On Trend: Everything Asian

It’s not just mahjong. Or Hello Kitty. Or KPop Demon Hunters. Asian culture, styles and themes are trending just about everywhere, from beauty and music to travel and food. With Gen Z leading the charge, it’s a phenomenon the home and housewares industry should pay attention to.

Cross-Cultural Appeal

Young people aren’t just gravitating to one Asian country or culture. Cultural influences from Japan, South Korea and China especially have made waves recently.

In some cases, there’s an embrace of a specific product, genre or show. Think the Korean beauty injectable Letybo (up 5250% in Yelp searches), which is threatening to replace Botox as the preferred treatment for smoother skin. Or Japanese anime, which has seen viewership triple in just five years, according to Netflix. And don’t forget viral sensation Labubus, which came from Chinese toymaker Pop Mart.

A Different Way of Life

In other cases, younger consumers appear to be gravitating more to certain values, habits or ways of life associated with Asian culture.

Take for example Japan’s ascent to be the “it” travel destination. “Gen Z travelers are flocking to Japan in record numbers, and many say they are chasing something they no longer expect to find at home: everyday civility,” according to Fortune. “American Express travel data show bookings to Japan among Gen Z and Millennials have surged 1,300% since 2019, turning the country into an idealized escape where trains are on time, streets are spotless, and strangers are unfailingly polite.”

When it comes to China, younger generations seem to be attracted to the country’s home remedies, wellness practices and art of slowing down. On TikTok, the Chinamaxxing trend includes everything from drinking hot water instead of iced lattes to practicing the Qigong, the ancient Chinese mind-body-spirit practice.

Reflection of Values

Often times, the values people associate with a certain country or culture are reflected in the styles or products they select.

The whimsical style many consumers are looking for in home, fashion and consumer goods these days actually has roots in Japan. Many say the Kawaii style, which means cute or adorable in Japanese, stems from a desire for childlike innocence.

Mah-jong is another example. It might be easy to say that it’s just a game, but when you consider what it represents — an ancient game from a simpler time…  one that requires slowing down and building community with others…and it’s easy to see the association and appeal.

Products to Support

So, what does all this mean for sellers of home and housewares? First, incorporate products, marketing and merchandising that embrace Asian culture and design styles.

When it comes to style, this can mean traditional motifs like the peaceful gardens, flowing bridges, soaring birds, and architectural harmony depicted in the Blue Willow Teaware from Coastline Imports. Or it can be modern Kawaii or cute stylings, depicted below by Danica’s Japanese-style scrubbing buddies known as tawashis, and by Hello Kitty herself, in the form of a Chia Pet from Joseph Enterprises.

Next, look for products that support trending activities. That can mean anything from the ancient art of calligraphy (think paper and pen sets like from Mungyo) to modern Korean beauty treatments (example: Numiere from Lumina NRG, which combines EMS microcurrent technology, LED light therapy and hot-cold compress care). Even better if you can incorporate some of these into activations and events in-store.

And don’t forget products to support Asian cuisine and all the bold flavors trending right now. Some perfect examples include INFUSE Asia’s 2-Section Hot Pot – perfect for an interactive feast – and this easy-to-use, dishwasher-safe Noodle Bowl and Chopstick Set from Talisman Designs.