South Korea’s CareTech Shift: Coway and Petdoc Use AI and Digital Tools for Pet End-of-Life Services
As pet companionship deepens in aging societies, South Korea’s CareTech sector is embracing AI-driven solutions to support the emotional and practical needs of end-of-life care. (Source: Fotor AI)
As South Korea continues to confront the twin challenges of an aging population and declining birth rate, the country’s CareTech sector is undergoing a pivotal transformation. Traditionally focused on eldercare and chronic condition management, the industry is now expanding into emotionally resonant services—most notably, companion animal end-of-life care.
A landmark partnership between Coway Life Solution, a subsidiary of Coway (KRX: 021240), and Petdoc, the startup behind the certified pet funeral brand FourPaws, signals this shift. By integrating pet funeral services into the broader CareTech ecosystem, the collaboration not only addresses a growing consumer need but also opens new pathways for innovation within South Korea’s care economy.
CareTech in South Korea: From Human-Centric to Household Wellness
CareTech in South Korea has grown rapidly over the past decade, driven by technologies such as AI-powered health monitoring, remote eldercare platforms, and aging-in-place innovations. However, with over 30% of households projected to be single-person by 2035 and an increasing number of seniors relying on pets as emotional companions, traditional human-centered models are no longer sufficient.
This demographic and social shift is driving demand for comprehensive care solutions that include emotional wellness, relational continuity, and the end-of-life experience for their pets. The Coway–Petdoc partnership is among the first high-profile moves to recognize this reality.
Strategic Partnership: Coway Life Solution x Petdoc (FourPaws)
Signed on July 23, 2025, at Coway’s headquarters in Seoul’s Guro District, the agreement gives Coway Life members access to professional, certified pet funeral services across FourPaws’ six directly operated facilities in Seoul, Gyeonggi, Sejong, and Busan. The partnership structure includes:
Up to 15% discounts at FourPaws branches in Seoul and Gyeonggi
10% discounts at Sejong and Busan locations
Seamless access through Coway’s digital membership platform
Co-branded education and promotional campaigns to raise awareness
By leveraging Coway’s extensive consumer base and service trust, Petdoc gains accelerated visibility and market penetration, while Coway extends its ecosystem into the increasingly important area of companion animal care, without the need for internal operational buildup.
Market Outlook: A Rapidly Growing Segment
The pet funeral market in South Korea is projected to grow from US$22 million in 2024 to US$46.3 million by 2030, reflecting a compound annual growth rate (CAGR) of 13.3%.
Key drivers include:
Rising pet ownership among the elderly and single-person households
Societal acceptance of pets as family members
Increasing demand for ethical, respectful pet funeral options
Media attention on unregulated practices and environmental concerns
As this sector matures, integration with trusted CareTech brands like Coway will likely become a model for others seeking to enter the space.
Broader Implications for CareTech Business Models
This partnership represents more than a market opportunity, it reveals the strategic direction of next-generation CareTech:
Household-centric models: Care is no longer about individuals alone, but about family systems—including pets.
Emotional care as a service: Providers must consider mental wellness, grief support, and lifestyle continuity.
Asset-light scaling: Large care platforms can scale offerings by partnering with specialized startups, rather than building in-house capabilities.
Coway’s previous collaborations with GC Care (health screenings), Caring (senior health solutions), and BnH Tax (inheritance services), already illustrate this vertical strategy. The Petdoc partnership furthers Coway’s ambitions to create a comprehensive, lifecycle-based care service model.
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