Changing face of lunch hour in Seoul’s office districts

Sleep cafe Nabijam / Captured from Nabijam website

The traditional lunch hour in Seoul’s bustling business hubs, like Gwanghwamun, Gangnam and Yeouido, is undergoing a major shift. Instead of crowding into restaurants, an increasing number of office workers are flocking to sleep cafes.

For many, lunchtime has transformed from being a time to eat into a vital 20- to 30-minute window for physical and mental recovery.

"I've used it for several months now," said Kwon, an economist in her mid-30s who works in Gwanghwamun, Jongno District, in an interview Friday. "I work at a global firm where the lunch culture is flexible, so I usually 'brown bag' my lunch and eat it at my desk. Afterwards, I'll head out to take a short nap at Nabijam."

She explained that going out for lunch can often feel more tiring than staying in the office because fighting the crowds and waiting in long lines is exhausting.

"It helps provide a 'real' break from the office and from people," she added. "Especially in Korea, where lunchtime can sometimes feel like an extension of work, enjoying 'me time' with a nap provides that necessary physical and mental separation from the workplace."

Nabijam, located in Gwanghwamun, operates as a 24-hour unmanned system. Slots can be booked in increments as short as 10 minutes. For about 10,000 won ($7.50) for 30 minutes, patrons get a private space equipped with a premium reclining massage chair to enjoy a deep, undisturbed nap.

Sleep cafe Mr. Healing / Captured from Mr. Healing website

Growing network of urban rest stops

This trend is booming across major areas like Gwanghwamun, Myeong-dong and Gangnam. Catering to exhausted professionals and weary tourists alike, sleep cafes offering either massage chairs or small private rooms with beds — such as Mr. Healing and ZAMSHH — are thriving. Even Incheon International Airport operates a dedicated Nap Zone featuring 180-degree flatbed chairs where travelers can catch up on sleep for free.

As modern society increasingly recognizes high-quality sleep and proper rest as essential pillars of health and success, the wellness and relaxation industry is experiencing explosive growth.

According to the Korea Sleep Industry Association, the size of the domestic "sleeponomics" market surpassed 3 trillion won as of 2021 and continues to expand at an annual rate of over 10 percent. The rapid rise of dedicated relaxation spaces is a testament to this demand.

Businesses offering small rooms equipped with reclining chairs, designed for power naps, have become staples of the urban landscape. Office workers utilize these spaces not only to recharge during their lunch breaks but also to catch a quick rest after working overtime.

This commercial boom aligns with a stark reality: Koreans are sleeping less than ever.

According to the 2024 Time Use Survey released by Statistics Korea last year, the average daily sleep duration for Koreans aged 10 and older dropped to eight hours and four minutes. This marks the first downward trend since the government began tracking this data in 1999, with sleep times decreasing across all age demographics.

Furthermore, the survey revealed that more than one in ten Koreans, or 11.9 percent, struggle with insomnia, tossing and turning in bed without being able to fall asleep.