Article at a Glance

Household goods in white containers with only the product purpose written concisely. “Saenghwal Gongjakso” is the pioneer of “minimal household goods.” Since 2016, it has introduced products with ingredients faithful to the basics, reasonable prices, and concise designs in a household goods market dominated by colorful packaging. Consumers in their 20s and 30s who pursued rational consumption while feeling a thirst for household goods that did not disrupt spatial harmony enthusiastically embraced the minimalist sensibility of Saenghwal Gongjakso and voluntarily promoted the brand on social media, forming a fandom.

Reading consumers’ hidden needs and practicing a clear division of labor across sales, planning, branding, and marketing with the mindset among the co-founders that “each of us should do what we do best” was the secret behind Saenghwal Gongjakso creating a stir in a household goods market dominated by large corporations. Although the market later saw the launch of many me-too products made with similar package designs, Saenghwal Gongjakso has been strengthening its unique position as a household goods brand loved by Millennials and Generation Z through a brand renewal and diverse branding activities that more clearly express its brand philosophy of “creating everyday life that is different from the basics.”

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A “Black-and-White” Maverick That Emerged in a Colorful Market

When standing in front of the household goods shelves at a hypermarket, one encounters a scene that looks like a box of twelve colored crayons spread out. Laundry detergent, dishwashing detergent, shampoo, conditioner, and body wash are contained in bottles of various colors such as red, orange, yellow, blue, green, and purple. The colorful phrases written on each container are also large and long. Rice Therapy, Juicy Peach, Flower Festival, Fresh Flower Fragrance Collection, Secret of Green Power….

After choosing and buying products that seem likely to remove stubborn stains from shirt sleeves, make dishes squeaky clean, and keep skin moisturized, one often realizes they stand out too much. A red dishwashing detergent bottle placed on a white sink and a purple hand wash bottle on a gray-toned bathroom sink often feel like discordant objects that disrupt “spatial harmony.1 1One of the 10 trends selected in "Trend Korea 2023" published by Seoul National University Consumer Trend Analysis Center. It refers to “the power of a space that attracts people and makes them stay.” 닫기 ” To avoid “ruining” the interior of their homes, many people even buy separate containers with simple designs and pour detergent or hand wash into them before use.

However, in recent years, products with a “plain” appearance have begun to appear in a household goods market once dominated by colorful products. Product names printed, usually in black, on white or beige-toned containers are intuitive and concise. Images of flowers, lemons, or pink salt are not added to the packaging either. These “black-and-white” packaged products have gained the support of Millennials and Generation Z consumers who are reluctant to bring overly conspicuous products into home spaces that reflect their personal tastes, establishing themselves as a trend in the household goods market.

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