Spending on Better Sleep Rises: Pajamas, Melatonin Products and Hotel Programs Gain Popularity
Creatrip Team
3 months ago
As interest in quality sleep grows in South Korea, consumers are spending more on sleep-related goods and services. Retailers report rising sales of pajamas and homewear—SPA brand SPAO saw pajama sales up 15% year-to-date, with 7.2 million pajamas sold since launch, and lingerie brand Evelyn’s homewear sales rose 55% year-on-year. Sleep-focused trends like “sleep-maxing” (combining sleep and optimization) are driving demand. Health and beauty retailer Olive Young has expanded melatonin-containing products (plant-derived melatonin is sold as general food) — melatonin items carried rose sixfold since January — plus heat sleep masks, aromatherapy and sleeping oils marketed for “sleep beauty.” Hotels are offering sleep programs and premium bedding: Jeju Shilla Hotel’s “Relaxing Nights” offers aromatherapy touch using jeju cypress oil (Jeju pinus) and guided meditation and stretching, now becoming a regular program, while The Josun Hotel’s bedding line has posted double-digit yearly growth as customers buy premium Supima cotton products.
