China’s ‘sleep economy’ is growing | WARC | The Feed
The Feed
Daily effectiveness insights, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.

China’s ‘sleep economy’ is growing
The market for sleep aid products in China is growing fast – it could more than double to be worth RMB 1 trillion ($157 billion) by 2030 – and is something brands from other categories may be able to tap into.
Why it matters
COVID-19 has boosted awareness of wellbeing, with sleep a crucial part of that. But in China’s 9-9-6 culture, lack of sleep is something that affects many people and brings with it a range of associated health risks, from cancers to obesity and depression.
Takeaways
- Figures from the Chinese Sleep Research Society suggest that as much as 94% of the population is not getting enough good-quality sleep.
- Health concerns are driving a market for sleep aid products, which include such things as aromatherapy, meditation apps, melatonin pills.
- As wellness comes to be seen as a luxury, brands can position themselves to align with this.
Key quote
“The sleep economy represents a growing opportunity for our clients across a variety of different sectors including lifestyle, tech, fashion, and luxury,” James Hebbert, UK managing director of Chinese digital advertising agency Hylink, tells Jing Daily.
Sourced from Jing Daily [Image: Pexels]
Email this content