No matter how sluggish the nation’s economy seems, sales of items sought by soon-to-wed couples such as home appliances and furniture are strong, particularly with spring around the corner.

In Korea, it is tradition for the groom or his family to provide the first home, either through buying it or a rental process called “jeonse” where a large deposit is paid up front, then returned in full at the end of the lease. The building owners make money off the interest rather than monthly rent. The bride or her family generally buys the furniture and home appliances as “honsoo,” or dowry, for the couple’s new home.

With love in the air as the new season comes to life, companies are heavily marketing the latest trends in honsoo products.

Big-name electronics firms including Samsung Electronics and LG Electronics as well as major department stores such as Lotte and Shinsegae are leading the way, throwing large wedding fairs and exhibitions to attract couples. The retail industry estimates that this year’s home appliance honsoo market will reach about 2 trillion won ($1.8 billion), according to a news report.

They agree that today’s engaged couples go for both responsible prices and trendiness.

“Sales are stronger of honsoo-related products. Home appliances and jewelry sell well, as they are timeless honsoo classics,” said an official at Lotte Department Store’s marketing unit.

Having long observed young couples’ honsoo shopping, he emphasized that they were strongly inclined to make their first homes extra comfortable and cozy. 

“Their parents’ generation used to choose conventional designs with conventional ornaments, intending to keep them for decades. These days, young couples want things to add convenience, such as convertible reclining sofas and capsule coffee machines. These items are pricy, but young couples insist on what they want.”

Foreign brands gain popularity

Department stores said foreign-brand honsoo items were gaining popularity despite their relatively expensive prices.

Recliners or armchairs, were not traditional honsoo items. But thanks to the rising popularity of jumbo-screen televisions and home-theater audio systems among young consumers, they have lately joined honsoo wish lists despite steep prices of up to 2 million won, according to market observers.

Sales of recliners grew by about 22 percent in 2011 from the year before, reaching about 90 billion won, they said.

Norwegian furniture maker Ekornes ASA is one of the best-selling makers of recliners, said officials from Lotte Department Store and Shinsegae Department Store. Ekornes’ trademark Stressless recliner series were on display at Shinsegae’s home fashion exhibition, “Maison de Shinsegae,” from March 22-28. 

American sofa manufacturer LA-Z-BOY also staged a spring bargain sale in department stores from Feb. 23 through March 17, targeting spring shoppers ― particularly engaged couples and their families.

Honsoo marketing takes on e-shopping boom

Besides furniture, home appliances saw a 30 percent jump in online sales in March compared to the previous month as prospective couples frequented Internet shopping malls to stretch their marriage budget.

“We definitely looked for reasonably priced honsoo items,” said 30-year-old bride-to-be Kim Hee-jin.

“It is a given that young couples move into different homes. We chose to go cheap for some of the bigger honsoo items so that we can throw them out or give them away when we move again.”

E-shopping malls have been holding sales to attract future wives like Kim. E-mall Auction launched an online wedding sales promotion for honsoo items with up to 30 percent discounts.

Similarly, e-shopping mall G-market has launched an online sales event, “2013 Kitchen-honsoo Fair: Brides’ Kitchen,” that runs until April 11, offering kitchenware for up to 70 percent off.

Interpark has a “Wedding Furniture Convention” special until April 21, selling furniture at up to 61 percent off. AK Mall and Lotte.com have also kicked off their own honsoo promotions.

Smart couples go innovative

Electronics are becoming popular bridal honsoo items. Some innovative couples even tip their budgets toward tech trinkets instead of wedding rings.

“My wife and I were totally happy to exchange iPads instead of diamond rings as wedding gifts,” said a 37-year-old lawyer who married a public servant in 2011.

“We both wanted them much more than jewelry to show off,” he said, noting that both he and his bride loved high-tech electronics.

Beginning in February, Samsung Electronics and LG Electronics started aggressive honsoo marketing. Samsung is running a “2013 Samsung S Propose Wedding Fair” to introduce its newest electronics and home app

liances, while LG has stepped up price cuts and advertising to draw in prospective couples.

The two tech rivals recently battled over air conditioners ― must-have honsoo items for most Korean couples ― claiming their own products were more energy-efficient than the other’s. The fight turned into a 10 billion won lawsuit, a case still pending in court.

Market observers agreed that companies’ honsoo marketing has grown more competitive over years, since young couples have become increasingly more demanding than their parents.

By Chung Joo-woo (joowonc@heraldcorp.com)