CreatripTeam

At the DDP Design Fair in Seoul, a large experiential showcase by 29CM and Seoul city presented K-lifestyle through an apartment-themed pop-up featuring living brands like 60SECONDS and FRAM where visitors could touch pillows and make keyrings. The fair, organized to appeal to MZ-generation tastes, reflects how Korea’s home-furnishing market has more than doubled since 2010 and is expected to exceed 20 trillion won this year. Growth is driven by more single-person households and higher per-capita income, prompting retailers to shift from selling products to curating spaces and experiences—29CM and MUSINSA are expanding from fashion into living, kitchen and stationery, opening offline hubs like 29CM HOME in Seongsu. Industry observers say K-lifestyle—combining design, fashion and content—is emerging as a new exportable cultural trend, extending the K-wave beyond K-pop and K-fashion.