Owned Media · Content2023

Everything About Housewarming — Original Series

A long-form original series deeply analyzing Ohouse's largest content asset: online housewarming posts. Structured like a major investigative feature from journalism days — weaving data analysis, expert interviews, and user cases into a 4-part narrative plus 2 appendices. Moved beyond interior content to examine Korean living culture and spatial values in social context.

Ep 1: From Space to Buy to Space to Live ↗Ep 2: Curious Neighbors, A Cross-Section of Korea ↗Ep 3: Two Lives Changed by Housewarming ↗Ep 4: The Evolution and Variations of Housewarming ↗

Challenge

Nobody could properly explain why housewarming content attracted 1.3 million monthly visitors. "People love it" wasn't enough. Original content was needed to deeply understand the platform's core asset and convey its meaning to readers.

Approach

Analyzed 9,000+ housewarming data points; built social context through expert interviews including Prof. Chae Hye-jin at Konkuk University

Found and reported real user cases — from nurse to photo studio founder, from ordinary housewarming writer to published author

Designed reader experience beyond text using web features like before/after and interactive slides

4-part + 2-appendix long form; weekly release over 4 weeks (2023.9.4–9.25)

Work

ORIGINAL SERIES "Everything About Housewarming" — DIFFERENT LIFE cover

Online Housewarming Overview: 9,000+ posts / 173+ years if visited every weekend / 1.3M+ monthly visitors

Outcome

✓

9,000+ housewarmings, 173 years if you visit every weekend, 1.3M+ monthly visitors — conveyed platform scale through story

✓

First to illuminate the cultural backdrop of the domestic home interior market's growth from KRW 28T (2016) to KRW 60T (2022)

✓

Proved that corporate content can carry journalism-level social analysis, establishing a precedent within the newsroom

Insights