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These days, large construction companies sometimes create high-end apartment brands separately. As a result, there are increasing numbers of conflicting places demanding that the brand be used here and there because they think that house prices will rise when the brand is added to the name of the apartment.



Reporter Han Sang-woo reported.



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This is the Noryangjin New Town District 4 in Seoul, which is undergoing redevelopment.



The redevelopment association officially requested Hyundai E&C, a construction company, to use the premium brand 'The H' instead of the existing brand Hillstate.



Hyundai E&C is in a difficult position because the H has only been used for apartments along the Han River in Gangnam, Yeouido, and Yongsan in Seoul, but the union protests, saying that other high-end brands of other companies are attached to other nearby complexes.



[Oh Hyung-jin / Seoul Noryangjin New Town District 4 Redevelopment Association President: (Residents) will do it even if the construction cost increases. The neighboring area has already been decided as 'Acro', and 'Summit' was decided to decide the treatment. If

we do not do our Noryangjin District 4, we will review until the construction company is terminated.]



This kind of conflict is a phenomenon that occurred when some large construction companies beat other companies in the bidding and put the top brand in order to receive more construction costs.



In addition to the Noryangjin redevelopment complex, conflicts over the top brand name in Jung-gu, Seoul and Gwangju Metropolitan City have led to lawsuits with construction companies over contract termination, and dismissal of the union president within the union.



However, market analysis is that house prices do not rise just because the name is the highest grade.



[Seo Ga-young/Authorized Realtor: I would like to see such a name value, but I do not think that (the name of the apartment) has a direct impact because I compare a lot of other conditions (such as location).



] There are many complaints that it feels like an old house when used, so the conflict over luxury brands is unlikely to be resolved.



(Video coverage: Jeon Gyeong-bae, Seol Min-hwan, video editing: Jo Moo-hwan)