KD Navien and Kiturami began advertising bedding heating products as the winter peak season arrives, moving to strengthen sales.
On the 13th, KD Navien unveiled new TV and digital ads for "Sleep Mat Four Seasons" and a new digital ad for "Sleep Mat Carbon." The message that "the difference in technology makes the difference in sleep" is delivered through actor Ma Dong-seok's cheerful performance, conveying the value of "Sleep Mat," which offers sound sleep with an AI sleep solution and precise temperature control technology. The AI analyzes sleep stages using breathing sounds during sleep and automatically adjusts the mat temperature.
In particular, consumers who want a cozy warming sensation can use "Sleep Mat Hydronic," and consumers who want convenient use can choose "Sleep Mat Carbon." Consumers who want a cool mat even in summer can choose "Sleep Mat Four Seasons." A KD Navien official said, "We are leading the sleep-tech market by solving the most important 'temperature' in the sleep environment with technology."
Kiturami is targeting the master bedroom market in the change of seasons and winter with its "third-generation carbon mat ondol," which incorporates 60 years of heating technology. In 2020, Kiturami became the first in the boiler industry to launch the third-generation carbon mat ondol, sparking a generational shift in the heating mat market long dominated by first-generation electric mats and second-generation hydronic mats.
The flagship product is the Kiturami third-generation carbon mat ondol premium KMF series, featuring a detachable smart remote controller operable from up to 7 meters away and an "eco mode" that saves an additional 20% of electric energy compared with the standard heating mode.
That day, Kiturami launched TV home shopping broadcasts and released its new 2025 commercial themed "60 years of heating technology that needs no explanation." The newly released ad opens with actor Ji Jin-hee lying comfortably on the third-generation carbon mat without worries about electromagnetic waves, washing, environmental hormones, or electricity bills. It then explains the Kiturami third-generation carbon mat, which has secured a pillar in the heating mat market, through captions such as "the one and only carbon mat ondol made with Kiturami's 60 years of heating technology" and narration by Ji Jin-hee.
A Kiturami official said, "We hope you enjoy a comfortable sleep life during the change of seasons and winter with the third-generation carbon mat born of Kiturami's 60 years of heating technology."