Simmons Bed Records 140,000 Hashtag (#) Mentions, First in Bed Industry

MZ Generation Popularity Scale: Bed Industry Ranks No.1 in Instagram Hashtags

Simmons Bed recorded 140,000 hashtag (#) mentions for the first time in the bed industry.
[Photo by Simmons]

[Asia Economy Reporter Kim Jong-hwa] Simmons, a sleep specialty brand, has proven itself as the leading bed brand among the MZ generation by becoming the first in the bed industry to surpass 140,000 Instagram hashtag (#) mentions.

According to Simmons on the 13th, as of the 10th, Instagram hashtags related to Simmons beds (#Simmons, #SimmonsBed, #SimmonsTerrace, #SimmonsHardwareStore) reached 145,000 mentions.

This is the highest number of hashtags in the bed industry, and it is even more meaningful as it was achieved without any separate events or promotions. Simmons currently has 64,000 followers on Instagram.

The most frequently mentioned Simmons-related hashtag is 'SimmonsTerrace,' with 54,000 mentions. Simmons Terrace is a complex cultural space for Simmons beds located in Icheon, Gyeonggi Province, and a landmark of Icheon. Additionally, the hashtag for 'SimmonsHardwareStore,' which gained nationwide fame last year as a pop-up store commemorating the 150th anniversary of the company's founding, was mentioned 14,000 times.

Hashtags act as tags on SNS posts, and clicking them allows users to see photos and videos posted by others using the same hashtag. A high number of hashtags can be interpreted as attracting significant public interest online.

Simmons beds attribute this success to a solid fandom formed mainly among the MZ generation, who are very active on SNS platforms such as Instagram and YouTube. By leading industry trends with fresh and stylish communication, Simmons has effectively targeted the tastes of the MZ generation, who respond well to new and trendy things.

In fact, the new TV commercial for Simmons beds released in February, a 'bedless bed commercial' with a distinctly youthful sensibility unlike other brands, received overwhelming support from the MZ generation and surpassed 11 million cumulative views on YouTube within ten days of its release. This is the fastest and highest number of views in the entire bed furniture industry.

Moreover, Simmons Terrace, designed as a trendy space offering differentiated experiences, has become a hot place and a popular SNS photo spot among the MZ generation. Along with various exhibitions in collaboration with artists from fields such as music and art, cultural content unique to Simmons?including illumination lighting and a giant tree that create precious memories during the Christmas season?has gained popularity online.

A Simmons representative said, "It seems that communicating with the public through fresh and stylish methods that break the existing furniture industry mold has shone brightly," adding, "We will continue to actively pursue Simmons’ unique communication and engage closely with our customers."