Koreans Are Taking Sleep Seriously—and It's Becoming Big Business

In 2025, sleep isn’t just a biological need—it’s an aspiration. As stress and burnout rise, more Koreans are investing in rest like never before. From sleep cafés to neurotech pillows, the “슬리포노믹스” (sleep economy) is booming.

Companies like SleepX and Somno Korea offer brainwave-monitoring headbands, soundscapes, and melatonin gummies. Interior brands are designing blackout kits and “sleep corners” for one-room apartments. Even K-pop idols like IU and Taemin are releasing “sleep playlists” as part of self-care marketing.

A 2024 Gallup Korea survey found that 47% of adults sleep less than 6 hours a night, with work and phone use cited as major factors. But attitudes are shifting: sleep is now seen not as laziness, but as a form of high-performance recovery.

The market reflects this. Sleep-related products grew 38% year-over-year. Nap cafés and capsule hotels are full at lunchtime. Influencers post “night care” vlogs showing routines of magnesium spray, eye masks, and digital detox rituals.

Public health officials support the trend. “Better sleep equals better immunity, cognition, and emotional stability,” says Dr. Chae Seonghun from the Korean Sleep Research Center. “We should treat rest as part of national health.”

But critics caution against commodifying slowness. “If sleep becomes another competition, it defeats the purpose,” says wellness coach Park Yerim. “We need to rest—not perform rest.”

Still, for many Koreans, learning to rest is becoming the most important skill of the decade.

Date: 2025-01-20

Reporter: 박근홍