Recent research by one of our Group companies, Marcomill Embrain who operate in Asia, highlighted a growing trend in South Korea. We identified that more than half of people said they had spent increasing amounts of time at home in the past year because of “growing social anxieties”. Part of this time was spent watching DIY programs, where houses and flats are made over to improve the lives and wellbeing of occupants. This viewing behaviour has also prompted another trend – “bangstagram”- where DIY shoppers collect and share photos of renovated flats on social media. Despite the economic slump, the popularity of these programs is actually driving an uplift in sales in the home furnishing sector. As The Economist reported in their article of 23rd July which quoted our research, the ultimate objective of this DIY craze to make time at home “very special, almost festive”. You can read the full article here: http://www.economist.com/news/asia/21702515-television-shows-interior-design-are-bringing-down-house-bangsta-style
The meaning of home in South Korea as reported by The Economist
