Do-it-yourself interior designing is all the rage, especially among a bulging population of young singles. They are drawn to the idea of turning their homes into s of their individualism and their own interpretations of beauty and utility.
Small multi-functional furniture that can be tucked into small spaces is gaining popularity, thanks to the ongoing do-it-yourself interior designing trend among those in their 20s and 30s.
Until recently, the workday in Korea frequently ended with a staff dinner, followed by time at a karaoke club, and then a soju bar or beer pub. But the new generation of employees prefers moderate drinking and healthy leisure activities. As Koreans reset their work culture, indoor sports, a kind of virtual reality activity, has become a booming business.
Sports simulation venues appear to be a combination of the gaming cafés and karaoke bars of the 1990s. But apart from having a large screen simulator, they are operated differently. Like a theme park, they apply various fees instead of a flat fee, and serve drinks and snacks. Still, many office workers and young people consider these places to be a cheap option for leisure activity.
Shelves, framed pictures and small plants can change the atmosphere easily, requiring little money or effort. Many young people buy such s on online shopping sites, where goods can be compared at a quick glance.
Personalization of Space
Choi Go-yo, a guest on the cable television program “The Class of My Room,” broadcast on tvN, said she has spent a mere 799,100 won turning her 50-square-meter room in a 25-year-old multiplex house into a cozy space resembling a café. Her incredible feat left the audience wide-eyed with surprise.
Choi, a space manager and author of the book, “Do You Live in a Place That You Like?,” said she is glad to see the public take an interest in their space.
She said, “I’ve been changing the space I’m in to suit my own taste ever since I began living alone. I’ve learned how to achieve a sense of satisfaction in my own space by filling it, be it a 20-square-meter rooftop room or a two-bedroom apartment, with my favorite things. Only a few years ago, those who rented their homes under the old-fashioned jeonse (deposit lease) system tended to believe that they were doing something good for the landlord, not for themselves, when they made home improvements. But there has been a big change in this perception.
I think this phenomenon is being d thanks to a change in values among people who want to pursue happiness that is close at hand, not in the distant future.”
Lee Ha-na, a 22-year-old college co-ed, enjoys the convenience of online shopping. Last spring, she d a fresh atmosphere in her semi-basement rented room by hanging a floating shelf near the window and putting potted herbs on it. “I only spent tens of thousand won buying them. But they were gifts for myself,” she said. “Buying furniture and home accessories has now become a pastime of mine for a change of atmosphere.” She added that she keeps DIY affordable simply by skipping coffee or saving pocket money.
New Pastime
Kim Hoon, an office worker who purchased a home in the heart of Seoul, is a DIY aficionado who collects ideas and shows off the results. Through frequent searches for images of rooms and houses on Instagram, he obtains information on furniture models and brands. He recently posted photos of his bedroom after giving it a new coat of paint and hanging up pictures. He gloated over the many “likes” he received.
United by their mutual hobby, those in their 20s and 30s frequently share Instagram photos using the hashtag “#jipstagram,” forming a sort of online community (jip means “house” or “home”). More than two million images pop up on the screen when #jipstagram is searched on Instagram. A search for #selfinterior leads to hundreds of thousands of images of newly decorated interiors. “House of Today,” a mobile app for quick and comprehensive examples of interior designs, is also popular among DIY enthusiasts. With a community function facilitating exchanges of opinions, this app is popular among young people.
Reporter Shin Jin-soo of the interior design magazine, Maison Marie Claire Korea, attributed the DIY craze to the growth of social media. She said, “People began taking an interest in do-it-yourself interior decorating four to five years ago. But I think it really took off about two years ago. It’s obvious that social media networks and mobile apps are spreading the craze. Cool images on Instagram or Pinterest are accessible to everyone. It’s a kind of play or pastime for the young generation.
“I don’t think it is a passing fad but a positive change in lifestyle. It’s good to feel happy after successfully decorating your own space with your own hands. Above all, you need to think about what you like before decorating your own space. You should know yourself first to do that. Do-it-yourself interior designing can be a chance for you to think more deeply about yourself.”
Do-it-yourself interior decoration has become so popular chiefly because it is easy for everyone to buy design materials with which they can various styles even though they have neither professional knowledge nor aesthetic acumen. It is possible to a unique, individualized design simply by putting together ready-to-assemble furniture pieces.
“It’s become easier to buy materials such as tiles and paints, as well as furniture and home accessories, as the do-it-yourself interior design market has grown bigger,” Lee Eun-kyung, an interior design editor, said. “This industry will continue to be subdivided into a number of segments.”
She also said, “Some new interior design materials in the market are amazing. They include easy-to-put-up wallpaper and plastic sheets in various colors, with which you can easily change the color of your kitchen sink or furniture. Besides, some timber dealers cut wood to size for your own convenience. Such materials bought online are delivered quickly. Online shopping is easy for everybody to enjoy.”
A young woman tries to perfect her technique at the painting class of Home & Tones. A growing number of companies are offering a DIY interior designing program for customers who seek happiness in decorating their own space.
The interior of a multiplex house that Choi Go-yo, a space manager, has decorated. She only spent about 800,000 won to turn her old 50-square-meter home into a cozy space, surprising viewers of her cable TV show on DIY ideas.
“It’s good to feel happy after successfully decorating your own space with your own hands. Above all, you need to know about what you like before decorating your own space. You should know about yourself first to do that.”
Marketing Layout
Undoubtedly, IKEA has played a pivotal role in altering perceptions and opportunities in DIY. This global company opened its first outlet in Korea in 2014. It won the hearts of Korean consumers in a short period of time with “sweet candy colors, multifarious designs, and low prices,” shattering the stereotypical image of heavy, ponderous home furniture. Global living brands have also taken root, offering reasonable prices. And Korean companies have joined the market trend.
Hanssem, a Korean interior design company, has recently concentrated on developing small multipurpose furniture and DIY products for single-person households. Samhwa Paint has opened an outlet store called Home & Tones. It sends representatives to fairs, exhibitions and customer service sessions to give consumers DIY tips such as furniture and interior painting solutions. Samhwa products come in remarkable varieties - paints that turn walls into decorative magnetic boards, luminous paints, and paints that can a vintage atmosphere - depending on the target surface, whether wallpaper, walls or furniture.
“In the past, most paints were purchased by professional interior designers or companies. But these days, they are bought by individual consumers in small quantities,” said Yang Soo-hyuk of the marketing team at Home & Tones.
“Consumers now have a high level of knowledge and want to take the initiative in decorating their own spaces. Another notable trend is that they’re attracted more to eco-friendliness and convenience rather than colors or styles when they buy paints,” he added.
In view of the rising demand at the retail level, companies that previously focused on wholesale marketing are trying to get closer to individual consumers. Moongori.com, a DIY shop, has d a customer-friendly environment for one-stop shopping. At the same time, it recently expanded offline stores in Seoul and Ilsan in Gyeonggi Province. Younhyun Trading, a tile dealer, is also attracting more customers by entering markets in collaboration with artists.
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