A notable development is underway in South Korea’s evolving CareTech ecosystem. Coway Life Solution has entered a strategic partnership with Petdoc, the Korean startup company behind the certified pet funeral brand FourPaws. The collaboration aims to bring pet funeral services into the mainstream, positioning them as an integrated component of the broader care economy and expanding the functional scope of CareTech in Korea.
Coway Life Solution Officially Signs Partnership with Petdoc (FourPaws)
In a move signaling the convergence of digital health, aging care, and companion animal services, Coway Life Solution, a subsidiary of Coway (KRX: 021240), has announced a strategic partnership with Petdoc, the startup company behind the certified pet funeral brand FourPaws (포포즈) in South Korea.
The collaboration aims to formally integrate pet funeral services into the CareTech ecosystem, a growing sector in South Korea that’s increasingly focused on full-lifecycle support for both people and their animals.
The agreement was signed on July 23 at Coway Life’s headquarters in Seoul’s Guro District, allowing Coway Life members to access discounted end-of-life services for companion animals through FourPaws’ six directly operated facilities nationwide.
This marks a shift in how pet-related bereavement care is positioned within Korea’s health and wellness sectors. With this initiative, pet funeral services are now moving beyond niche status to become part of mainstream care offerings.
FourPaws by Petdoc: Structured Access to Legal Pet Funeral Services in South Korea
FourPaws offers a complete suite of pet funeral services, including cremation, memorial ceremonies, and urn storage. Though the pet funeral market has historically remained fragmented and underregulated, Petdoc has emerged as a leading player in professionalizing and legalizing the space.
By securing direct partnerships with healthtech-adjacent service providers like Coway Life, Petdoc signals that pet care is no longer a fringe concern, but part of a holistic household wellness model.
Under the agreement, Coway Life and Petdoc will begin with strategic moves to promote pet funeral services in South Korea, including:
- Up to 15% discounts for Coway Life members at FourPaws branches in Seoul and Gyeonggi Province.
- A 10% discount is applied at locations in Sejong and Busan.
This allows Coway Life to extend its existing elderly and wellness service model into pet care without developing in-house operational infrastructure. Meanwhile, Petdoc benefits from immediate access to Coway’s consumer base and trust network.
CareTech Startups in South Korea Expand Scope Beyond Human Healthcare
South Korea’s CareTech industry, focused initially on silver care (home monitoring, chronic condition support, and aging-in-place solutions), is evolving rapidly. Market players are now addressing auxiliary needs tied to emotional well-being, lifestyle transitions, and relational care.
As demographic shifts accelerate, the sector is evolving to include supplementary yet emotionally significant services, such as pet wellness, bereavement support, and lifestyle continuity.
These additions reflect a growing demand for holistic care ecosystems that address not only physical health but also emotional well-being and relational continuity, especially among single-person and elderly households.
Pet Funeral Services Market Shows Growth Trajectory
The pet funeral services market in South Korea is showing signs of maturity. According to industry estimates, it generated US$22 million in revenue in 2024 and is projected to reach US$46.3 million by 2030, representing a compound annual growth rate (CAGR) of 13.3%.
In a recent interview, Ted Oh, CEO of Korean startup Petdoc, addressed the ongoing informal practices in the sector:
“About 50 percent of pets are buried illegally, 30 percent are discarded as trash, and only the remaining 20 percent receive proper cremation.
While these figures might not be exact due to Korea’s incomplete pet registration system, they still reveal a significant trend.”
Ted Oh, CEO of Petdoc (via Aju Press).
This highlights the need to integrate professional pet end-of-life care into formal service frameworks, particularly as consumer expectations continue to evolve.
Strategic Implications for CareTech and Companion Animal Sectors in South Korea
The partnership reflects larger shifts in South Korea’s care economy, influenced by low birth rates, an aging population, and the increasing emotional role of pets in daily life. These dynamics are now prompting CareTech providers and startups to diversify beyond human-centric models.
Coway Life, which previously partnered with GC Care, Caring, and BnH Tax Corporation, is expected to continue expanding vertically across care-related services. The addition of petcare, particularly funeral services, suggests a long-term strategic pivot toward comprehensive, lifecycle-based CareTech offerings.
Stay informed on Korea’s fast-moving startup and tech scene—follow KoreaTechDesk on social media: LinkedIn, X (Twitter), Bluesky, and Facebook for insights, funding news, and industry updates.
