Korea Homecare Platform Association Launches, Living Lab CEO Yeon Hyun-ju Appointed Inaugural President

## The Household and Care Services Industry Reaches a New Turning Point: A Future Blueprint Presented with the Launch of the Korea Household and Care Platform Association **SEOUL, 202X, X X, 202X** – Good news has been delivered to our society, which has been grappling with the difficulties of work-life balance and the severe low birth rate problem. Major domestic household and care platform companies have joined hands to officially launch the 'Korea Household and Care Platform Association,' declaring their active commitment to solving social problems through the institutionalization and innovation of the household and care services industry. Yeon Hyun-joo, CEO of Life Lab, who has successfully operated the life care platform 'Cheongyeon', has been appointed as the inaugural chairman of the association, drawing significant attention. **Strengthening Social Responsibility Through a Private Coalition** The Korea Household and Care Platform Association goes beyond being a simple gathering of companies; it holds significance as a private coalition for the sustainable development of the household and care services industry. The association aims to protect the rights and interests of industry workers and elevate service quality as its core objectives. Furthermore, it plans to take the lead in creating a forum for policy discussions and seeking practical solutions to address national challenges such as the low birth rate and aging population. Yeon Hyun-joo, the chairman leading the association, has spearheaded the digital transformation and advancement of household and care services through 'Cheongyeon' (Cheongso Research Institute, Cheongyeon Care) since establishing Life Lab in 2017. Under her leadership, the association is expected to build a strong influence by encompassing leading domestic household and care platform companies, including not only Life Lab (Cheongyeon) but also Mompyeonhan Sesang (MomSitter) and Bosalpim (Bosalpim). Additionally, it plans to expand its scope of cooperation to include academia, research institutions, and social enterprises in the future to secure a broader perspective and greater expertise. **Key Tasks: Improving Worker Treatment, Standardizing Services, and Policy Proposals** The main tasks presented by the association comprise important agendas spanning the present and future of the household and care services industry. One of the most urgent tasks is to vitalize household and care services while managing standardized service quality. This is an essential factor for users to receive reliable services and for enhancing the overall trustworthiness of the industry. Furthermore, improving the treatment of platform workers is one of the association's core objectives. Despite its importance, household and care labor has tended to be undervalued. The association plans to explore various measures to ensure their stable income, healthy working environment, and increased social recognition. Through this, it plans to support the household and care services industry in becoming an important channel for providing quality jobs to women and seniors. Moreover, the association will focus on strengthening its government policy linkage and proposal activities to establish a public-private cooperation model. In particular, the association plans to participate at an organizational level in policy discussions and public hearings hosted by the government and local authorities, delivering voices from the field and presenting effective policy alternatives. **Data-driven Industry Development and the Establishment of Self-Regulation** The association has presented a concrete roadmap to enhance the transparency and professionalism of the household and care services industry. First, it plans to accurately grasp the current status through a survey of the household and care services industry, and based on this, develop a standard educational curriculum to promote the strengthening of workers' capabilities. In addition, it will establish platform self-regulation and ethical guidelines to create a healthy market order, and share the industry's achievements and challenges through the publication of a 'White Paper on Co-prosperity in the Household and Care Services Industry'. These efforts will serve as a foundation for the household and care services industry to establish itself as a crucial pillar of social care infrastructure and strengthen policy proposal activities for protecting workers' rights. **"Household and Care Services Are an Area Society Must Take Collective Responsibility For"** Chairman Yeon Hyun-joo emphasized, "Household and care services are no longer an individual's burden but an area that society must take collective responsibility for," stating her ambition that "the association's primary goal is for private platforms to take center stage in creating an industry ecosystem that both workers and users can trust." This is a powerful message declaring that household and care services go beyond individual convenience, serving as essential infrastructure for the sustainability of society as a whole. Meanwhile, the association plans to further highlight the significance of its launch by hosting the '2025 Population Future Forum Special Debate' with Assemblywoman Seo Young-kyo's office on the 14th. This debate, held under the theme of 'Work-Life Balance Through AI Innovation, Finding Answers to the Population Crisis,' is expected to deeply discuss the economic effects and development strategies of AI-based household and care services, seeking practical alternatives to resolve the population crisis. All eyes are on whether the launch of the Korea Household and Care Platform Association will provide new momentum for work-life balance and solving the low birth rate problem in our society, becoming a significant turning point that elevates the status of the household and care services industry.