'Small and Practical' Massage Chairs Targeting MZ and Single-Person Households

Features Miniaturization to Enhance Space Utilization
Priced Around 2 Million Won to Reduce Burden

Ahead of the Chuseok holiday, new products in the massage chair industry are being released one after another. A noticeable trend is that they are ‘small and practical.’ This is interpreted as targeting the rapidly growing single-person and two-person households as well as the MZ generation (Millennials + Generation Z).

Kojima's 'Koji Double'
Photo by Kojima

On the 12th, Cosima announced that it will hold a launch broadcast for its practical massage chair, ‘Cosy Double.’

Cosy Double is equipped with the ‘Dual Engine’ applied to Cosima’s top-tier specifications, but the price is set at around 2 million KRW. Considering that premium massage chairs are priced between 6 to 7 million KRW, this is relatively affordable.

Essential functions are not omitted. The massage function offers up to 5 levels of intensity adjustment through ‘4D three-dimensional massage,’ allowing users to customize according to their preferences. It also includes features such as ‘calf kneading massage’ and ‘three-step sole massage.’ Additionally, it has back heating, a 3-level adjustment function that allows reclining to a ‘zero-gravity angle,’ and voice recognition controlled by 17 commands.

A Cosima representative explained, “Recently, the demand for massage chairs has expanded from middle-aged and older adults to the MZ generation, and cost-effective massage chairs that selectively incorporate the core functions of premium models are gaining attention.”

On the 5th, Bodyfriend released the ‘Falcon,’ which is also a compact massage chair. Bodyfriend emphasizes that “it is sized to fit apartments under approximately 30 pyeong (about 99 square meters) but includes all core functions, offering high cost-effectiveness.”

Falcon incorporates ‘Robo Walking Technology,’ which allows the two legs to operate independently. It is equipped with two automatic massage programs: healthcare that targets specific areas such as neck and shoulders, waist and hips, feet and legs to relax muscles, and mental care that plays music. It also includes 14 pinch-detection sensors to enhance safety. However, the price is set at 2.97 million KRW, about half the price of the previous model, Phantom Robo.

‘Famille,’ released in July, targets single-person households. Its small size, with a width of 70 cm and weight of 55 kg, enhances space utilization.

Coway's 'Birex Pebble Chair'
Photo by Coway

Coway introduced the furniture-style massage chair ‘Virex Pebble Chair’ on the 29th of last month, which can also serve as an interior design element. It features a curved relax chair design, presenting a different look from conventional massage chairs. It uses fabric material and can be adjusted up to 137 degrees.

At first glance, it looks like a recliner chair, but its functions are premium-grade. The 3D massage module moves up, down, left, right, and forward and backward up to 7 cm, providing precise three-dimensional massage. It also includes Coway’s patented ‘Hot Stone Therapy Tool,’ which warmly presses acupressure points. Depending on the situation and body condition, users can receive a total of 11 different massage services.

This trend of miniaturization, relatively affordable prices, and trendy designs is playing a role in capturing the MZ generation. Kwon Min-jung (33), an office worker, said, “In the past, massage chairs were bulky and unattractive, and I had no space to put one at home, so I never considered buying one. But recently, smaller massage chairs that harmonize well with interior design have come out, so I am thinking about purchasing one. At a price around 2 million KRW, it doesn’t feel like a big burden considering my health.”

Industry insiders also said, “Nowadays, people in their 20s and 30s value healing and health management, so some even buy massage chairs as newlywed home appliances when they get married. With smaller sizes improving space efficiency and designs blending well with furniture, the age range of buyers is gradually expanding.”

This content was produced with the assistance of AI translation services.