SINGAPORE – Cream walls, beige furniture, curved edges, cove lighting and open floor plans. Scroll through Singapore’s TikTok interior design accounts or home inspiration platforms like Communa, and one encounters a striking sense of sameness.This sameness takes the form of row after row of cream minimalist homes, often labelled “Mujicore”, “Scandinavian” or “Japandi” (a portmanteau of Japanese and Scandinavian styles that blends minimalism, clean lines and natural materials from both design traditions).The developers of the Communa app, which has been downloaded over 340,000 times, say minimalist designs lead user preferences at 19 per cent of posts saved by users, followed by Japandi (17 per cent), Scandinavian (17 per cent) and Mid-century Modern (14 per cent).Mr Douglas Tan, a 38-year-old technology consultant, lives in one such cream minimalist home. The renovation of his four-room HDB flat was completed in 2024 and features many of the trendy elements that dominate social media.Mr Douglas Tan’s cream minimalist home embodies the aesthetic that is now inescapable in social media content about home renovation.PHOTO: COURTESY OF DOUGLAS TANA fan of the aesthetic, Mr Tan says it is visually pleasing and cost-effective. “It minimises the amount of effort needed to ensure that the furniture can match the theme,” he adds.On the other hand, public servant Qazim Karim, who recently documented his first home renovation of a three-room HDB flat on social media, says this aesthetic crowds out alternatives.“I tried to find samples of more heritage-infused or eclectic designs, but they were very hard to find in interior designers’ portfolios.”The 35-year-old says cream minimalist homes suit couples starting life together in a new Build-To-Order (BTO) flat, but less so for those with pre-existing clutter and varied lifestyle needs.Interior designers speaking to The Straits Times say it is not just social media algorithms promoting this aesthetic. Minimalism in cream tones dominates HDB flats, particularly among millennial and first-time home owners.Beyond aesthetics, these design choices offer a window into their lives. ST unpacks what is really driving the trend. The usual suspects in Singapore home designInterior designers say young Singaporean home owners are enthralled by Mujicore and Scandinavian design trends.PHOTO: M2 DECORIf one were to compose a typical Singapore millennial home, it would likely follow this recipe: mostly neutral colours (predominantly beige and white), clean lines, open floor plans, cove lighting and microcement finishes.“The thing in every interior designer page that you google is curved lines,” says interior designer Russell Chin, founder of the Inspire ID Group. Having predicted this trend in a 2024 blog post, he notes that these curves are everywhere now, in the form of walls, couches and even lighting.Cove lighting, another inescapable feature, is a form of indirect lighting built into ceiling ledges that has become a regular presence on millennials’ shelves, ceilings and kitchens.Cove lighting is a form of indirect lighting built into ceiling ledges that has become a regular presence on millennials’ shelves, ceilings and kitchens.PHOTO: COURTESY OF DOUGLAS TAN“I think microcement – where the whole house uses microcement to replace painting – is overused,” says Mr Wilson Teh, co-founder of Rezt+Relax Interior Design, who adds that this finish can make a home seem cold if one goes overboard with it.Microcement is a thin, versatile coating that can be applied to floors, walls and furniture – creating a cement-like surface that is durable and comes in a variety of colours.Together, these elements create a living space heavily influenced by Japanese lifestyle brand Muji, in a way that is not unlike the nation’s love of Uniqlo, say designers.This homogeneity extends even to imaginary homes.Artificial intelligence start-up Renderspace, which creates AI-generated interior design mock-ups for real estate agents to virtually stage a home for potential buyers, reports that its top four generated styles mirror Singapore’s dominant trends: Modern (generated over 9,000 times), Minimalist (4,500), Scandinavian (4,000) and Japandi (2,000).“We took the AI models that we trained on Singapore homes – which is why it also looks like that – and we sell it to property agents because we know they will use it to beautify spaces,” says Renderspace co-founder Raphael Yee. “This is what people want.”However, some disagree.Ascend Design creative chief Agnes Yap says young home owners tend to take a more hands-on approach to styling their home with unique furnishings or unconventional materials.PHOTO: ASCEND DESIGNMr Agnes Yap, creative chief at interior design firm Ascend Design, notes that while minimalist designs can reduce renovation stress with fewer decorative walls or furnishings, his studio increasingly sees clients seeking more distinctive approaches.These clients often start with a Japandi Mid-century Modern foundation, but incorporate playful colours and bold patterns from Bohemian or Bauhaus styles.Mr Eugene Lee, who lectures on interior design at Lasalle College of the Arts, says: “There’s no one dominant trend. There’s something for everyone right now in the current scene.”He adds that when one takes a longer view of design history, the accessibility of design influences and options today means much more variety is on offer now than in the 1990s and early 2000s.So, why the cream minimalism?Interior designers say there are three major drivers behind the trend – starting with the fundamental constraints of HDB layouts.Mr Lionel Leow, co-founder of TA.LE Architects, points to this as a primary driver of homogeneity: “Properties here are not that big, so having a design that is more minimalist is also very functional.”Without the space and layout constraints posed by Singapore’s public housing, there is more room for creativity when it comes to interior design.PHOTO: TA.LE ARCHITECTSHe notes that in larger spaces, like the landed properties and condos that comprise most of his work, there is greater diversity in design. “One room in a landed property may be the size of an entire HDB flat, so there’s less of a requirement for a room to look ‘clean’,” he says.A typical four-room HDB flat has under 100 sq m of space, making design elements that create openness and airiness – like light neutral colours – a natural fit.According to a 2018 survey of 500 local home owners by home renovation platform Qanvast, their most desired improvements were more space to move around (72 per cent of respondents), more light filtering into their homes (67 per cent) and more storage solutions (62 per cent).It is not just size that creates limitations, says interior designer Rizq Aqil Azfar. “Floor layouts play a crucial role in how home owners can get creative. If they feel more constrained, they’ll get whatever’s trending online and copy-paste it.”HDB’s new “white flat” layouts enable greater flexibility for home owners to configure their living spaces.PHOTO: HDBHe says BTOs’ regular and linear layouts – typically involving rooms connected by a long corridor – limit possibilities. And when these layouts span neighbourhoods, typical design considerations – like building on what exists or complementing the style of homes in the area – also play less of a role.“I think HDB is moving towards more open and wide flats, with fewer walls, and that’s where we’ll see home owners finally start to play,” he adds.HDB began piloting “white flats” in 2024, which offer open-concept floor plans as white canvases for home owners to personalise.Resale value over personal expression M2 Decor director Benjamin Toh’s firm specialises in modern minimalist design.PHOTO: M2 DECORMany millennial home owners view properties as both investments and living spaces, which means prioritising resale value over personal expression, say designers.Mr Benjamin Toh, director of interior design firm M2 Decor, notes that with this in mind, it is natural to opt for minimalist and neutral aesthetics. “Minimalism typically involves fewer materials, less furniture and a more intentional approach to decor, which can help reduce costs.”The style’s inoffensiveness and timelessness also make it an easier future sell, especially when compared with bold or niche designs that might alienate potential buyers, he adds.Mr Teh estimates that minimalist designs translate to “easily 30 per cent” cost savings compared with alternatives, as it means fewer expensive details like custom-made furniture or elaborate flooring.This thriftiness is a sought-after trait among interior designers. According to a 2023 survey of 635 home owners by Qanvast, choosing an interior designer who could meet the specified budget was the top priority for 27 per cent of respondents.In contrast, 20 per cent of respondents prioritised finding someone who proposed good ideas first.Minimalist designs translate to an easier time finding affordable furniture.PHOTO: REZT + RELAX INTERIOR DESIGNEven for the design-conscious home owner, the investment mindset is inescapable, as the home makes up one of the largest components of household wealth in Singapore.According to the Department of Statistics, residential property assets make up 43.9 per cent of assets held by Singapore households as at the fourth quarter of 2024.“If you treat it as an investment vehicle, you won’t put as much thought into aesthetics,” says Mr Yee, who is planning his first home renovation with his wife.‘Bang for your buck’ cultureOpen-concept layouts and cream tones create a more airy and spacious feeling in space-constrained HDB homes.PHOTO: REZT + RELAX INTERIOR DESIGNBeyond Singaporeans’ price-consciousness, the country’s high rate of home ownership – 90 per cent as at 2024 – has also created a renovation culture.“Malaysian contractors I speak to say Singaporeans are very particular about renovation,” says Mr Chin. “In Singapore, if I buy a house, I am going to renovate it.”This means Singapore’s social media is saturated with home renovation content – everything from complaints about interior design firms to glossy post-renovation photo shoots.It is also not uncommon to see couples starting an Instagram account dedicated to documenting their renovation journey.As such, social media – from Pinterest to Instagram to TikTok – plays an outsized role in shaping the country’s design trends.Mr Adriano Tawin, co-founder of real estate media company Stacked Homes, says that as interior designers post their portfolios on social media, they get a clear sense of what is trending based on what draws engagement and client interest online – resulting in many in the sector converging on the same trends.While designers might look to magazines and long-form content on YouTube, the layperson is less interested in design principles and more in “bang for your buck”, says Mr Yee.The clearest manifestation of this is the rise of social media content dedicated to “Taobao homes”, or minimising one’s costs by ordering budget-friendly, do-it-yourself items from Chinese e-commerce site Taobao. This convergence on cream Japandi homes can also be exacerbated by social media algorithms creating echo chambers of design.Mr Eugene Lee warns his students at Lasalle that algorithms are likely to recommend content similar to what one has engaged with before, which can easily create a social media feed composed of homogenous “cream-looking styles”.The way Singapore regulates the interior design profession also plays a role, says Mr Lee, who notes that unlike in regions such as Taiwan, there is little barrier to entry to the profession here.In his view, this explains the popularity and ubiquity of social media content about home renovations, as “these TikTok videos and home renovation journeys have the effect of informing home owners about the things they should be wary about”.In defence of beigeA Japandi and Mujicore design by the Inspire ID Group.PHOTO: INSPIRE ID GROUPIs there anything wrong with Singapore’s cream minimalism? Designers and home owners are divided.“Singaporeans are allergic to colour,” writes one Reddit user on the sense of conformity among Singapore homes. “Many homes are decked out in neutrals and greys. I think many see this as a shortcut to taste, but to me, this highlights the lack of it.”Mr Tan shrugs off such criticism, saying he is happy with his choice of interior design for his home.When putting together his design brief, his chief concern was finding an interior designer who could implement a welcoming home that would maximise space and create an uncluttered environment. “And that dream was realised,” he says.Mr Eugene Lee says: “Singaporeans are very practical. If we can declutter, make our HDBs look larger, if we can hide the mess – let’s do it. “And we are very efficient. If we can get a look together in a smaller budget, in a shorter length of time – let’s do that.”He notes that many of Singapore’s most popular design elements serve practical purposes due to the Republic’s dense urban environment, tropical heat and compact living spaces.These include ceiling fans, laundry lines that fold upwards into the ceiling, and multipurpose furniture that can double as storage space.“Cove lighting is there for a reason. It’s much softer on the eyes,” he adds, noting that HDB ceiling heights are often low. “For designers who work with HDB homes, the aesthetic suggestions will always come as a solution alongside practicality concerns.”Curved walls and furniture are also a practical choice for families with children.Mr Lionel Leow agrees with this sentiment, noting that he does not think it is bad for clients to embrace popular design tropes. “The issue will be if you just replicate what you see, then that is not really the aim of design,” he says.Comparing Singapore’s love of minimalist Mujicore homes with the country’s fondness for Japanese fashion retailer Uniqlo, Mr Leow notes that many opt for these understated brands because they are affordable and easy choices. “You don’t want to think so much, so you just let it be. But a home shouldn’t be like that. It’s something you should think about because you’re going to spend a lot of time there,” he says, adding that clear communication can help interior designers understand how to add personal touches to make a home reflect its residents’ character.For Mr Yee, the pragmatism around cost and acceptance of “good enough” aesthetics have coalesced into an “unstoppable force” in Singapore’s design scene.“Singaporeans are very focused on how we get 60 per cent of that effect with only 20 per cent of the cost,” says Mr Yee, who notes that interior design social media here is rife with elements that photograph well – like laminate and vinyl – but may disappoint in person.“It’s not bad. It’s not ‘nice’, but it’s not bad,” he adds.But for those who are tired of minimalism, change may be on the horizon, as trends constantly evolve and coexist.Mr Qazim Karim worked with his interior designer to renovate his home in an eclectic style featuring pops of colour and rattan furniture.PHOTO: COURTESY OF QAZIM KARIMThe early 2010s favoured industrial styles with brick and exposed lighting, while the late 2010s saw the rise of both Scandinavian minimalism and maximalist Peranakan tiles.For Gen Z designer Mr Rizq, who lives in a four-room HDB flat, these generational differences can be seen everywhere.“My parents are Gen X and my flat is completely different from what is on trend now because it was designed for my mum,” he says. It is the home of someone who loves to entertain, collects plates and buys a new centrepiece each Hari Raya for relatives to coo over.While millennial home owners may embrace minimalism in cream tones as a response to the clutter and noise of their parents’ homes, others might embrace a maximalist or eclectic aesthetic in response to the perceived sterility and “showroom feel” of today’s trends.For that reason, Mr Rizq hopes his designs will help put maximalism back on the menu.Teo Kai Xiang is a journalist at The Straits Times’ Life desk, covering emerging trends, unusual subcultures and lesser-known facets of life in Singapore.Join ST’s WhatsApp Channel and get the latest news and must-reads.