Chubb, a US insurance group, is consolidating its three Korean affiliates under the unified brand name Lina, aiming to generate synergies through brand integration. The company's general insurance subsidiary, formerly known as Ace American Fire and Marine Insurance Company Korea, will be rebranded as Lina General Insurance to align with the other affiliates under Chubb Korea – Lina Life Insurance and Lina One. This move signifies Chubb's commitment to harnessing the strengths and capabilities of all three companies, fostering collaboration, and delivering customer-centric products and services in today's highly personalized era. The decision to unite under the Lina brand comes as Chubb's Korean operations face competition from major insurers controlled by Korean conglomerates. This rebranding effort is part of Chubb's broader strategy to strengthen its presence in the Asia-Pacific region, with Korea serving as a crucial foundation. Following the acquisition of Lina's Korean operations, Chubb has been restructuring its local businesses to leverage the strong reputation of the Lina brand in Korea. Additionally, Chubb has appointed the president of Lina Life, Cho Jee-eun, as the senior country executive of Chubb Korea, signaling a customer-focused approach and a return to fundamental principles for the unified Lina entity.