Beyond Smart Community Centers for the Elderly, to Childcare… A Corporate Shift in 'Welfare Paradigm'

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"Huge budgets are poured into community centers for the elderly to install digital devices, yet there is insufficient consideration on how seniors can truly enjoy and utilize them. Many corporations and institutional investors focus solely on hardware distribution, ultimately leaving these devices abandoned."

Shin Do-sung Na U-bi-gin (CEO) addressed issues with currently operating 'smart community centers for the elderly,' stating, "We need a model that combines content and operational systems enabling seniors to genuinely enjoy themselves and maintain their health—not merely a supplier-centric approach focused on device distribution."

Launched in 2021 under the Ministry of Science and ICT, the smart community center project aims to introduce digital technology into existing centers to provide health management, non-face-to-face education, and leisure activities ahead of society's entry into an ultra-aged demographic.

While the initiative intends to transform community centers into 'care hubs' for the smart era, seniors' usage rates of smart devices remain extremely low, and specialized content is inadequate. In reality, participation often remains limited to one-time trial experiences.

Shin (CEO) stated, "Timing is not crucial for new challenges," adding, "We embedded the meaning 'Begin Now' into our mission out of hope that seniors will start without hesitation."

He further emphasized, "Our mission reflects a desire for community centers to evolve beyond mere rest stops into growth and communication hubs where seniors begin their second chapter of life. Smart community centers should compete not on infrastructure but on operational performance—focusing on facility activation and sustainability."

Now Begin currently operates over 400 smart community centers in partnership with eight local governments nationwide. Its distinguishing feature from other operators is the prominent promotion of 'Healthtainment'—a concept blending health (Health) and entertainment (Entertainment).

Shin (CEO) stressed, "Now Begin does not simply broadcast one-way VOD videos. We have built a real-time live communication model that breathes with seniors through our four in-house studios and over 70 professional instructors."

Now Begin holds more than 2,000 content pieces including yoga, stretching, singing classes, and health consultations, producing 80–100 new contents monthly. He explained, "We realized 'immediate responsive communication,' where professional instructors read seniors' facial expressions on screen and call out their names."

He added, "In the past, exercise was for longevity; today, its purpose is cultivating self-charm. Our strength lies in operating based on user-centric data that tracks how many seniors participate daily and alleviate emotional isolation."

For smart community centers established by Now Begin, senior program participation rates reached 95%, with satisfaction at 90%. Shin (CEO) remarked, "Technology is a tool to better convey human warmth. We aim to contribute to improving seniors' quality of life."

Shin (CEO) noted, "Early on, the biggest barrier was the perception that 'video content is technology anyone can use.' Strong preconceptions existed that seniors would dislike non-face-to-face classes, but through meticulous design, we raised completion rates for remote lessons to 90% of in-person levels."

He recalled a memorable episode from a live singing class held at a community center in one region. After an instructor directly pointed out and warmly greeted a senior who had previously only observed classes, that senior expressed, "It felt like having a real conversation—I enjoyed it," leading to active participation in the center.

Shin (CEO) stated, "Adding even a small sense of connection to what could otherwise be a silent daily routine at community centers makes seniors return. This modest communication becomes their most practical motivation."

He diagnosed that since most community center users are women, and 80% engage in the closed environment of Hwatu (Korean card game), seniors who do not play Hwatu feel marginalized even within the center, often returning home—potentially leading to social disconnection, lonely deaths, and depression.

He emphasized, "Now Begin aims to 'alleviate exclusion through connection.' We will rebuild strong local community bonds beyond blood ties, helping seniors escape lonely deaths and depression while enabling children to grow within emotionally supportive care."

Shin (CEO) pointed out that broadcasting identical content unilaterally to community centers nationwide does not align with senior care. He explained, "Operating services at the level of small local communities fosters a sense of 'we,' allowing users to participate actively without feeling excluded."

He further elaborated, "Even when multiple centers connect simultaneously, screen configuration creates the impression that each instructor and user face each other one-on-one. This allows individual seniors to experience a private environment where they feel exclusively connected to their instructor and receive personalized care."

Now Begin has signed a global content supply agreement with Samsung Electronics and prepared to enter markets in five countries, including the U.S. and Japan, targeting overseas Koreans and local seniors. Shin (CEO) stated, "K-welfare solutions combining Korean community center culture with smart technology possess sufficient competitiveness amid global aging trends."

Additionally, leveraging accumulated technical expertise and know-how from community centers, Now Begin is accelerating the construction of 'smart childcare centers.' He said, "We aim to transition from traditional childcare centers focused solely on academics to a 'care-type model' where children experience emotional stability and creative play."

Shin (CEO) emphasized, "Starting with Andong City in Gyeongbuk Province, we plan to expand this model to over 4,000 childcare sites nationwide. Beyond smart community centers, we will extend to childcare centers to complete a 'generational integration welfare platform.'"

He added, "Simple robots or highly advanced technologies alone clearly have limits in care. Our ultimate goal is creating a world where anyone, regardless of age or need for care, can start each day better than the last without exclusion."

[MoneyToday startup media platform 'Unicorn Factory']