Korean Apartment Interiors: Ohouse and Remodel Trends — 2026-10-16
Hanssem has launched the furniture industry's first extended warranty insurance, "AS Care+," offering three additional years of coverage to address growing consumer concerns over repair costs. Meanwhile, interior remodeling complaints surged by 22.2% in the first half of 2026, with defect repairs accounting for nearly 57% of all cases, prompting warnings from consumer agencies. As housing transactions remain frozen, the trend of "Stay-modeling"—partial renovations of existing homes—continues to gain traction over full remodels.
Korean Apartment Interiors: Ohouse and Remodel Trends — 2026-10-16
Top developments
Hanssem introduces industry-first extended warranty insurance
On October 13, 2026, Hanssem announced the launch of "Hanssem AS Care+," an extended warranty insurance product that allows customers to extend their furniture warranty by three years with full repair costs covered. This move comes as Hanssem’s Q2 2026 revenue fell by 9.20% to KRW 417.23 billion, suggesting a strategic shift toward service retention amidst softer sales. The initiative aims to differentiate the brand in a competitive market where post-purchase reliability is increasingly valued.
Interior remodeling complaints jump 22% in first half of 2026
Data from the Korea Consumer Agency reveals that interior remodeling complaints rose by 22.2% year-over-year in the first half of 2026, totaling 430 reported cases. Defect repairs constituted 56.9% of the 2,243 cases filed between 2023 and the first half of 2026, highlighting persistent issues with workmanship. Local media outlets like The PR have published guides on handling disputes, noting discrepancies between quoted estimates ("gong") and actual site work ("jogong") that often lead to conflicts.
"Stay-modeling" replaces full remodels as housing transactions freeze
With Seoul apartment prices rising for an 88th consecutive week and transaction volumes falling 13.5%, consumers are increasingly opting for partial renovations over moving. This trend, dubbed "Stay-modeling," involves upgrading specific spaces like kitchens or bathrooms rather than undertaking full-scale remodels. While recent articles on this trend date back to late September, the continued rise in home decor sales at retailers like CJ ONSTYLE and Lotte Department Store confirms the momentum persists into mid-October.
Local view
Local Korean media are actively warning consumers about the risks of hiring unregistered contractors through online platforms. Financial News (FnNews) highlighted a case where a consumer spent 20 million won on interior work only to discover the contractor was unregistered, leading to difficulties in seeking redress. Mild Economy reported that the Korea Consumer Agency has issued a "precautionary advisory," urging consumers to verify that contractors are registered under the Construction Industry Basic Act before signing high-value contracts. SBS News also emphasized that interior-related damages increased by 22% year-over-year, advising viewers to check business registrations carefully.
Context & numbers
- Complaint Volume: 430 interior-related consumer complaints were filed in H1 2026, a 22.2% increase from the previous year.
- Defect Rate: Defect repairs account for 56.9% of all interior disputes recorded since 2023.
- Hanssem Financials: Q2 2026 revenue for Hanssem dropped 9.20% year-over-year to KRW 417.23 billion.
- Market Trend: Seoul property transactions fell by 13.5%, driving consumers toward partial renovation products instead of moving.
On the radar
- Consumer Agency Advisories: Monitor further warnings from the Korea Consumer Agency regarding unregistered contractors, especially as autumn moving/renovation season peaks.
- Warranty Adoption: Track how quickly competitors like LX Hausys or Ohouse respond to Hanssem’s new extended warranty insurance model.
- Q3 Earnings: Upcoming Q3 results for major interior firms will reveal if the shift toward "partial remodeling" is offsetting the decline in full-scale project revenues.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
Powered by
