The Evolving Decoration Craze... Expressing Individuality by Sticking Stickers on Various Items
Tenbyten Expands 'Dekutterior' Exhibition Following 'Tenten Stationery,' the Holy Place for Dakkureos
[Asia Economy Reporter Lee Seon-ae] A decorating craze is sweeping through the MZ generation (Millennials + Generation Z). Starting with decorating diaries, known as ‘dakku,’ the trend has evolved into various forms such as ‘skku’ (decorating with stickers), ‘ponkku’ (decorating phones), ‘dekku’ (decorating desks), and ‘polkku’ (decorating Polaroid photos). This trend has especially accelerated due to the increased time spent at home amid the COVID-19 pandemic.
◆ Decorating Craze Begins with ‘Dakku’... Market Size Reaches 10 Billion KRW = As of the 2nd, hashtags on Instagram, a social networking service mainly used by the MZ generation, show 1.16 million posts for ‘dakku,’ 91,000 for ‘skku,’ 14,000 for ‘ponkkumi’ (phone decorating), 29,000 for ‘chaeksangkkumi’ (desk decorating), and 37,000 for ‘polkku.’
The decorating craze started with dakku. Diary decorating, which has existed for some time, has recently gained attention over the past 1-2 years riding the waves of retro and so-hwak-haeng (small but certain happiness) trends. While traditional diary decorating focused on the diary itself, recent dakku emphasizes decoration as a way for young people to express their individuality and tastes.
Using stickers, masking tape, and inserts, individuals decorate their own diaries and post them on social media as proof. Since the diaries are personally decorated, it provides a sense of accomplishment and helps with mood improvement. People search for pretty stickers or even design and have them printed at print shops. These stickers are called ‘inseu’ (print shop stickers) and are traded among enthusiasts.
As dakku gained popularity, related products such as mate (masking tape), inseu, and tteokme (rice cake binding memo pads) also became popular. Stationery retailers like 10x10, Kyobo Bookstore’s Hottracks, and Daiso have created dedicated dakku sections, and specialty stationery stores such as ‘Naemamdaero Dakku Dakku,’ ‘Inseu & Slime,’ and ‘Kkaman Neoguri’ have emerged. The industry estimates the dakku market size to be around 10 billion KRW.
◆ MZ Generation Enjoying ‘Skku’ = The MZ generation who decorate diaries have now started decorating frequently used items such as phones, laptops, and tablets with stickers. This is called skku, where stickers are used to express one’s personality and preferences.
With skku becoming widespread, removable stickers that can be attached anywhere and removed without leaving marks have become popular. Sticker sizes have also diversified, including big stickers for laptops, medium-sized stickers for phones or tablets, and small stickers for wireless earphone covers.
Popular stickers include ‘alphabet and number stickers’ that allow users to express names, favorite words, numbers, or birthdates. ‘Character stickers’ that express emotions through cute characters and ‘confetti stickers’ that resemble party decorations with bursting fireworks are also popular.
Dakku has evolved to include desks. The MZ generation, having enjoyed the fun of decorating diaries, have started decorating their desks where they spend most of their day. This has led to the emergence of the new term ‘dekku-terior’ (desk decorating + interior). ‘Dekku’ is spreading further through the culture of sharing daily life online. On Instagram, popular hashtags such as ‘gongstagram’ (posting study photos), ‘jipstagram’ (showing one’s home), and ‘dakku’ (diary decorating) continue to be posted regularly.
The decorating culture, which loves to decorate everything with stickers, has recently extended to decorating Polaroid photos. Polkku involves printing photos in Polaroid style and decorating them with various stickers. This trend has become popular among idol fans as a new form of fan culture. The process of selecting photos of favorite celebrities, printing them, and decorating them with stickers to express personal taste is a key factor in its popularity.
◆ 10x10 Leads the Craze as a Dakku Sanctuary = Companies are conducting various marketing activities targeting the decorating craze. Department stores like Lotte and Shinsegae are holding ‘Dakku Fairs’ featuring diary decorating supplies, attracting much attention.
Design product specialty mall 10x10 has been operating a diary-exclusive section called ‘Diary Story’ for 13 years since 2007. It gathers and sells dakku supplies such as diaries, stickers, and masking tape in one place. Beyond product sales, it captures the hearts of the MZ generation interested in dakku through ‘Dakku TV,’ which shares decorating know-how via videos, and ‘Dakku Toktok,’ where customers upload their decorated diaries and vote for the best dakku creators.
Until December last year, the ‘10x10 Daehangno Store’ operated a stationery-only space called ‘Tenten Munbanggu’ on the second floor, known as a sanctuary for dakku enthusiasts. From this year, Tenten Munbanggu has been operating online, introducing dakku supplies for customers interested in diary decorating.
Additionally, 10x10 has held themed events such as ‘Emotional Dekku-terior’ (February), ‘Retro Dekku-terior’ reflecting the 90s retro concept (March), ‘Healing Dekku-terior’ creating a fresh spring atmosphere (April), and ‘Travel Dekku-terior’ featuring overseas curated shop products to stimulate travel desires (May).
A 10x10 representative explained, “For the MZ generation, decorating is a means of expressing individuality and an activity to cultivate their daily lives, establishing itself as a culture. At 10x10, we propose various decorating activities, including desk decorating (dekku-terior), hoping customers enjoy filling their lives with things they love.”
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