CreatripTeam

29CM, the fashion platform run by MUSINSA, is co-hosting the DDP Design Fair with the Seoul Design Foundation through the 19th — the country’s largest home and lifestyle exhibition. The fair recreates a 10-meter-tall “29 APT” (apartment) and divides spaces into four lifestyle personas to showcase home, furniture, lighting, fabric, and kitchen brands. Of 68 participating brands, 97% are Korean and 56% had no prior offline stores, giving many small labels first direct consumer exposure. Post-pandemic demand for home and living products has surged: South Korea’s home-furnishing market doubled to about 20 trillion won from 2010 to 2023. 29CM has been expanding into lifestyle retail with its “Egu Home” concept and a physical store in Seongsu, helping brands like Pinka (a Seoul Design Startup-supported label) grow rapidly through online sales and on-site DIY experience events. Foreign visitors are prominent, and 29CM sees global interest in “K-lifestyle” products as a growth opportunity via increased tourist touchpoints.