The demand for home decor items is growing among Koreans today, in a sensation that has been dubbed the “candle effect.”
A spinoff of the “lipstick effect,” which refers to a hike in consumption of cosmetic goods during recession, the newly coined term indicates the increasing popularity of small home decor items such as scented candles, cushions and figurines that are more affordable than furniture but effectively liven up the home ambience.
Virtually nonexistent just five years ago, the Korean market for decorative candles is now exploding, making it a heated battleground for global brands Woodwick, Yankee Candle, Izola, Aspen Bay and others. Candles from luxury fragrance makers Diptyque, Joe Malone and Penhaligon’s are fast becoming some of the most sought-after gift items at department stores, even when priced at around 90,000 won per jar.
A number of reasons are cited for the new consumer trend: a culture veering toward substantial lifestyle improvement, a changing attitude toward living space, an intensifying desire to boast of purchasing power on social media, and even the economic downturn affecting Korea’s housing and rental systems.
One factor widely agreed upon is the rise of single households. More than 27 percent of households in Korea are to be one-person in 2015, significantly up from 15.6 percent in 2000, according to Statistics Korea. Projections show that over one-third of the population will be living alone by 2035.
Singles in their late twenties to thirties living on their own want to create an aesthetically pleasing personal space, says Lee Tae-hee, manager at the Hongdae store of lifestyle brand Butter.
“Before, students and office workers living alone favored practicality over design,” said Lee in an interview. “They only bought basic household necessities. Now, there is a change in mentality ― they are actively interested in decorating.”
Launched to meet this emerging need, Butter offers a collection of home accessories ranging from plates to diffusers, towels and more. Tumblers and cushions are among the most popular items sold, Lee said, because they are at once decorative and cheap.
Moreover, the interior market is no longer limited to a largely female consumer base, says Lee Yu-rim, president of furniture store Riviera Maison, as more and more men seek out personal items to enjoy at home.
“We see a lot of male customers looking for comfortable chairs to relax in while listening to music alone at home,” she said.
Tightened purse strings, paradoxically, are seen as another reason behind the candle effect.
Korea’s consumer confidence index, which in part measures the willingness to spend, ranked the second lowest out of the 60 countries surveyed, according to a Nielson report. But when people can’t afford the big things, it seems, they seek out cheaper substitutes.
“People don’t buy furniture when the economy is bad, but smaller accessories become even more popular,” observed Lee. “Lamp shades and sofa throws, for example. They’re cheap, but can completely change the atmosphere of your home.”
At the same time, with individual income on the rise for the past 15 years, according to Statistics Korea, consumers are diversifying their areas of consumption and spending more on comfort.
“While Korea is big on fashion and cosmetics, we have been in the dark on interior decorating,” Lee said. “Up to three or four years ago, candles did not sell well at all, but last winter, they sold out. People have learned to enjoy the relaxing effects of a burning scented candle.”
The abundance of identically structured apartments and the difficulty of acquiring a home in modern Korea might also have contributed to the thirst for a unique environment.
“I’ve yearned for a space of my own ever since I was young,” said Kim Dong-hyeon, lifestyle blogger and author of interior self-help book “Nomad Interior.”
“Even at work, I was surrounded by rigid desks and chairs that were far from creative. I wanted to create a cozy home after I got married.”
Kim says his passion for home decor is both a personal hobby and a way to provide a pleasant, albeit humble, backdrop for his family.
“When I see my house slowly transitioning into what I had in mind, it feels like my life is going in the right direction,” he said. “When I dine with my family at a well-decorated table ... I feel glad to be able to provide a peaceful environment, even if it’s not that luxurious.”
While many view the demand for home decor goods as a sign that Koreans want to substantially enhance their lifestyle, some point out that it is mainly driven by “ostentatious consumers” who like to show off their purchases on social media.
“It’s true that Koreans have become much more focused on lifestyle due to Western influences and the growing individualistic culture,” said Kim Young-hoon, professor of psychology at Yonsei University.
“However, the fact that they constantly take photos of their homes and post them on Facebook still suggests a strong desire to gain the approval of others.”
By Rumy Doo (
bigbird@heraldcorp.com)
