LG Hausys, construction materials arm of South Korean conglomerate LG Group, is expanding its presence in the global market especially in the Middle East with its localized wallpaper design for the Islamic culture region.

According to multiple industry sources on Monday, the wallpaper market in the Middle East including United Arab Emirates and Saudi Arabia reached 200 billion won ($169 million) in value as of last year. The market is comparatively smaller than those in other regions, but it has been growing at an annual average of about 35 percent in the past five years, becoming a major marketplace for many global interior design materials manufacturers. The wallpaper market in the Middle East is currently held 30 percent each by manufacturers from Europe, China, and Korea.

LG Hausys, which has raised 525 billion won in sales of construction materials including wallpapers overseas last year, is the largest player among Korean manufacturers. Its sales in the Middle East are projected to increase 90 percent or more this year from a year ago. Other Korean wallpaper suppliers in the Middle East include SH&D Wallcoverings Co. and Gaenari Wallpaper Inc.

Industry observers note that LG Hausys, as to its rivals, has been able to grab the hearts and minds of consumers in the Middle East by offering wallpapers with designs that are specifically tailored to local consumers’ taste.

Many people in the Middle East enjoy inviting guests to their houses based on Islamic traditional culture so they tend to decorate their reception rooms with fancy designs and items. It’s important, however, that they do not include symbols from other religion or people and animals that can be idolized.

LG Hausys’ aggressive inroad into the Middle East also comes despite consumers’ preference for painted walls to wall-papered ones. As part of efforts to grab the attention of consumers in the Middle East, LG Hausys introduced a wallpaper design called Gracia based on collaboration with Dutch designer Marcel Wanders. The wallpaper, which has been designed based on local consumers’ feedback, is grand and fancy in style and color.

Based on its localization effort, LG Hausys held a wallpaper design seminar in Saudi Arabia in the end of last year and attended the Dubai International Design Exhibition in May as the only construction materials manufacturer from Korea.

An unnamed official from LG Hausys said that it plans to increase its share in the Middle East wallpaper market by aggressively venturing into other countries including Jordan and Lebanon.

By Ahn Gab-seong

[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]