You can just imagine what every sleep-deprived Filipino’s fervent wish is, and that’s not to wake up in the morning feeling they’ve been attacked by a steam roller. It isn’t an exaggeration to say that sleep deprivation is a major issue in these parts. According to the Philippine Society of Sleep Medicine Inc. (PSSMI), the country ranks first in Southeast Asia and fourth globally as the most sleep-deprived nation.
However, the dream of a sound sleep isn’t altogether impossible.
Speciality houseware and lifestyle retail chain Gourdo’s is helping Filipinos improve their sleep habits to get a good night’s rest. First, it’s making the bedroom a “dream oasis” with its new Sleepcare pillow and A-Fontane bedsheet collections, which it launched at The Dream Oasis pop-up event at The Podium’s atrium lobby from Sept. 4 to 6. Second, it’s reeducating Filipinos on the necessity of sleeping well, coupled with the functions and benefits of a good pillow.
Guests at The Dream Oasis went on a sensory journey on a rainy Sept. 5 afternoon. They test-matched pillows at the Sleep Sanctuary Suite; compared Sleepcare pillows’ raw filling materials at the Touch Bar; sniffed custom local essential oils at the Aromatherapy Bar; and sampled sleep-promoting herbal teas at the Tea Station. They also watched Steven from The Manila Hotel win the Speed Bedding Challenge by completing the task in less than 4 minutes. (The challenge was held for the duration of the pop-up event, and the winners received free Sleepcare pillows.)
Gourdo’s has identified four sleep profiles of Filipinos and their pillows. For example, The Manila Over-worker can alleviate neck tension and posture fatigue caused by hours of desk work with the memory foam comfort pillow that fully decompresses tensed spine muscles. The Midnight Commuter, who spends three to four hours daily traversing Edsa or the C5 gridlock, can release the lumbar tension in the hips and block transit allergens with the antibacterial, anti-mite, anti-bed bug pillow.
The Summer Sweat-out, who breaks out in a sweat in the middle of the night, can ease the intensity of the tropical heat with the heat-dispersing memory foam gel pillow. And The Scroll Procrastinator, who vampire-scrolls until early morning, can easily unplug from social media with the Hotel Atelier premium pillow with its resilient bounce and cervical support.
Sleepy Filipinos
PSSMI cites a 2023 study showing that 56% of Filipinos were getting less than seven hours of sleep and other surveys showing that 46% of Filipinos didn’t get enough sleep and that 32% got less than six hours of sleep. Those suffering from inadequate sleep were primarily students and shift workers.
PSSMI points out that Filipinos’ poor sleep is caused by several factors: shift work, noisy environments, the use of electronic devices before going to bed, stress from deadlines, and caring for others, which were exacerbated by the Covid-19 pandemic.
To address the issue, PSSMI recommends, to name a few, improving sleep habits (making the sleep environment quiet and cool); promoting sleep hygiene (winding down with relaxing activities); and being made aware of the misconception that sleep deprivation is a feather in one’s cap.
Thriving pillow market
The new Sleepcare pillow collection of Gourdo’s highlights the robustness of the Philippines’ pillow market. A report by 6wresearch.com states that the local pillow market is projected to grow at a compound annual growth rate of 6.9% until 2032. The growth is fostered by, among others, an increase in the demand for health supportive bedding products and growing mainstream understanding of quality sleep.
Figures in the last three years indicated the market demonstrating steady compounding growth. In 2023, the increase in demand for orthopedic and memory foam pillows led to an annual growth of 4.4%. In 2024, growth was at 5.2%, as the hospitality industry, including hotels and short-stay accommodations, expanded. By 2025, the rise in the preference for premium pillows with cooling and antibacterial features was boosting annual growth rate to 6%.
The key market trends in the Philippines that Gourdo’s is tapping into are the increasing awareness of sleep health and advancements in pillow technology. The experiential event The Dream Oasis was Gourdo’s way of enhancing sleep awareness in Filipinos, who generally seem unaware of the correlation between good sleep and having proper pillows and other bedding products, and bringing pillow technology closer to them.
Gourdo’s general manager Susan San Miguel, in a brief chat with CoverStory, provided an overview of the crucial points of sleep culture: “It’s important for people to know the functions and benefits of a pillow, such as if it gives cervical posture while sleeping. The neck has to be straight while sleeping or you’ll end up with a stiff neck the next day.”
Another element, continued San Miguel, is pillow preference—soft, medium firmness, plush cloud, or a firm, hard configuration. She herself is partial to the cloud-soft Hotel Atelier premium pillow, with a 200-thread count, 100% microfiber poly fill, and 100% combed cotton.
The last element to consider is the type of sleeper a person is: back sleeper or side sleeper? San Miguel pointed out that a side sleeper, for instance, will need a high-level pillow so the neck wouldn’t drop and strain the muscles.
Bedding technology
Gourdo’s pillows are engineered with built-in Sleepcare and Healthguard technologies. Sleepcare is incorporated into the memory comfort and memory gel pillows. The technology is characterized by an ergonomic design and tailored contouring to relieve spinal strain and daily posture fatigue. The memory comfort pillow’s contoured memory foam aligns the spine, easing the pressure points across the neck and shoulders while supporting the neck. Likewise, its high elevation helps reduce snoring and mild sleep apnea.
Meanwhile, the memory gel pillow’s adaptive memory foam is combined with a cool gel layer and breathable bamboo cover. The cool gel layer pulls the heat away from the head and neck; the memory foam contour supports the natural neck curve; and the bamboo fabric lets the air flow naturally and eliminates odor buildup.
The Australian-developed Healthguard is a non-invasive technology of antimicrobial, anti-dust mite, and anti-allergen treatments. The technology is incorporated into the antibacterial, anti-mite, anti-bed bug and Hotel Atelier premium pillows, which are exclusive to Gourdo’s. The anti-mite pillow is resistant to bed bugs, dust mites, and bacteria, and prevents the aerial transmission of allergens, making it suitable for people suffering from asthma, morning nose congestions, and allergic dermatitis. Similarly, the Hotel Atelier pillow is impervious to viral agents, bacteria, mold spores, and odor.
Completing Gourdo’s sleep sanctuary is the A-Fontane Stay-Clean Cotton collection, which is also Healthguard-treated. The 300-thread count, self-sanitizing bedsheets—they remain clean without washing for a year—repel and neutralize bacteria, dust mites, foul odors, and viruses.
Sleep is serious business, and should be taken seriously. CS
Sleepcare pillows and A-Fontane bedsheets are available at Gourdo’s branches (The Podium, TriNoma, UP Town Center, and Alabang Town Center) and online shops Lazada and Shopee.
