More consumers are buying massage chairs and healthcare devices costing several million won as gifts for their parents. The massage chair industry, whose growth stalled after the pandemic-era boom faded, is turning to artificial intelligence and medical devices to find a way forward — and during this year's Chuseok holiday, the share of sales from units priced above 6 million won jumped sharply.
Top Gift Wish for the Holidays, Even at High Prices
In a survey of 500 adults aged 20 and over nationwide, commissioned by Bodyfriend and conducted by Open Survey, 44% named healthcare robots and massage chairs as the home appliance they would most like to receive from family during the holidays, the company said on the 30th. That was higher than robot vacuum cleaners at 30% and food waste processors at 22%.
Preference was especially strong among age groups that include the parent generation. Healthcare robots and massage chairs were chosen by 49.6% of respondents in their 40s and 50.5% of those in their 50s, and by 44% of those aged 60 and over.
Sales of high-end models did rise steeply over this year's Chuseok holiday. According to Bodyfriend, revenue from the 24th to the 27th rose 52% from the 5th to the 8th of October, which covered last year's Chuseok holiday. Unit sales rose 22% over the same period.
Notably, the increase in revenue far outpaced the increase in units sold. Models priced above 6 million won accounted for 43.9% of total sales this year, up 30.0 percentage points from 13.9% during last year's Chuseok. The company said demand to give health care products to parents and other family members for the holiday translated into sales of higher-priced models. Bodyfriend's official website lists robotic massage chairs ranging from about 2.2 million won to as much as 13 million won.
Revenue Slowed After the Pandemic Boom, With Signs of a Rebound in the First Half
It is too early, however, to read the strong holiday sales as a recovery for the entire domestic massage chair market. Annual results at major companies have been flat or declining since the pandemic-era boom ended.
Ceragem's revenue rose to 750.2 billion won in 2022 from 667.1 billion won in 2021, then fell to 584.7 billion won in 2023 and 546.0 billion won in 2024. Last year it edged up 0.7% to 549.8 billion won, and revenue in the first half of this year was 244.8 billion won, up 1% from a year earlier.
Bodyfriend's revenue also slipped from about 611.0 billion won in 2021 to 543.7 billion won in 2022 and 419.7 billion won in 2023. It rebounded to 436.9 billion won in 2024 but fell 3.3% to 422.6 billion won last year.
In the first half of this year, revenue was 238.2 billion won, up 13.6% from a year earlier. But because the figure reflects overseas technology exports and finished-product sales as well as domestic and overseas sales of healthcare robots, it cannot be read solely as a recovery in domestic demand for massage chairs.
AI and Medical Devices as a Way Forward, With Smaller Products Widening the Market
Amid the stagnation, companies are expanding beyond simple massage chairs into higher-value products that combine medical devices and AI.
Bodyfriend's Quantum AI Pro and Davinci AI Pro feature generative AI massage technology built on a large language model. Users describe how they feel in everyday language, and the system analyzes that input to generate a massage program.
Ceragem is likewise broadening its lineup to include massage chairs, spinal care medical devices and circulation mats. Recent releases include the Pause M4 Renewal, which uses heated massage technology; the Master V9 2027, a spinal care medical device; and the Celltron circulation mat, certified by the Ministry of Food and Drug Safety for improving blood circulation and easing muscle pain.
Sales strategies are shifting as well. Where the industry once competed by opening more large stores nationwide so shoppers could try products in person, the focus has moved toward efficiency per store and improving the customer experience.
As single-person households increase and living spaces change, new entrants are moving into the market for smaller massage devices that are less bulky and less expensive than conventional large massage chairs. Established players are also widening their business beyond healthcare robots and medical devices into portable massagers and health supplements.
Market research firm Coherent Market Insights projects the healthcare robot market will grow from about $10.6 billion in 2026 to $16.7 billion in 2033.
