Coway launches goofy animated campaign to promote nifty sleep tech mattress

This ‘BED TASTE SOCIETY’ initiative follows the April launch of Coway’s BEREX R Series

Rowan Dunne

Published

2 hours ago

Mattresses have evolved from mere night cushions into clever machines that sense, stretch and adapt to your every move. South Korea is currently proving itself a leader in their development.

In this lively scene, Coway Co Ltd (KRX: 021240) has launched a playful animated campaign called “BED TASTE SOCIETY” to highlight its new BEREX R Series mattresses. The latest series rolled out in April with motion features and stretching technology built in. Characters with relatable sleep struggles, such as “Can’t Sleep” or “Self-Care Lover,” appear in fun animations as they hunt for the perfect rest environment. These short videos aim to show how the beds can help people relax and recover.

The campaign has run for several weeks now and Coway dropped a press release about it on Jun. 4. YouTube releases confirm steady activity with videos gathering millions of views quickly.

It spotlights “Sleep System 81,” which lets buyers mix mattress functions, sizes, left-right setups, headboards and colours in up to 81 ways. Viewers see the BEREX R7 model lift and stretch the lower back in multiple stages to release tension and adjust positions for watching TV. Meanwhile, the R5 focuses more on stretching and the R3 model emphasises motion control. An app adds smart controls, personalised reports and alarms.

This campaign builds directly on the BEREX R’s April launch by making the tech approachable and shareable through cute characters. Coway also currently runs in-store trials and events along with a dedicated cinema hall with the beds installed.

These mattresses are premium models priced roughly between US$5,300 and US$6,200 depending on the model and customisation. They are currently available in South Korea and Malaysia through outright purchase or monthly rental plans that include maintenance.

Founded in South Korea in 1989, Coway is primarily known for water purifiers and other home wellness gadgets. It entered sleep tech more seriously around late 2022 when it created the BEREX brand. Coway combined its expertise in home wellness with smart mattresses that use air cells to distribute body pressure, along with motion and monitoring systems.

South Korea has established a reputation as a leader in sleep innovation. The nation’s city of Pangyo, south of Seoul, recently hosted the Fine Sleeping Expo to celebrate World Sleep Day. This event drew 10 leading local companies together to showcase technological progress. They included Samsung Electronics Co Ltd (KRX: 005930); Ceragem; and Kyung Dong Navien Co Ltd (KRX: 009450), another mattress tech developer.