Hello, CEO Yoo. Please give us a brief introduction of what kind of company S-OMNI is.

S-OMNI is a corporation dedicated to “solving sleep problems.” When the hyphen is removed from the name S-OMNI, it is read as SOMNI, which means “sleep” and “dream” in Latin, creating the idea that the name is related to “sleep.” Furthermore, the term “OMNI” signifies “whole.” Finally, I believe I can state that “S-OMNI is a company that operates with the belief that sleep is connected to the entirety of life, not just sleeping.”

The first SleepTech exhibition was held in 2020. The presence of an expo indicates a certain level of industry revitalization. What was the atmosphere in 2020, and how has Korea’s sleep business evolved?

“SleepTech” is a term used only in Korea, and a serious discussion on this topic began around 2019 or 2020. The world started to take notice of the sleep sector when the “McKenzie Report” reexamined its growth potential in 2017.
With the creation of sleep-related credentials (sleep environment manager, sleep coaching instructor, etc.) in 2018, market formation in Korea started in earnest. The market has advanced with the introduction of personalized sleep products, including memory foam pillows, smart lighting, and AI-powered sleep solutions. From roughly ￦48 billion in 2011 to roughly ￦3 trillion in 2021, the local sleep market has increased more than sixfold in size. The real growth rate would have likely been higher if the software (apps, services, etc.) component had been excluded.
When the exhibition was held in 2020, the sleep industry was starting to make a name for itself as a vital sector that does more than just sell goods. Since then, sleep issues have been more noticeable because of the pandemic and the elevated stress levels in contemporary society, which accelerated the industry’s expansion.
Insomnia has grown as a significant issue in modern society, as the World Health Organization (WHO) refers to it as an “invisible epidemic.” Amid this trend, the sleep industry is currently developing into a vital sector that does more than just provide goods; it also enhances people’s health and quality of life.

Did you set the theme of “sleep” when you conceived ideas for your business, or did you start your business because of “sleep”? What does “sleep” mean to you? What were some of the challenges in the early days of your business?

I studied biomedical science as my major. Although it’s termed “life science,” “biomedical” piqued my curiosity more. I wanted to learn more about the psychology and wellness of human life, rather than just researching about genes or molecules and analyzing the outcomes. After completing my college degree, I began producing content for Facebook that addressed my psychology and mental health.
Over time, it gained recognition and amassed three million followers. The business was essentially a flop since it was nearly free. However, it was crucial to discover that the majority of those who experience “mental health” issues also have “sleep problems.” I’ve concluded that “sleep” is more than just rest; it “deals with sleep” and is crucial to maintaining the wellbeing of the mind, as well as life in general.
Naturally, I had to confirm that “the sleep industry is really a promising field” in the early stages of the business, while also developing my expertise in the subject of sleep. In retrospect, I believe that the most difficult task was gaining a thorough grasp of the subject of “sleep,” and demonstrating the industry’s viability.

I’m curious about S-OMNI’s business. What is the difference between your company and other companies in the same field?

The sleep industry is broad. With an emphasis on diagnosis and measurement that aims to monitor sleep status, businesses in this sector are typically divided into two categories: “diagnosis and measurement” and “resolution and intervention.” S-OMNI, however, is concentrated on creating solutions that support “resolution and intervention.” The quality of sleep is not instantly improved by diagnosis alone. For example, you must figure out a precise method to know what to do and how to do it if you have used a wearable watch to measure your sleep data. S-OMNI offers such a practical solution.
First and foremost, S-OMNI works to dispel myths and unhelpful ideas like “You must sleep for a few hours,” and “You must sleep before a certain hour.” S-OMNI also offers information on how to successfully unwind for one to two hours before bedtime by using scientifically validated techniques.
The American Academy of Sleep Medicine recommends relaxation therapy as the preferred treatment for severe insomnia; it has nothing to do with music or sleep ASMR. This content, which consists of breathing, images, and awareness, was likely first marketed for sleep by S-OMNI. Additionally, S-OMNI is creating content that aims to use mindfulness-based cognitive therapy and cognitive-behavioral therapy in everyday life without the need for medicines. Another unique strength of S-OMNI is its patented and researched themed sleep sound, which is based on both scientific proof and innovative concepts.

What are some of the techniques or theoretical principles that apply to running your business?

Given my background in clinical and healthcare settings, I believe it is important to highlight both technical expertise and know-how. The tenets are founded on scientifically validated therapies, including cognitive behavioral therapy (CBT) and relaxation therapy, which are now the accepted standard of care for chronic insomnia. However, the expertise and experience of the one providing it is just as important.
I studied sleep medicine and mind-body medicine at Harvard Medical School and Oxford University, concentrating on sleep and relaxation therapy, after obtaining my biomedical science degree. I was more motivated to find a solution than everyone else because, in high school, I experienced significant sleep difficulties due to academic stress. I therefore began researching various therapies and technological advancements on my own.
S-OMNI is now developing an AI-powered sleep coach, and has implemented AI technology to offer a program that enables more people to receive personalized sleep solutions based on this experience and expertise. Through automated processes and extended scale, S-OMNI should be able to customize the answer to a much broader audience, while just one person named “Brainer Jay” has offered common sleep coaching to 700,000 individuals on YouTube. S-OMNI will keep working to support more people in having healthy sleep as digital transformation quickens, and technology becomes easier to use following the Covid-19 pandemic.

A corporate partnership ceremony with “Terragen Health” was held in March 2024. Could you please explain the features and content of “Somnia,” Korea’s first AI-based sleep care app?

Terragen Health boasts of unparalleled genetic analysis technology, and was the first firm in Korea to commercialize DTC genetic analysis services. The partnership is founded on the mutual objective of integrating Terragen Health’s genetic analysis technology with S-OMNI’s sleep research to offer a comprehensive approach to the causes and treatment of insomnia. The partnership aims to commercialize scientifically tailored sleep coaching services by fusing user data and genetic testing. This approach uses Terragen Health’s genetic analysis results to suggest personalized sleep content and coaching within the Somnia.
S-OMNI created the “Somnia” mobile app, which gives users access to genetic analysis results and, by using AI sleep coaching and sleep improvement programs, assists them in changing their sleeping patterns. S-OMNI assists people in developing healthy sleep habits throughout their lives, and provides a deeper understanding of the causes of insomnia.

What would be the best conditions, such as pillows or lights, for us to have a restful night’s sleep?

The use of sleep aids like pillows and lamps is arguably one of the simplest methods to improve your sleeping environment. A smart pillow that automatically raises your neck while you sleep, for example, or a smart light that switches on automatically when you wake up are examples of smart items that can improve your quality of sleep. By creating a cozy and tranquil bedroom ambience, soft lighting, comfortable pillows, and beds at the ideal temperature can all improve your quality of sleep.
However, I would say that the fundamental solution lies in practical strategies, such as stress management and sleep pattern improvement. Your lifestyle, level of psychological stress, and how you see sleep all influence the underlying causes of your sleep issues.

"Brainer Jay’s Sleep Journey," a YouTube channel, has 760,000 subscribers to date. Describe your channel, your philosophy, and your emphasis on content planning.

“Brainer Jay’s Sleep Journey” aims to improve people’s quality of sleep. It is a channel that focuses on techniques that have been proven effective by science and medicine, rather than taking a straightforward stance like, “You can listen to relaxing music and fall asleep.” It includes information that improves your quality of sleep, and I think evidence-based information is crucial. Since its efficacy has not yet been established, content such as ASMR is avoided in favor of relaxing therapies that have been validated by science. Stress and tension can be reduced, and the thoughts and feelings that lead to insomnia can be controlled with relaxation therapies.
Additionally, it offers personalized content to users with a range of sleep disorders. For example, people with persistent insomnia can benefit from relaxation therapy content, but it is simpler to deliver sleep noises that are customized to individual preferences for people who require only mild assistance. My YouTube channel’s “synchronized sounds”—which synchronize your heart rate or brain waves—are perhaps the most watched content. It uses the phenomenon of vital signs synchronizing with sound to enhance the quality of sleep.
The idea behind Brainer Jay’s Sleep Journey, in my opinion, is the desire to establish a healthy sleep culture by enhancing sleep quality in a scientific and methodical manner.

I’m sure that subscribers and friends are giving you feedback on your work. What do you think? Which feedback stands out as the most impactful or noteworthy?

Many positive stories have been shared with me, such as the story of a student who has been using it since his senior year of high school to help him on his college entrance exam, and has returned as an adult preparing for a job search, or a homemaker who claimed to have used my content as a last resort after suffering from insomnia for over a decade, and is now able to sleep without the use of medication. That, in my opinion, is the most fulfilling thing, and what motivates me.
Subscriber comments and feedback are crucial clues on how to manage my content. Seeing encouraging remarks from people in a variety of occupations, including firefighters, shift workers, and transportation workers, makes me very happy. I made the decision to maintain my genuineness because of this. I appear to be more thorough when it comes to providing a scientific basis when I create information based on problems I’ve actually encountered.

What is S-OMNI’s vision? Tell us about your longterm and short-term objectives, as well as your plans in the future.

S-OMNI’s vision starts with a philosophy that “all life is contained in sleep.” Sleep is essential in enhancing people’s mental and psychological well-being, as well as their general quality of life.
Research has indicated a strong correlation between sleep and mental health conditions, such as anxiety, depression, panic disorder, dementia, and other mental illnesses. To promote people’s mental health and enhance their quality of life, S-OMNI seeks to address these sleep issues in the near term.
S-OMNI plans to develop an AI health coach system in the long term. By using a mobile app, S-OMNI currently offers coaching content for mental and sleep health. Based on this, the company intends to grow its AI-powered, highly customized sleep coaching service. It will feature an AI coaching system that can comprehend the unique sleep issues and situations of each person, and offer various tailored solutions.