[비즈한국] Attention is focusing on the background of SM Group affiliate HN E&C as it filed a trademark for 'Yunje'. The main business of HN E&C is real estate and construction. However, the designated goods for Yunje are related to household items. HN E&C recently appointed Woo Ji-young (48), the second daughter of SM Group Chairman Woo Oh-hyun (73), as its representative. This has led to analysis that Representative Woo Ji-young may be intending to pursue new business ventures for HN E&C.
HN E&C is a company renamed after Taecho E&C acquired and merged with HN Inc (formerly Hyundai BS&C) in 2024. HN E&C also absorbed its subsidiary, SM Holdings, last year. Currently, Representative Woo Ji-young holds a 100% stake in the company. Its main business is real estate and construction. The 37.7 billion won in revenue last year was entirely earned from pre-sale profits.
Amidst this, it has been confirmed that HN E&C filed for the 'Yunje' trademark last December. According to Kipris, the patent information service, the designated goods for Yunje include: shampoo, indoor air fresheners, perfume, toilet soap, cosmetics, candles, aroma candles, scented candles, sanitary pads, sanitary disinfectants, medical cleansers, and pharmaceuticals. These are primarily household goods and have little connection to HN E&C's core construction business.
Representative Woo Ji-young took office as CEO of HN E&C in March 2020 and resigned in August 2024. Subsequently, an individual surnamed Ham served as representative from August 2024 to November 2025, and in November 2025, Park Heung-jun (48), the CEO of Kukil Paper078130, was newly appointed as representative. Representative Park Heung-jun is the husband of Woo Ji-young.
According to the corporate registry, Representative Park Heung-jun resigned last December, and Representative Woo Ji-young was reappointed as CEO. It marks Representative Woo's return to lead HN E&C after 1 year and 4 months.
Representative Woo Ji-young's inauguration date was December 11, 2025, and the Yunje trademark application date was December 19, 2025. This is why many believe the trademark application reflects Representative Woo's intentions.
Consequently, there is analysis that Representative Woo Ji-young has begun full-scale management activities. HN E&C is in a situation where it needs a breakthrough due to poor recent performance. According to audit reports, revenue dropped 56.29% from 86.2 billion won in 2024 to 37.7 billion won in 2025. Operating profit was 27.9 billion won in 2024, but the company shifted to a deficit in 2025, posting an operating loss of 600 million won.
However, the specific business plan utilizing the Yunje trademark has not been confirmed. Bizhankook attempted to contact HN E&C for a comment, but was unable to reach them.