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Danish brands spotlighted at 2026 Seoul Living Design Fair amid rising popularity in Korea

Published: 26 Feb. 2026, 13:20 Updated: 26 Feb. 2026, 13:27

SEO JI-EUN
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People view Danish brands at the 2026 Seoul Living Design Fair at Coex in southern Seoul on Feb. 25. [ALICIA CARR]

The Embassy of Denmark on Wednesday unveiled its Danish Pavilion at the 2026 Seoul Living Design Fair at Coex in southern Seoul, where visitors paused to trace the clean lines of classic furniture and take photos of curated displays set in soft lighting and muted tones.

Marking its third consecutive year at the fair, the embassy is presenting its largest lineup yet — 10 Danish brands — under the theme “Room for Danish Design,” spotlighting the growing popularity of Nordic design in Korea while connecting local consumers with the makers behind Danish living.

People view the brands at the 2026 Seoul Living Design Fair at Coex in southern Seoul on Feb. 25. [YONHAP]

Among participating brands is Nine United's &Tradition, a Copenhagen-founded lighting and furniture company. While the brand is already well-established in Korea, Nine United country manager Sara Sohn said &Tradition is looking for more exposure and visibility as interest in Nordic design and Danish brands accelerates nationwide.

&Tradition grew by 35 percent in the Korean market over the last year.

“In the Korean market, people in general love European products," Sohn said. "But, I think the Danish design, in particular, fits really well in the Korean dwelling and the compact city, and people are beginning to see that.”

The brand represents simplicity, humility and all things that Koreans love, she added.

Products from Danish brand &Tradition, are displayed at the 2026 Seoul Living Design Fair on Feb. 25. [ALICIA CARR]

While &Tradition builds on an established presence, other brands are using the fair as a launchpad.

Silkeborg Uldspinderi, known across Europe for its alpaca wool scarves and blankets, is one brand making their Korea debut at the Living Design Fair.

Export key account manager, Kenneth Sorensen, said the timing felt right, citing both the growing popularity of Danish design and the strong bilateral relationship between Denmark and Korea.

However, entering a new market requires more than recognition of a trend. For Silkeborg Uldspinderi, the strategy centers on narrative.

“We know that in order to be successful in the Korean market, this brand storytelling is really important,” said Sorensen. "We want our pieces and our brand to tell a story and connect with customers in Korea."

Products from Danish brand Silkeborg Uldspinderi are displayed at the 2026 Seoul Living Design Fair on Feb. 25. [ALICIA CARR]

Family-owned Ester & Erik is another brand featured at the pavilion that is eager to connect with Korean consumers. The company specializes in high-quality candles.

Soren Moller, managing director of Ester & Erik, said that “the Danish design language and DNA aligns with Korea.” The company is new to the Korean market, with only two retailers currently stocking their products, but the brand has high hopes for a positive reception from consumers as they look to expand.

Colourful Ester & Erik candles are displayed on a wall at the Danish pavilion exhibition, at the 2026 Seoul Living Design Fair on Feb. 25. [ALICIA CARR]

“Our product is very clean, very simple, very elegant, but not over the top. Just very clean and that is very much in tune with Korea,” said Moller.

Visitors at the fair echoed that sentiment.

Sung Yu said he traveled more than two hours to attend the fair in search of new dining chairs for his home, and that he was considering pieces from some of the Danish brands.

“I love Danish design. It is more contemporary, very sleek, very colorful and a very well-balanced combination," he said. "When I have been looking for furniture and design goods on the internet as well, I see lots of Danish brands.”

The Ambassador of Denmark to Korea, Mikael Hemniti Winther, front row center, stands with Danish Embassy staff and representatives from the 10 Danish brands attending the Danish Pavilion, at the 2026 Seoul Living Design Fair at Coex in southern Seoul on Feb. 25. [EMBASSY OF DENMARK IN KOREA]

The pavilion — from a country well known for its renewable energy — goes beyond aesthetics, framing sustainability and longevity as core principles of Danish design, according to Danish Ambassador to Korea Mikael Hemniti Winther.

"Denmark has a long history of craftsmanship and woodworking, and for centuries, we have cultivated the industry to meet high consumer expectations for quality and durability, from its raw materials to the production process, all the way down to the final product," Winther told the Korea JoongAng Daily. "This means that it’s common for Danish design items to be passed down generations.

"And that’s one of the easiest ways to be sustainable — to consume less and throw away less," he said.

The ambassador added that Denmark’s sustainability narrative is not solely about restraint, pointing to the concept of “hedonistic sustainability,” coined by the Danish architecture firm BIG, as an effort to make green choices enjoyable enough that people willingly choose them.

"We like to say that creativity and design are in the ‘Danish DNA’ and it’s been a great pleasure to see the interest Korean consumers have in what makes up a big part of our cultural identity," Winther said. "The day has long passed when diplomacy is just government officials in suits reaching agreements behind closed doors. By inviting Koreans to find out more about Denmark, our design philosophy, our music, we are strengthening the grassroots ties that make up the bilateral ties between Denmark and South Korea."

The Danish pavilion will also feature side events, including a Living Trend Seminar talk on Thursday by Susan Moser, CEO of Fauske Marble by Moser, and a live performance on Saturday by Danish singer-songwriter Amanda Thomsen, who is known for her work with K-pop bands such as Hearts2Hearts.

The Living Design Fair will run through Sunday at Coex Hall A in Seoul.

BY ALICIA CARR, SEO JI-EUN [[email protected]]