“The customers are now becoming very brand conscious and quality conscious. With rising income levels, customers are opting for good and branded cookware. They are very influenced by advertisements. The demand for organic and naturally healthy foods is growing and, more importantly, for cooking appliances and cookware. The trend of cooking food at home is developing rapidly as South Korean housewives tend to avoid preparing food that contains artificial additives for their families. As a result, cookware is becoming increasingly popular in South Korea.” - Industry Participant