The Danish Embassy in Korea has opened the Denmark Pavilion at the 2025 Seoul Living Design Fair highlighting the cultural connection between Danish and Korean design.

At the fair, which ran through March 2, the pavilion showcased clean lines, organic materials and a natural green color, promoting minimalism, functionality and eco-friendliness.

In an interview with The Korea Herald, representative of the Confederation of Danish Industry Lise Thomsen explained the role of sustainability and individuality in making a pleasant home environment.

“Danish design brings warmth and nature into homes through materials like wood. Whether in loudspeakers, furniture, or lighting, you can see and feel the natural textures. This helps create an inviting atmosphere, bringing elements of the earth and sustainability into apartment living,” Thomsen told The Korea Herald when asked how Danish design would enhance modern Korean apartments.

Asked whether products showcased in Seoul were brought from Denmark, she clarified that, except for Bang & Olufsen, which has a distributor in Korea, most products were shipped directly from Denmark for the fair.

“If you look at the brands we’ve brought here, such as Bang & Olufsen, which is celebrating its 100th anniversary this year, you’ll see a strong design heritage," Thomsen said.

"My grandparents had Bang & Olufsen products at home, and the company continues to renew its designs while ensuring that older products remain repairable," said Thomsen.

“The same applies to Vola, which was founded in 1968. The design has remained unchanged since then, maintaining its legacy. We’ve also brought furniture, lighting and colors,” said Thomsen.

According to Thomsen, Danish design reflects the culture of the Scandinavian region, but there are some distinctions.

"Denmark has the longest tradition and history in design, while Sweden, for instance, has a more industrial approach to design and production,” she said.

According to Joachim Arup Fishcher, commercial counsellor at the Danish Embassy in Seoul, design is not just another export from Denmark but is deeply linked to Danish culture.

“I think Denmark is the only one in this exhibition and the organizers are expecting 150,000 to 200,000 visitors,” Fishcher told The Korea Herald at the venue.

Fishcher cited Vola, a Danish brand integrating modernist interior design with Korea’s traditional hanok, saying that modern design and traditional architectural techniques made a great combination.

“It speaks to people even if we don't share a common language because we have a shared language in design,” he said.

“Scandinavian culture is still not very well known to Koreans. But I think design is something visual, and that makes it easier to connect,” he added.

“It’s very simple — simplicity. I believe Koreans appreciate that.“

Korea is seen as a key market due to its sensitivity to design trends and global influence.

“It’s my second time to South Korea. It’s always great to visit this country and speak to Korean consumers,” cofounder of Umage Jacob Nannestad told The Korea Herald.

“We are very hopeful to connect Denmark and Korea through design.”

The fair is Korea’s largest and oldest living design exhibition since 1994 for the interior design industry, showcasing Korean and overseas brands.