Booyoung Group offers resort, golf discounts to families with three generations of military service

Booyoung Group announced Thursday that it will offer discounts at its leisure facilities to families recognized as "military heritage families" — households in which three consecutive generations of direct descendants have all completed active-duty military service.

The conglomerate signed a memorandum of understanding with the Military Manpower Administration on Monday at its headquarters in Jung-gu, Seoul, to formalize the preferential access program.

Under the agreement, military heritage families will be able to use six Booyoung Group leisure facilities across the country at discounted rates. The facilities are Muju Deogyusan Resort, Taebaek O2 Resort, Jeju Booyoung Hotel & Resort, Jeju Booyoung Country Club, Jeju The Classic Country Club and Suncheon Booyoung Country Club.

"We pursued this agreement to express our respect and gratitude to military heritage families who have devoted themselves to the nation across generations," Chairman Lee Joong-keun said. "We hope a culture that honors military service will spread widely throughout society."

Booyoung Group has long supported national defense causes. Since 2000, it has delivered care packages to active-duty service members every year for 27 consecutive years. In 2023, it donated 10 billion won (about $6.6 million) to the Air Force Sky Love Scholarship Foundation to support the families of Air Force pilots killed in the line of duty.

Meanwhile, Booyoung Group posted sales of 1.133 trillion won last year and swung to a profit, recording operating profit of 254.7 billion won on the back of gains from pre-sale conversions.