As South Korea's population rapidly ages, makers of consumer goods from washing machines to packaged foods and pet products are increasingly targeting people like Lee Dong-soo, who is 34 and lives alone with his cat.
Spending by so-called "golden singles" - young unmarrieds living alone - who splash out more on food and other goods, is a bright spot for an economy plagued by sluggish consumer demand that has lagged overall growth for most of the past two years.
"Compared with married friends, I spend considerable money on food, shopping and dabbling in new hobbies," said Lee, a professional singer living in Seoul's trendy Gangnam district.
The South Korean population is the world's fastest-aging, and younger people are getting married later or not at all. The average age of first-time marriages last year was 32.2 for men and 29.6 for women, up from 27.8 and 24.8 in 1990.
Similar demographic trends have been taking place in many developed nations, but they have been particularly rapid in Asia's fourth largest economy, whose companies are proving to be creative in their response.
To woo consumers like Lee, Samsung Electronics in August launched a "Slim Style" refrigerator that is narrower and taller than ordinary fridges and is "optimized for the lifestyle of single-person households", said Koo-yeun Choi, a Samsung senior vice president.
CJ Cheiljedang, South Korea's largest food manufacturer, is expanding a singles-focused marketing strategy launched last year for its prepared foods business.
"We hold promotion events and open cooking classes for singletons, especially to office workers and college students," said Kim Tai-joon, CJ Cheiljedang's executive vice president.
One-person households in South Korea made up 25.3 percent of the total in 2012, a share that is on track to grow to 34.3 percent in 2035, according to Statistics Korea.
South Korea is undergoing a demographic shift similar to that experienced in recent years by Japan, where the share of one-person households reached 31.5 percent in 2011, up from 27.9 percent 10 years earlier, according to Euromonitor.
The Korea Institute for Industrial Economics and Trade expects the spending power of single-person households to reach $113 billion (70.6 billion pounds) by 2020, doubling from 2010.