DIY encompasses a wide range of activities, such as crafting handmade decorations, painting walls, creating custom artwork, refurbishing furniture, etc. DIY gives you the power to transform your living space to suit your tastes and preferences, adding a unique touch to your home.

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E- commerce and video tutorials accelerate market penetration

The expansion of digital platforms has been a major driver of the popularity of DIY home decor. Thanks to the sharing of interior design examples on social media platforms such as YouTube, Instagram, and Pinterest, even beginners can easily take on tasks that previously required specialized knowledge, such as wallpapering, installing shelves, and painting.

Additionally, home improvement stores such as Nitori and Cainz have strengthened their online sales in Japan, significantly lowering the barrier to purchasing DIY tools and materials. The expansion of e-commerce sites has enabled even busy users and those living in rural areas to easily obtain items, which is driving market growth.

Demand for sustainability and upcycling soars

In recent years, growing environmental awareness has led to a trend towards “living without throwing things away,” and DIY projects to reuse and reconstruct furniture and interiors are gaining attention. In Japan in particular, upcycled furniture made from recycled materials and interiors using natural materials are gaining popularity. As a result, DIY home decor is no longer seen as a mere hobby, but as part of a sustainable lifestyle.

Companies are also responding to this trend by introducing a variety of environmentally friendly materials, such as recycled wood and eco-friendly paints. Expanding the market share of these sustainable products is expected to be the key to market growth from 2025 onwards.

Major companies:

• Williams-Sonoma Inc.
• Overstock.Com Inc.
• Forbo International SA
• Wayfair Inc
• Target Corporation
• Inter IKEA Systems BV
• Duresta Upholstery Ltd
• Shaw Industries Group Inc
• Mohawk Industries Inc
• Armstrong World Industries Inc
• Ashley Furniture Industries Ltd
• Mannington Mills Inc.
• Walmart Inc.
• Herman Miller Inc.
• Kimball International

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The rise of Gen Z is driving a rise in design

For Japan’s Generation Z (born after the late 1990s), who see a higher demand for renting or sharing a home than for buying one, DIY is an extremely important tool for expressing individuality through wallpaper, lighting, curtains, storage items, etc. Interior design is no longer just about functionality; it is also positioned as part of creating a space that looks good on Instagram or is suitable for working from home.

This young demographic is smartphone native and is heavily influenced by influencers, so it is predicted that demand for DIY items that combine design and convenience will expand rapidly in the future.

Business opportunities brought about by collaboration with the renovation market

In the housing equipment industry, collaboration with the DIY market is also creating new business opportunities. Particularly in older apartments and detached houses, an increasing number of users are looking to carry out partial renovations themselves. In response to this, adhesive tiles that require no installation and simple room dividers are appearing one after another.

In addition, support systems such as DIY advisors and online courses are being established, and a shift is underway from the traditional culture of “asking professionals” to a culture of “doing it yourself.”

Segmentation Overview

The global DIY home decor market has been segmented focusing on product type, income group, price range, distribution channel, and region.By
Product Type
• Furniture
• Home Textiles
• Flooring
• LightningBy
Income Group
• Lower-Middle Income
• Upper-Middle Income
• High IncomeBy
Price Range
• Mass
• PremiumBy
Distribution Channel
• Supermarkets & Hypermarkets •
Specialty Stores
• E-commerce
• Others

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Growth potential and future prospects of the Japanese market

The Japanese market has its own unique growth drivers that differ from those seen in traditional European and American markets, such as increasing demand for barrier-free DIY in an aging society and safety interior design for the child-rearing generation.In addition, the Basic Plan for Housing, which looks ahead to 2030, provides policy support for promoting independent living styles, and the DIY home decor market may be closely linked to housing policy.

Going forward, it is expected that attention will be focused on the reuse of vacant houses not only in metropolitan areas but also in rural areas, as well as on DIY projects aimed at revitalizing local communities through collaboration with the tourism industry. This will likely become a growth market that industry insiders and investors cannot afford to miss.

By region

• North AmericaUnited
StatesCanadaMexico
• Europe
o Western EuropeUKGermanyFranceItalySpainOther Western Europe o Eastern EuropePolandRussiaOther Eastern Europe • Asia PacificChinaIndiaJapanAustralia and New ZealandKoreaASEANOther Asia Pacific • Middle East and Africa ( MEA ) Saudi ArabiaSouth AfricaUAEOther MEA • South AmericaArgentinaBrazilOther South America