Park Jae-hyuk is a seasoned journalist who has provided comprehensive coverage of South Korea's corporate dynamics, economic policies, industry challenges and the global positioning of Korean companies. Based on the articles he has written since joining The Korea Times in 2016, his investigative approach has helped readers understand corporate governance, economic trends and business strategies shaping South Korea’s economy.
Massage chair meets with Lamborghini
Seen above is a Bodyfriend Aventar massage chair displayed at the company’s Dogok-dong store in Seoul. The massage chair adopted the design of the Lamborghini Aventador sports car. / Courtesy of Bodyfriend
By Park Jae-hyuk
By Park Jae-hyuk
Bodyfriend will release a “Lamborghini massage chair” in the first quarter next year, the country’s top massage chair manufacturer said Wednesday.
Bodyfriend CEO Park Sang-hyun signed a licensing contract with Automobili Lamborghini CEO Stefano Domenicali at the super-carmaker’s head office in Sant’Agata Bolognese, Italy, late last week, according to the Seoul-based firm.
The new massage chair, which has the code name of the BF-290, will adopt the Italian automaker’s unique and dynamic designs, as well as Bodyfriend massage chairs’ various functions which will satisfy a user’s senses of touch, sight and hearing.
Lamborghini joined hands with a healthcare firm for the first time ever, although Bodyfriend has yet to make its presence felt outside of Asia.
Bodyfriend said it has continuously tried hard to join hands with Lamborghini.
Lamborghini seems to acknowledge the ability of Bodyfriend, which has swept numerous global design awards including the Red Dot Award and iF Design Award.
The carmaker also keeps an eye on an opportunity from the rapidly growing global healthcare market which topped 1,900 trillion won ($1.7 trillion). Westerners have yet to become familiar with Bodyfriend’s massage chair, but it has attracted a wide range of customers in Asia.
The two firms began talks on the new type of massage chair late last year.
Bodyfriend CEO Park Sang-hyun, left, shakes hands with Automobili Lamborghini CEO Stefano Domenicali after a license signing ceremony at the sports car maker’s head office in Sant’Agata Bolognese, Italy, May 11. / Courtesy of Bodyfriend
Domenicali especially chose his birthday for the license signing ceremony with the expectation of further cooperation with Bodyfriend, the Korean company said.
He promised Bodyfriend that his firm will offer full support ranging from technique, design and marketing to Lamborghini’s specialized details and sensibilities. The CEO also said that he is considering installing massage chairs in cars and displaying Bodyfriend massage chairs at Lamborghini showrooms worldwide.
Bodyfriend and Lamborghini seek to post more than $3 billion in sales within 10 years through their partnership. They expect to create a $10 billion-size high-end massage chair market as well.
“I’m so proud of signing a partnership with Lamborghini which is the best carmaker in the world,” Park said. “We will boost expanding to the global market with our design-oriented management and the partnership with Lamborghini which has the most excellent design ability among carmakers.”