The 2012 ASHS Annual Conference

In Western Floriculture markets the marketing programs focus on stimulating sales of cut flowers and pot plants for gifting, while bedding plants are marketed to consumers with an in-ground gardening experience. The emerging Asian flower consumer aspires to many Western lifestyle choices but must shape these aspirations within the local experience. The main driver in shaping the Asian experience centers around housing. High-rise, high-density housing precludes consumers having an extensive in-ground gardening experience. While Europeans may have similar housing stock, they have maintained an in-ground gardening experience through the use of local garden plots. In South Korea, the lack of available land means that the gardening experience must be within the confines of the housing unit. Selecting and breeding plant material that will grow successfully in window gardens is a new use for varieties traditionally grown using in-ground culture. Teaching consumers how to successfully grow plants in a window garden is another challenge. Creating a need to include plants in the house to improve the housing environment is another driver to purchase plants. Another challenge is connecting with the extensive young consumer who has limited or no experience with plants. We will discuss the South Korean experience in establishing the Simply Beautiful brand, which not only connected with the window gardener but also the emerging GenX consumer.