NH NongHyup Capital launches unified brand 'NCAP,' with exclusive model Byun Yo-han

NH NongHyup Capital CEO Jang Jong-hwan introduces the company's new unified brand, NCAP. [Jeong Ho-won]

NH NongHyup Capital officially launched its new unified brand, NCAP, on Wednesday, saying the rollout was timed to mark the company's achievement of 10 trillion won ($6.7 billion) in operating assets and a No. 3 ranking in brand reputation. The company also announced a goal of becoming the seventh-largest specialized credit finance firm in South Korea.

To mark the occasion, NongHyup Capital held a brand launch event called "NCAP Day 2026" at One Sentinel in Yeouido, its new headquarters. About 250 people attended, including company executives and employees, customers, partners and representatives from affiliated organizations, as well as the company's exclusive model, actor Byun Yo-han. Also in attendance were residents of Deokchon-ri village in Danyang, which has maintained a sister-community relationship with NH NongHyup Capital since 2009, along with culturally underserved groups and other socially vulnerable individuals invited in partnership with the Yeongdeungpo-gu Volunteer Center.

NCAP stands for "Near the Customer, Always a Partner," capturing the company's commitment to being a steady partner at customers' side. The brand name was selected through an internal contest open to NH NongHyup Capital employees in January.

The brand's core colors are teal and marigold. Teal combines the green of NongHyup Central and the blue of NH NongHyup Financial Group, representing the group's identity and financial expertise, while marigold conveys energy and highlights the triangle at the base of the logo, which symbolizes a point of departure.

The event opened with a promotional booth and pre-event activities, followed by a brand presentation, the official NCAP launch declaration, a talk show and a celebratory performance. Lee Sang-hyun, head of the management support division, who led the brand presentation, said the company was entering its 18th year of operations and had set a goal of becoming the seventh-largest specialized credit finance firm. "We will apply the NCAP identity across online channels, social media marketing, offline touchpoints and our internal culture," he said.

Actor Byun Yo-han, NH NongHyup Capital's exclusive model, appears as a talk show panelist at the NCAP Day 2026 event. [Jeong Ho-won]

The event drew particular attention when Byun Yo-han, the company's exclusive model, took the stage as a talk show panelist. Byun said that even during the commercial shoot, NCAP struck him as a brand with youthful energy — "like a thumbs-up," he said.

CEO Jang Jong-hwan said NCAP was more than just a new name. "It is a brand that embodies the philosophy NH NongHyup Capital has built over 18 years of standing by our customers," he said. "We will grow into a financial partner that all our employees, united under one brand, can be trusted by our customers."

NH NongHyup Capital was incorporated as a subsidiary of NongHyup Central in 2008 and has since provided a range of financial services — including auto finance, personal finance and corporate finance — as a specialized credit finance company. This year marks its 18th anniversary.

won@heraldcorp.com