Brand Story

Everyone is born with a home. When you were still learning to walk, your mother smiled and said to you, “Baby, let's go home.” You knew to hold your mother's hand and wobble your way home. What is home? That's not even a question.

One day, your parents take you to a new house and tell you, “This is our new home!” A few months later, you pass by your old house and find that strangers are living there. You suddenly feel a pang of sadness: the house you once called home is no longer yours. What is home? For the first time, you realize that this is a question.

You've grown up, graduated, and left home for work, renting a place outside. During the interview, HR asks you, “Is your home far from the company?” You quickly reply, “Not far, not far, it's just...” You think to yourself while blurting out the name of that unfamiliar neighborhood. As the words leave your mouth, you can't help but find it amusing: Can that place even be called home? What exactly is home?

You meet the person you want to spend the rest of your life with. Whether you rent or buy a house, you search high and low, exhausting all your energy, and finally find your own little nest. You embrace each other and say, “We have a home!” What is the difference between this newly born little home and the old home with your parents? The question “What is home?” arises again in your mind, still without an answer, but leaving you with mixed feelings.

As time passed, the two of you became a family of three; as the years flew by, you brought your gray-haired parents to live with you in your newly purchased large house... You finally understood that there is no such thing as a home that is innate and unchanging. Home moves with us as we migrate between different cities and different dwellings.

What is home?

Home is family, love, dreams, and bonds. Home is where happiness is shared, and home is filled with longing... Because of home, an otherwise empty and cold house gains meaning.

Whenever you move into a new “home,” you strive to make it better by spending money on good renovations and purchasing quality furniture, all to make this ‘home’ better. We believe that when you enter AISU HOME, you are also striving to make this “home” better.

This is also the original intention behind the establishment of AISU HOME: to help everyone who is working hard to build a “home” by providing good furniture to make every “home” better.