Muas Participates in '2024 Seoul Living Design Fair'
A Successful Small Giant with Strengths in Planning and Design
"Dreaming to Become the IKEA and Daiso of Interior Accessories"
"It's a brand I've never heard of before, but the product design looks clean, so I came in. The price is also cheaper than I expected." This is what Lee Seung-hee (24) said at the ‘2024 Seoul Living Design Fair’ held on the 28th at COEX in Samseong-dong, Seoul. Although it was an unfamiliar brand, she visited because there were many visitors at the booth, and she said she liked the products being sold and was considering purchasing them.
This is a view of the Muas booth participating in the '2024 Seoul Living Design Fair' held at COEX, Samseong-dong, Seoul on the 28th. (Photo by Dayeon Yeom)
This company is the emotional styling brand ‘Muas’. It is a small and medium-sized enterprise that designs, manufactures, and sells interior products, small home appliances, and mobile accessories. Among consumers, it has gained a loyal fan base through word of mouth for its high quality and design. At the ‘Seoul Living Design Fair’ where it participated this time, visitors to the Muas booth were continuous.
Founded in 2009, Muas is a ‘small but strong company’ that has successfully targeted the interior market by leveraging its planning and design strengths. The design team consists of about 10 members, which is twice as many compared to companies of similar size. Lee Young-cheon, director of the design team, explained, "Unlike other companies that only pursue flashy products, we focus on providing convenience to actual consumers while also paying attention to aesthetics," adding, "With appropriate functionality and design, we enable users to easily decorate their daily lives with cost-effectiveness." Positive evaluations of the design from visitors continued at the event. Yoo Min (30) said, "I came in because the clock looked prettier than those from other brands," and added, "If the price is not much different or cheaper, I plan to buy it."
Muas is currently available in online shopping malls as well as offline stores such as Hyundai Department Store and Costco. Based on its domestic market performance, it has also entered overseas markets through platforms like Amazon in the U.S., Qoo10 in Japan, and Magma in the U.K. Especially since starting exports to the U.S. market in 2019, it has shown steady growth.
Muas’s goal is to become the Daiso or IKEA of interior accessories. This is why they focus on their own design while providing cost-effective products. Park Si-hyun, director of Muas’s marketing team, said, "Because we did not just import from China or outsource and only handle distribution, we have been able to maintain the brand until now," adding, "Just as we currently rank high in categories like wall clocks, we will aggressively pioneer overseas markets to expand those fields."
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