It's a thing here in Europe. I'm guessing, because our walls are generally concrete, we usually either throw on decorative plaster or a wallpaper, to make it feel a bit warmer and have a uniform surface which accepts paint more readily.

It's even quite common that if you rent an appartment, that the walls have wallpaper on them, which is painted with a fresh coat of white paint every time someone moves out and the next folks move in.
And then some people, after they move in, will just paint (some of) the walls in a different color, if they feel like not living in pure white...