Sleepless In Subang... And Elsewhere

By Kunal Sinha

Oblivious to drumbeats around him, a Lion Dancer catches forty winks in a KL mall.

Another elderly gent, who perhaps woke up at 5 am to deliver vegetables at Pudu market, naps in a corner of the market.

Sleep deprivation is everywhere.

Based on 2023-2025 studies, Southeast Asia is experiencing a significant “sleep crisis,” with approximately 3 in 4 residents experiencing sleep problems at least a few times a week.

The region shows a paradox where inhabitants highly value sleep but are often unable to achieve the recommended 7-8 hours due to lifestyle, work, and environmental factors.

• Despite being a “sleep-loving” nation (73% view sleep as important), Indonesia has one of the shortest average sleep durations in Asia, at 6 hours and 36 minutes.
• A study of working adults in Malaysia found that 54.7% reported getting less than 7 hours of sleep regularly. Among undergraduate students, the prevalence of sleep deprivation was even higher at 58.1%.
• Singapore was found to be among the top sleep-deprived nations, where a similar 54 per cent of residents get less than seven hours of sleep daily.  

The conflict between valuing sleep and failing to get enough of it is a significant public health issue.

• Health Deterioration: Harvard Medical School recommends adults get at least seven hours of sleep per night. Consistently missing this target impairs cognitive function, increases stress, and raises the risk of long-term health issues.
• Productivity Loss: The chronic sleep deficit, highlighted by scientific reports from the World Sleep Congress 2025, translates to billions in lost economic value annually across the region due to low productivity and increased health costs.

This sleep paradox is driven by modern lifestyle and cultural pressures common across Southeast Asia:

• The Hustle Culture: Long working hours and financial pressure force individuals to sacrifice rest. I had previously written about a 28 yr old Grab driver who has a full time job, and then does airport runs from 9 pm until 1 am. He wants to make as much money as he can before he turns 30, and in the process might be endangering his passengers’ and his own life.
• The Digital Dopamine: Heavy nighttime gadget use – scrolling through notifications, watching TikTok, and using social media – is a major obstacle to a restful, consistent routine, significantly delaying bedtime.

A study on sleep deprivation by Rand Corporation found that in addition to an increased mortality risk for people sleeping less than six hours a night, up to 3 per cent of gross domestic product (GDP) was lost due to lack of sleep. The losses are both economic and wellbeing.

Over the past few years, a few brands have stepped up to address the challenge.

Four years ago, the “Rest with Coway” campaign aimed to create a platform for a new series of Coway products that looks to address Malaysians’ ‘rest’ challenges.

Released in in two distinct phases, the first phase called on Malaysians to participate in a study centred around their resting habits and invites them to share the details of their dreams.

In the second phase, the results of the study were used to create AI-generated artwork, where people could search and discover the gallery of dreams from the public, learning and discovering the importance of a relaxed body and mind.

The mattress brand Simmons ran the “Advance Your Sleep” campaign to educate consumers across Singapore, Malaysia, Indonesia, the Philippines, Vietnam, and Thailand on prioritising sleep – especially targeting young adults struggling with poor sleep habits.

Now stop scrolling and go to bed!

Kunal Sinha is Chief Knowledge Officer at Ampersand Advisory. He is the author of several books on consumers, culture and creativity, and mentors executives on adapting to a world in constant flux.