Marking its official entry into the Chinese market, South Korean wellness brand BEREX said it is betting on the country's fast-growing high-end "healing consumption" sector, where demand is rising for products that combine technology, comfort and home aesthetics.

"We believe the potential of China's premium wellness and lifestyle market is enormous and still largely untapped, and we want to seize the opportunities by initiating a debut," Lily Yang, chief marketing officer at COWAY BEREX China, said during the just-concluded China Sport Show in Xiamen, Fujian province.

Yang added that the continued expansion of China's high-net-worth population, along with growing willingness among consumers to pay for products that combine professional wellness functions, premium design and emotional value, is creating significant room for growth.

"Chinese consumers are rapidly moving toward quality- and experience-driven health consumption, creating fertile ground and sustained growth momentum for premium health and wellness brands like us," Yang said.

According to Towards Healthcare Research & Consulting, China's health and wellness market size is anticipated to grow from $1063.82 billion in 2026 to $1812.62 billion by 2035, with a CAGR of 6.10 percent.

Against this backdrop, BEREX sees China not only as a major consumer market, but also as an increasingly important source of inspiration for global product innovation, Yang added.

"The Chinese market is highly dynamic and has provided many practical inspirations for our global products and business thinking," she said.

One major takeaway comes from China's compact living spaces and the popularity of small-sized apartments, which have pushed the company to develop lighter and more space-efficient products.

"This design philosophy can also help solve furniture and space-layout challenges for small-home users around the world," the executive noted.

The company also highlighted changing aesthetic preferences among Chinese consumers, who increasingly favor minimalist, warm-toned products that blend naturally into home environments instead of looking overly industrial or technology-heavy.

"This has further strengthened our belief that massage and wellness products should integrate seamlessly into home interiors," the company said, adding that the trend also aligns with the broader global shift toward integrated home aesthetics.

In addition, BEREX said China's family-oriented lifestyle scenarios have also influenced its product development strategy.

"Chinese consumers tend to spend more time at home, and different generations within a household often have different living habits," Yang said. "This fits perfectly with our long-term goal of integrating relaxation into daily life, rather than making wellness something people need to schedule separately."

Meanwhile, the company said artificial intelligence and smart connectivity are also reshaping the future of the global wellness industry.

Yang said, noting its massage beds are now equipped with intelligent spinal-curve scanning technology that can identify different body shapes and provide customized massage programs.