Sales of stylish massage chairs as consumers look after health

BODYFRIEND’s massage sofa FAMILIE [Courtesy of BODYFRIEND]

South Korean consumers are turning to stylish massage chairs that blend seamlessly with home decor as they become more conscious of both health and interior design.

Unlike other household appliances or furniture that can disrupt living room aesthetics, compact massage chairs with furniture-like designs are gaining popularity among consumers.

According to a market research conducted by Gallup Korea, sales of compact massage chairs accounted for 10.7 percent of the entire massage chair sales at the beginning of the year, up from 6.3 percent in 2019 and 9 percent in 2021.

The first Korean product that positioned itself as a massage chair with furniture-like appeal was Ceragem’s Pause.

Introduced to the market in 2020, Ceragem released its third model, Pause M4, this year. The new model offers a maximum reclining function of up to 145 degrees and includes new massage programs such as the spine mode and relaxation mode.

It also features a unique abdominal heat vibration care function, the first of its kind in the industry.

While the new model introduces several additional features, its most significant selling point is its design.

According to Ceragem’s internal consumer survey, 63 percent of the customers who purchased Pause cited design and interior effects as their reasons for buying, while 36.2 percent mentioned product size and weight as factors influencing their purchase decisions.

The product has achieved remarkable success, accumulating over 75,000 units in shipments and surpassing 160 billion won ($120 million) in cumulative sales in just three years.

“Pause’s motto is to focus on the essence of relaxation, which is the most significant role of a massage chair,” said a Ceragem spokesperson, emphasizing that consumers were drawn to the product’s emphasis on core functionality and design value, with unnecessary elements boldly excluded.

In August, Coway entered the market with the Berex Pebble Chair, a furniture-style massage chair featuring a curved design.

The product is characterized by its compact size, sleek appearance, and the use of fabric material, in contrast to traditional leather material used in most massage chairs.

It offers a range of color options, including Hazy Blue, Sand Beige, Terracotta Pink, and Mystic Gray, allowing consumers to choose based on their space and preferences.

Moreover, it accommodates users of varying body sizes, automatically analyzing body types and detecting shoulder positions to provide tailored massages.

The massage ball positions can also be finely adjusted for concentrated massage on specific areas. Coway aims to leverage its expertise in home appliance rental services to gain a competitive edge in the furniture-style massage chair market through its care services.

BODYFRIEND’s massage sofa FAMILIE differentiates itself from conventional interior massage chairs by offering calf massages.

The product, with a compact size of 70cm in width and a weight of 55kg, provides the flexibility of relocation.