THAILAND

ASAHIKAWA: Mid-Century Elegance Meets Sustainable Real Wood

Published on 17/02/2025

» Index Living Mall PCL (ILM) is targeting the Mid-Century home furniture market with the launch of its new 'ASAHIKAWA' series. This furniture line draws inspiration from Japanese wood furniture, combining diverse materials with clean geometric lines and distinctive Japanese wood design elements under the concept "Real Wood for Modern Living." The asahikawa appeals to multiple consumer segments, including design-conscious Gen Z customers who appreciate Japanese aesthetics and seek unique home styling options. It also employs Nostalgia Marketing strategies to attract Gen X consumers, who value superior shopping experiences and quality of life, while appreciating elements that evoke cherished memories. For the independent-minded Gen Y demographic, who prefer distinctive lifestyle choices, the series offers versatile design options. The ASAHIKAWA series launch aims not only to expand into newer market segments but also to retain ILM's core Gen X-Y customer base, which currently represents 80% of JOY Members (with a 70:30 female-male ratio). The company continues to enhance customer shopping experiences through extensive promotions and exclusive privileges to drive sustained sales growth.