Booyoung Hotel & Resort, Jeju Booyoung CC, Jeju The Classic CC, and Suncheon Booyoung CC.
"We pursued this agreement with the MMA to express our gratitude and respect to families of military service honor who have dedicated themselves to the nation across generations," Chairman Lee said at the ceremony. "We will continue our cooperation with the MMA going forward."
The MMA has been running the "Families of Military Service Honor Recognition Program" since 2004 to foster pride in fulfilling military duty and to honor families that have faithfully completed three generations of active-duty service. The latest agreement marks a private company's participation in the program, aiming to create a social atmosphere in which military service is a source of pride.
This is not Booyoung Group's first foray into veterans' affairs. The group has delivered care packages to military personnel for 27 consecutive years since 2000. In 2023, it donated 10 billion won to the Air Force Sky Love Scholarship Foundation to support the bereaved families of Air Force pilots killed in the line of duty. The group has also continuously sponsored the Ministry of Patriots and Veterans Affairs' "Heroes in Uniform" project, contributed $100,000 to the Korean War Foundation, provided 2.8 billion won to improve facilities at remote military units, and participated in the "One Company, One Barracks" campaign.
In 2015, Chairman Lee funded the construction of a monument symbolizing UN participating nations at the War Memorial of Korea in Yongsan, Seoul, as a token of gratitude to countries that aided South Korea. He also personally compiled "1129 Days of the Korean War" and distributed more than 10 million free copies to military units and overseas participating nations. More recently, he has proposed redesignating UN Day as a public holiday, continuing to express appreciation to the international community.
Booyoung Group has also been active in broader social contributions. The company has supplied approximately 230,000 of the roughly 300,000 housing units it has built nationwide as rental housing, contributing to housing stability for ordinary citizens. To help address the low birthrate, it introduced a striking policy of paying 100 million won in childbirth incentives per child to its employees, drawing widespread attention. The cumulative amount donated through its domestic and international social contribution activities to date exceeds 1.22 trillion won.
