Philips eyes Korea’s untapped CPAP market as sleep apnea cases surge

The continuous positive airway pressure (CPAP) market in Korea is on the verge of a shake-up, and Philips wants to be the one leading it.

With nearly 7 million Koreans at risk for sleep apnea but only 2.7 percent receiving treatment, the Dutch medtech giant is launching an aggressive push to put CPAP therapy in the mainstream—as common as statins for cholesterol or glasses for poor vision. 

Philips Korea announced at a press conference Wednesday marking World Sleep Day that it plans to distribute 1.5 million devices by 2030, a move that could redefine how sleep apnea is treated in one of Asia’s fastest-aging populations.

While the company has not disclosed revenue targets or market share goals, its focus is clear: make CPAP the norm, not the exception. The challenge, said Park Do-hyun, who leads Philips Korea’s Sleep & Respiratory Care (SRC) division, isn’t just selling machines but shifting public perception. “The science is clear,” he said. “The real issue is getting people to take it seriously.”

A growing crisis, a massive untapped market

Sleep apnea has tripled in diagnosed cases since 2018, yet remains one of the most underdiagnosed chronic conditions in Korea. Its ties to heart disease, stroke, and depression are well established, yet nearly half of those who snore have never sought treatment.

“If this were an infectious disease, it would be front-page news,” said Kim Hye-yun, a neurologist and director of the Sleep Medicine Research Center at International St. Mary’s Hospital. “But because it develops quietly, it doesn’t trigger the same urgency, even though the risks are just as severe.”

Even among those who recognize the problem, treatment remains elusive. A national survey of 2,000 people, commissioned by Philips Korea, found that while 71.4 percent of respondents acknowledged the need for treatment, only 26 percent were aware of CPAP therapy, and just 29.7 percent believed it to be effective. Many continue to rely on unproven remedies like nasal rinses rather than clinically validated interventions.

Kim, who led the survey’s design and analysis, called snoring an early warning sign that shouldn’t be ignored. “Lifestyle changes alone aren’t enough,” she said. “Patients need to consider established treatments like CPAP therapy if they want real results.”

Philips sees Korea’s 3 trillion won ($2.1 billion) sleep market as primed for change. With national health insurance now covering CPAP rentals and diagnostic sleep tests, reimbursing up to 80 percent of costs for eligible patients, financial barriers are falling. But awareness and long-term adherence remain the bigger challenges.

“The real challenge isn’t just access—it’s making sure patients stick with it,” said Shehaan Fernando, who leads Philips’ SRC business in Asia-Pacific.

That has proven difficult. A quarter of CPAP users quit within a year, and nearly half stop treatment within two. Philips sees improving adherence as key to expanding the market. “Our focus is making CPAP easier to use and harder to abandon,” Fernando said. “If patients drop out, everyone loses—the industry, the healthcare system, and most of all, the patient.”

A push to make CPAP mainstream

To push CPAP into the mainstream, Philips Korea is taking a three-pronged approach: leveraging technology, expanding direct-to-patient sales, and strengthening partnerships with medical professionals.

The company’s DreamStation system uses adaptive pressure algorithms to adjust airflow in real time, responding to a patient’s breathing patterns. Through the DreamMapper app, patients can monitor their progress—an effort to make therapy more interactive and improve adherence.

Philips Korea is also working to lower access barriers. A new direct-to-consumer brand store aims to make CPAP machines and accessories more widely available, while consumer education campaigns are targeting the awareness gap that has kept many patients from seeking treatment.

On the clinical side, Philips is deepening partnerships with sleep specialists and hospitals, integrating CPAP therapy more directly into patient care. The goal is to ensure more patients move from diagnosis to treatment—and that they stay on therapy.

“We’re not just expanding availability—we’re fixing the entire ecosystem,” Park said. “That means stronger collaborations with medical societies, digital outreach, and patient support programs. The goal isn’t just to sell devices. It’s to make CPAP therapy something people actually use.”

Fernando sees the business case for it as well. “The global CPAP market is growing at 7.5 percent annually, but Asia-Pacific is moving even faster—8.7 percent CAGR, making it the fastest-growing region in the world,” he said. “The potential here is massive.”