S. Korean home appliance firm eyes China market

South Korean home appliance maker Coway plans to deepen its presence in China through its sleep and wellness brand BEREX, expanding local user research, product adaptation and service networks as it attempts to tap into growing demand for health-oriented products in Chinese homes.

BEREX is promoting its M-comfort massage mattress at the ongoing 58th China International Furniture Fair in Shanghai: "China offers broad market potential and is one of BEREX's most important growth markets globally," said Lily Yang, chief marketing officer of Coway BEREX China.

The expansion comes as increasing focus is placed on China's aging population. China's silver economy is estimated at around 7 trillion yuan ($980 billion) and is projected to reach about 30 trillion yuan by 2035, according to estimates cited by the National Development and Reform Commission.

The 2026 Government Work Report called for measures to promote the high-quality development of China's silver economy and improve support policies for products for older consumers, pension finance and wellness tourism. A State Council executive meeting in February also called for developing consumption scenarios and business models tailored to older people to further unleash their spending potential.

Against that backdrop, BEREX is targeting a broad range of people in China, including workers who spend long hours at desks, younger families, older consumers, the middle-aged and those concerned about sleep quality. Yang said demand related to back strain and sleep remains persistent among older users, while health-related spending is beginning earlier among middle-aged consumers.

The company's research also found that Chinese customers place greater emphasis than consumers in some overseas markets on compact dimensions, efficient use of space and settings targeting the neck, shoulders and lower back. Products are also more likely to be shared among family members, creating demand for a wider range of modes and intensity levels.

In response, BEREX said it has adjusted massage paths and body-scanning algorithms for Chinese users, added more detailed intensity settings and developed a program for people who sit for extended periods. It is also promoting compact models to better fit smaller homes.

"We will increase investment in local user research and product adaptation, gradually build local experience and service networks, and advance local research and development cooperation," Yang said.

BEREX is also exploring cooperation with Chinese interior designers, architects and residential property projects, allowing its products to be considered earlier in home design rather than added as standalone appliances later.

Significantly, the company sees China-developed products and solutions as having potential beyond the domestic market.

"Product innovations and use-case solutions validated in China will be incorporated into the global research and development system and applied in other overseas markets," Yang said, citing products designed for smaller homes and home-office use.