Revitalize Your Sleep: The King of Mattresses’ Strategy to Connect with Future Customers

Growth Through Understanding and Empathy with Customers

Gen Z in Vietnam—over 14.7 million individuals, comprising approximately 30% of consumers—is increasingly focused on sleep quality and living spaces. Despite 37% of young Vietnamese experiencing sleep issues, according to Philips and Wakefield Research (2022), they view their bedrooms as a reflection of personal style and inspiration.

Young consumers invest in bedroom spaces to express their individuality.

Recognizing this trend, Vua Nệm has expanded its scale and diversified its product range to meet various needs. In the first three quarters of 2025, the brand opened 31 additional Vua Nệm Giá Tốt stores, targeting young consumers with the goal of ensuring every visitor finds their desired product.

In 2025, Vua Nệm also launched Goodnight, positioning it as a pioneering Vietnamese bedding brand in technology and design for the youth. The brand saw significant growth, with products like Goodnight Airsilk accounting for 50% of e-commerce revenue.

By staying ahead of trends, Vua Nệm has seen Gen Z customers contribute to 45% of its revenue, surpassing the 34% from middle-aged customers. This marks a significant shift in its customer base restructuring.

The Goodnight Airsilk collection, loved by the youth for its trendy style.

Communicating in the Language of the Youth

While Vua Nệm modernizes its products through design and shopping experiences, its communication strategy also resonates with young audiences, avoiding generic health advice. During its 18th-anniversary campaign, the brand employed multi-channel storytelling with a Gen Z twist, blending humor and health messages.

YouTube ads aired during late-night hours with the tagline, “Don’t skip the ad, skip the sleepless nights,” significantly boosted brand recall.

Vua Nệm skips ads for customers to prioritize sleep.

The brand also personified mobile devices to remind users to sleep early: “You need rest, and so does your phone,” delivering a relatable message about the importance of sleep.

The campaign extended to a pajama parade across major city streets, promoting the message “Sleep well, live well,” capturing widespread attention.

Vua Nệm’s roadshow encourages sleep in Gen Z style.

Reflecting on Gen Z and Y customers, a Vua Nệm representative shared, “Today’s youth are dynamic with unique lifestyles but often overlook sleep. Vua Nệm aims to be their partner in realizing that sleep is the foundation of health and happiness.”

An 18th-Anniversary Gift – Gratitude Through Action

Celebrating 18 years of enhancing Vietnamese sleep, Vua Nệm thanks customers with practical offers. Until October 31, 2025, customers receive special 18th-anniversary pillowcases, mattresses starting at 1.8 million VND, and discounts up to 8 million VND on premium products. Over 1,800 gifts are also being distributed as a token of appreciation for their loyalty.

Concluding a journey filled with milestones, Vietnam’s leading mattress retailer is poised for a new era of youthfulness and connection with future generations.