2020 Trend: K-Wellbeing

In 2018, K-Beauty hit the headlines as the trail-blazing beauty innovation from South Korea. A highly advanced culture renowned for its advanced beauty, health and wellbeing developments – the dawn of the new decade will see the introduction of South Korea’s latest trend: K-Wellbeing, led by the pioneering global premium luxury health-tech brand, Bodyfriend.

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Producers of the world’s number-one, premium massage chairs, Bodyfriend are leading the way with a mission to promote everyday wellbeing. Championing highly advanced Korean technology, their variety of luxury models spearhead the K-Wellbeing trend with a variety of beneficial settings, designed to boost blood circulation, brain relaxation, reduce muscle stress and improve overall health & wellbeing.

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The Bodyfriend Company was established in 2007 in Korea and has rapidly expanded with the largest network of company-owned stores in the industry, presence in over nine countries and a ‘Café de Bodyfriend’ in the Heart of Seoul, where visitors are invited to a well-being sanctuary.

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In June 2019, Bodyfriend was proud to have launched the first-ever premium massage chair showroom in Europe in Paris, a 660-square-meter store located in a two-story building on Boulevard Haussmann, an area known for luxury shops. Bodyfriend has also recently entered the UK market with two chairs currently at Urban Retreat in Knightsbridge, London’s ultimate new luxury wellbeing destination.

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Designed for everyday use, each Bodyfriend model is inspired by luxury living. With five key models, their massage chairs range from super-luxury model LBF-750 chair, a partnership with Automobile Lamborghini and the Hug Chair, another partnership with Marvel. Bodyfriend’s best-selling models, the Phantom and Pharaoh, come complete with 24 different modes including a reclining zero gravity and brain massage function that starts with a body scan; adjusting to the body’s unique frame and provides a personalised total body massage and relaxation experience.