Furniture shopping IKEA vs Korean brands your ultimate guide

Moving to South Korea is an exhilarating adventure, but once the initial excitement of landing in Seoul or Busan fades, the reality of settling in begins. For many expats and international residents, the first major hurdle is transforming an empty apartment or "officetel" into a comfortable home. The dilemma is immediate: Do you stick with the familiar blue-and-yellow aisles of IKEA, or do you dive into the local market dominated by giants like Hanssem and Livart?

Furniture shopping in Korea is distinct from the Western experience. While the DIY culture is growing, the Korean market still leans heavily towards full-service delivery and assembly. Understanding these nuances can save you significant time and money. Whether you are here for a one-year teaching contract or a long-term corporate assignment, knowing where to buy a bed, a desk, or a sofa is essential for your quality of life.

In this comprehensive guide, we will analyze the pros, cons, and costs of choosing IKEA versus local Korean brands, backed by current market data and local insights to help you build your perfect Korean home.

The Korean Housing Context: Why Size Matters

Before you buy a single piece of furniture, you must understand the unique dimensions of Korean housing. Most newly arrived expats live in "officetels" (studio apartments) or "villas" (low-rise multi-unit houses). These spaces are notoriously compact.

The average size of a one-room officetel in Seoul hovers between 20 to 30 square meters (approximately 215 to 322 square feet). This spatial constraint dictates what furniture you can actually buy. Large Western-style sectionals or king-sized bed frames simply will not fit in the elevators, let alone through the front door.

Furthermore, Korean apartments usually feature built-in wardrobes and storage units. This means you likely won't need to purchase large armoires. Instead, your budget will focus on beds, dining tables, and seating. It is crucial to measure your designated space down to the millimeter. A standard Korean "Super Single" bed is 110cm wide, slightly larger than a US Twin but smaller than a Full, designed specifically for these compact rooms.

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IKEA in Korea: The Familiar Giant

IKEA entered the Korean market in late 2014 with its flagship store in Gwangmyeong, creating a massive shift in the local furniture industry. For expats, IKEA represents a safety net—familiar aesthetics, English instructions, and transparent pricing.

Currently, there are four major IKEA branches in Korea: Gwangmyeong, Goyang, Giheung, and East Busan. The Gwangmyeong branch is notably massive, spanning over 59,000 square meters.

The Cost of Convenience at IKEA

While the product prices are comparable to global standards (a BILLY bookcase costs roughly ₩69,900), the logistics in Korea differ. IKEA Korea offers delivery and assembly, but unlike many local competitors, these are distinct, paid services.

Standard truck delivery starts at ₩29,000 within the metropolitan area but can jump to ₩59,000 or more depending on distance and weight. If you want a professional to assemble your furniture—highly recommended given the humidity in Korea can make DIY frustrating—assembly fees start at ₩50,000 and scale based on the product's price (usually around 20% of the item cost).

Korean Furniture Giants: Hanssem, Livart, and iloom

Before IKEA, the market was (and still is) dominated by domestic powerhouses: Hanssem, Hyundai Livart, and iloom. These brands understand the Korean lifestyle perfectly. Their furniture is scaled for Korean apartments, and their service model is "white glove" by default.

Hanssem: The Market Leader

Hanssem is often called the "IKEA of Korea," but with a more premium service model. Their style is modern, minimalist, and functional—very similar to Scandinavian design but with finishes preferred by Korean consumers (high-gloss whites, sturdy laminates).

A standard 3-seater sofa at Hanssem typically ranges from ₩400,000 to ₩900,000. While this sticker price might look higher than IKEA's base models, it almost always includes delivery and professional assembly by a two-person team. This "all-in" pricing structure is a significant stress reliever for expats who don't speak fluent Korean.

Hyundai Livart and iloom

Livart offers a slightly more upscale aesthetic, often targeting newlyweds setting up their first home. iloom, a brand by Fursys, is famous for its durability and eco-friendly materials, making it a top choice for home offices and children's rooms. An ergonomic desk setup from iloom might cost around ₩350,000, but it will last for a decade.

The Online Revolution: Coupang and Ohouse

If visiting a physical showroom feels like too much effort, the digital landscape in Korea is lightyears ahead of most countries. The two main players you need to know are Coupang and "Today's House" (Ohouse).

Coupang: The Speed King

Think of Coupang as Amazon on steroids. For smaller furniture items—bedside tables, lamps, simple chairs—Coupang's "Rocket Delivery" is unbeatable. You can order a shelving unit at 10:00 PM and have it at your door by 7:00 AM the next morning. Prices are incredibly competitive, with decent computer chairs available for as low as ₩45,000.

Ohouse (Today's House): The Stylist's Choice

Ohouse is a phenomenon. It is an app that combines Instagram-style interior design inspiration with a marketplace. You see a photo of a beautiful room, click a tag on the sofa, and buy it immediately. It is the number one interior app in Korea with over 20 million downloads.

The downside for expats? You generally need a Korean phone number, an Alien Registration Card (ARC), and a local payment method to use these apps effectively. The interface is also 100% Korean, so get your translation apps ready.

Detailed Price Breakdown: Furnishing a Studio

To give you a realistic idea of the costs, let's compare the price of furnishing a standard studio apartment using IKEA versus a mix of Korean brands. We will look at three core items: a bed frame (Super Single), a mattress, and a desk.

While IKEA appears cheaper on the product page, once you add the ₩59,000 delivery fee and potential ₩80,000 assembly service, the gap narrows significantly. The Korean option is hassle-free: you schedule a time, they arrive, set it up in 20 minutes, clean up the packaging, and leave.

Logistics: The "Ladder Truck" Phenomenon

One specific aspect of Korean furniture shopping that baffles foreigners is the logistics of high-rise living. If you live on the 4th floor or higher in a building without a large freight elevator, furniture companies will use a "Sadari-cha" (ladder truck).

This is a truck with an extendable ladder that shoots up to your balcony window. The window is removed, and furniture is hoisted up from the street.

Korean brands like Hanssem coordinate this seamlessly. With IKEA, if the delivery team arrives and decides the elevator is too small, they may cancel the delivery or require you to arrange a ladder truck for a later date, causing significant delays.

Pros and Cons: Making Your Choice

The "Used" Option: Karrot Market (Danggeun)

For expats on a budget or those staying for less than a year, buying new might not make sense. Enter Karrot Market (known locally as Danggeun Market). This is a hyper-local secondhand trading app with over 18 million monthly active users.

Because the expatriate turnover rate in Korea is high, you can often find IKEA furniture in pristine condition for 30% to 50% of the original price. A 1-year-old IKEA sofa that costs ₩500,000 new might sell for ₩150,000 on Karrot because the seller is leaving the country in two days and must get rid of it.

Visualizing the Purchase Timeline

To help you plan your move, here is a timeline of how the shopping process works for a standard bed purchase.

Recommendations for Different Expat Profiles

1. The "One-Year English Teacher" Do not buy expensive new furniture. Your best bet is Karrot Market for the big items and Coupang for essentials like bedding and lamps. If you must buy new, look for "DIY" brands on Gmarket or Coupang that offer free shipping. Estimated Spend: 300,000 - ₩500,000.

2. The "Corporate Expat" (3-5 Years) Go with Hanssem or iloom. The initial cost is higher, but the convenience of delivery, assembly, and customer service is worth it. Plus, the furniture holds its resale value better on Karrot when you eventually leave. Estimated Spend: 2,000,000 - ₩4,000,000.

3. The "Design Enthusiast" Mix and match IKEA basics with statement pieces from Ohouse. Use IKEA for the invisible items (wardrobe interiors, kitchen organization) and Ohouse for the aesthetic items (rugs, coffee tables, lighting). Estimated Spend: Variable.

Final Thoughts

The battle between IKEA and Korean brands ultimately comes down to your budget for time versus money. IKEA offers lower product costs but demands more of your time and effort (or extra fees) for logistics. Korean brands like Hanssem charge a premium for the product but offer a seamless, stress-free service experience that is arguably superior for busy professionals.

In a country where convenience is king, the "service included" model of Korean brands is often the hidden gem that foreigners overlook. However, for sheer familiarity and the comfort of English support, IKEA remains a formidable contender.