Pajama and Homewear Sales Surge... Melatonin Demand Also Soars
Hotels Strengthen Sleep Programs
As more people prioritize quality sleep, demand is soaring not only for sleep-related products such as pajamas and bedding, but also for supplementary items like melatonin supplements, aromatherapy goods, and sleep programs. The 'Sleepmaxing' (Sleep+Max) trend is spreading across the fashion, beauty, and hotel industries.
Sleep-mixing related products from the women's lingerie brand Evelyn and the SPA brand Spao. Screenshots from each company's website.
According to industry sources on December 12, sales of pajamas at SPAO, the SPA brand of E-Land World, increased by 15% year-on-year from January to November this year. Since its launch in 2009, cumulative pajama sales have reached 7.2 million units. Capitalizing on this popularity, SPAO held a special pajama event in September, collaborating with popular characters such as Sanrio and Pok?mon.
The women’s lingerie brand Evelyn also saw its homewear sales rise by 55% from October to November 25 compared to the previous year. An E-Land World representative explained, "As the 'Sleepmaxing' trend spreads, overall consumption of sleep-related products like pajamas is increasing significantly."
Demand for sleep aids is also surging. Olive Young is selling products containing melatonin, such as collagen and gummy supplements, and as of last month, the number of such products handled had increased sixfold compared to January this year. While synthetic melatonin requires a prescription, products using plant-based melatonin are classified as regular foods and are being sold in various forms.
In addition, a variety of wellness products for better sleep-such as heated sleep masks, aromatherapy goods, and sleeping oils-are attracting attention.
'Sleepmaxing' Trend Drives Hotels to Strengthen Sleep Marketing
Premium bedding image sold by The Chosun Hotel, the bedding brand of Chosun Hotel & Resort. The Chosun Hotel
The hotel industry is also joining the sleep marketing trend. The Jeju Shilla Hotel is running a 'Relaxing Nights' program that includes meditation, stretching, and aromatherapy massage. This program, which features aromatherapy touch (massage) using Jeju cypress oil, breathing meditation, and sleep stretching, is being considered for regular operation due to its high satisfaction, extending beyond its initially planned period.
A Shilla Hotel representative said, "It is popular among a wide range of guests, from pregnant women and seniors over 60 to couples."
As more people invest in sleep, hotel bedding sales are also growing significantly. The Chosun Hotel & Resort's bedding brand, The Chosun Hotel, has recorded double-digit sales growth every year since 2021. Sales increased by 45% in 2021 compared to the previous year, 17% in 2022, 34% in 2023, 55% in 2024, and this year, sales have risen by 41%.
A Chosun Hotel representative explained, "As demand for premium bedding products increases, we are expanding our premium product lineup."
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