The South Korean market is the latest target for companies across the multiple sectors of the Portuguese Home Industry, including furniture, mattresses, home textiles, cutlery, ceramics, lighting, and upholstery. In an unprecedented initiative in this region, Portugal will have an exclusive stand to promote its national offerings at the Seoul Living Design Fair (SLDF), South Korea’s oldest and most prestigious interior design and lifestyle event, held at the iconic COEX in Seoul.
For over three decades, this fair has served as the premier showcase for Korea’s design industry, attracting more than 280.000 visitors annually and establishing itself as a key platform for unveiling trends, concepts, and visions for the sector’s future. In the South Korean capital, Portuguese participation reflects the vitality and maturity of the cluster and reaffirms a sustained internationalization strategy that has brought the MADE IN PORTUGAL brand naturally to traditional markets as well as to emerging and high-potential regions.
Aiming to promote an integrated offering and complementarity across the various sectors of the Portuguese Home Industry, Portugal gathers the best national products in a 100 m² space. With contributions from 14 brands and a rigorous curation, the Portuguese stand simulates a modern home, featuring bold and creative solutions that project a unique identity and welcome visitors.
“The national presence at the Seoul Living Design Fair reflects recognition of the quality of Portuguese production and creative industries, but also our ability to anticipate trends and respond with innovation and sustainability. In a demanding and culturally sophisticated market like South Korea, we present a ‘Made in Portugal’ that combines heritage, technology, and sustainability,” emphasizes Joaquim Carneiro, President of APIMA (Portuguese Association of Furniture and Related Industries), which coordinates the Portuguese participation in the event.
South Korea represents a furniture and interior design market valued at around $12.6 billion, driven by increasing urbanization, rising disposable income, and a culture increasingly oriented toward aesthetics and functionality. Cities such as Seoul, Busan, and Incheon combine high population density with strong economic dynamics, factors that drive demand for innovative, efficient, and sustainable solutions.
In this context of sophistication and high expectations, Portugal positions itself as an excellent partner, capable of harmonizing artisanal tradition, construction precision, and technological integration. With approximately 90% of its business directed to international markets and having surpassed €2 billion in exports for the third consecutive year, the cluster demonstrates a solid and sustained trajectory in international markets.
Joaquim Carneiro adds: “Asia is now a key region in the strategy for export diversification. Entering this market is strategically important for positioning, allowing engagement with Asian partners and consolidating Portugal’s image as a design reference with identity, capable of interacting with demanding and highly competitive cultures.”
Founded in 1994 and co-organized by Design House and COEX, the fair takes place in a city undergoing deep demographic transformation. The growth of single-person households has strengthened interest in interior design, while recent studies show that 59% of consumers aged 30–39 invest in new furniture, followed by 58.5% of those aged 20–29. Meanwhile, the office furniture market shows increased demand, driven by the proliferation of start-ups, co-working spaces, and flexible work models.
Among the Portuguese brands present are Aporatis, based in the Aveiro district and specializing in outdoor furniture for the residential and contract segments, whose offerings combine technical robustness with contemporary elegance; Flam & Luce, a Portuguese lighting brand founded in 2001 within the Byclassy group, recognized for creating designer lighting that merges artistic expression with industrial precision, with a strong focus on demanding international projects; Côte Noire, which blends fragrances and decorative objects in a sophisticated and distinctive style; Porcel, a fine porcelain manufacturer founded in 1987, which harmonizes artisanal tradition with technological innovation to create pieces of excellence; and Serip, a benchmark in artistic lighting since 1961, celebrated for sculptural compositions inspired by nature, where art and technical mastery merge into creations with a unique identity.
Participation in the Seoul Living Design Fair positions Portugal in front of decision-makers, architects, designers, distributors, and end consumers in one of Asia’s most sophisticated markets. The event provides an excellent environment for networking, showcasing collections, and strengthening communication channels with strategic audiences.
Earlier this year, Portuguese companies already participated in Paris Déco Off, Maison&Objet, and Intergift, coordinated by APIMA, where they presented their latest offerings and reinforced the visibility of Portuguese design on major international stages.
This initiative is part of the Joint Internationalization Project, driven by APIMA, with support from AICEP and co-financed by the European Union through COMPETE 2030 and PORTUGAL 2030, reaffirming the commitment to a strategy of sustainable growth, continuous innovation, and global recognition of MADE IN PORTUGAL.
Meet the Portuguese companies present:
- AMR - With over 30 years of experience, the company exports high-quality products with innovative design, following global trends across all five continents. Certified according to ISO 9001 and OEKO-TEX standards, it produces all collections using premium raw materials and high-level finishes. Portuguese textile tradition, combined with state-of-the-art technology, is present throughout the design and production process, and the company takes pride in having maintained clients since its foundation, reflecting trust, loyalty, and full satisfaction.
- Animovel - Animovel has been manufacturing and developing furniture since 1958, standing out as one of the main drivers of innovation and production in the Portuguese sector. It creates versatile and innovative collections in partnership with national and international designers, designing elegant and functional environments. With around 90 professionals, a production facility of over 8,000 square meters, and cutting-edge technology, the company maintains the entrepreneurial spirit that has driven it for more than six decades, focusing on consolidated growth and sustainability.
- Aporatis - Headquartered in the Aveiro district, Aporatis produces outdoor furniture for both living and contract markets. Its mission focuses on exploring design as an element that fosters relationships between people. The brand’s values emphasize human-centric priorities, ethical business practices, and environmental sustainability whenever possible.
- By Classy - Founded in 2001 within the Portuguese Byclassy group, Flam & Luce is a reference lighting brand that combines artistic vision with industrial precision. It collaborates with renowned international designers and creates high-quality, multi-material lighting designed for global furniture and contract projects. Personalization and technical adaptability are central to the brand, which stands out in luxury hospitality and large-scale interior projects.
- Côte Noire - Founded by Karen and Ricardo, Côte Noire originated in an elegant 19th-century space and combines fashion design with decorative antiques to create scented candles, soaps, and floral arrangements that enhance any environment. In 2021, it moved to its current facility in northern Portugal. From Porto, it produces a wide range of products marketed in over 100 countries. All design and production are kept in-house, allowing Côte Noire to innovate continuously while preserving attention to detail and brand values.
- Colmol - Founded in 1972 in Oliveira de Azeméis, Aveiro, Colmol is a second-generation Portuguese company specializing in mattress production, with a daily capacity of around 500 units and over 65 employees. Present throughout the country through stores and partnerships, including locations in Lisbon, Sacavém, and Porto, Colmol is also recognized in Portuguese hotels for the quality and comfort of its products.
- Fenabel - Fenabel specializes in producing high-complexity chairs and furniture, combining craftsmanship, contemporary design, and cutting-edge technology. Focusing on private projects and contract environments, it transforms each piece into an experience of elegance and comfort. The company emphasizes customization, global quality, and social responsibility, establishing itself as a reference in European and international markets.
- JMS - JMS is a Portuguese group with a tradition in chair and table production, oriented toward innovation, quality, and competitiveness. Its mission is to add value to clients and shareholders through the design, development, manufacturing, and commercialization of furniture, promoting continuous improvement and strategic partnerships. The company focuses on excellence, sustainability, and social ethics, involving employees, suppliers, and clients to exceed expectations, optimize processes, and ensure high-quality products. With management based on international standards and ISO 9001 and PEFC certifications, JMS consolidates itself as a national and international reference in its sector.
- Juliarte - Founded in 1978 by Júlio and Francelina Leitão, Juliarte is a reference in the Portuguese decorative market, with a fully handcrafted and diversified production line. As a family business, it combines dedication, innovation, and experience to offer products of excellence, with guarantees and exports to over 20 countries. Specializing in materials such as fiberglass, marfinite, resins, wood, metal, aluminum, brass, lighting, and gold, silver, and copper leaf, Juliarte executes unique projects, consolidating its leadership in the sector.
- Maria Terracota - The MARIA brand was created to offer quality, design, and accessible art in small quantities. Its collections are inspired by traditional Portuguese ceramics, combining heritage with new trends. Production is industrial, efficient, and sustainable, while hand decoration gives each piece a unique and distinctive artisanal touch.
- Porcel - Founded in 1987, Porcel is synonymous with high-quality fine porcelain. Located in the heart of Portugal, it combines artisanal tradition with technological innovation. Each piece is carefully designed, molded, and fired at 1400ºC, ensuring a bright, durable, and white finish. The brand continuously invests in research and development, launches new collections, and offers customized solutions at international events.
- São Bernardo - Bernardo is a Portuguese brand with more than 35 years of ceramic tradition, recognized for creativity, innovation, and design. It specializes in custom faience and porcelain articles with a wide diversity of shapes, finishes, and decorations. Founded in 2013 as Perpétua, Pereira & Almeida, Lda., the company continued the legacy of Cerâmicas S. Bernardo, preserving jobs and consolidating the brand in the market.
- Serip - A lighting specialist since 1961, Serip creates sculptures inspired by nature that become decorative elements and organic lighting fixtures. Its unique design captures the essence of natural elements, translating them into pieces of high aesthetic and functional value.
- Corkart - CORKART is a Portuguese manufacturer of cork and vinyl flooring, combining sustainability, sophisticated design, and comfort. With over 150 skilled employees and artisanal production in Portugal, it stands out for high-quality products and environmental respect. Founded in 1987 by José Correia Neves, a family business drawing on three generations of experience, CORKART is present in more than 25 markets across all five continents.
