K-Interior Gains Traction in Japan, Today’s House Leads Expansion
SHIBUYA, JAPAN – Korean living brands are making inroads into the Japanese market, fueled by growing consumer interest and spearheaded by online platform Today’s House. The company’s recent participation in the ‘Natsumatsuri 25′ lifestyle pop-up in Shibuya from September 13th to 15th showcased Korean interior design to Japanese customers, signaling a potential shift in the country’s home furnishing landscape.
Today’s House, which entered the Japanese market in 2022, is actively expanding its offline presence to complement its online platform. The event highlighted brands like ‘Rare’ and ’MMK,’ already recognized by many Japanese consumers. Officials from Today’s House reported positive feedback, with visitors expressing satisfaction at being able to access Korean brands within Japan. This expansion comes as the Japanese domestic market faces stagnation,while interest in Korean interior styles rises.
The pop-up event featured the Ohus booth, attracting a notable number of Japanese customers eager to explore Korean living aesthetics. “some visitors have expressed thier feelings that they are happy to be able to buy Korea’s high sensitivity brands in Japan through Oh House,” a Today’s House official stated.
The trend is drawing attention from korean companies like Hanssem (009240, KOSPI), the largest home interior and remodeling company in Korea, currently trading at 46,250 won (+2.32% as of 3:30 PM KST on September 19th). Analysts note that increased online and offline engagement is crucial for business growth in the Japanese market, and the external habitat is becoming increasingly favorable for Korean companies expanding overseas.
