The World Cup has always been about more than football.
It’s one of the few moments where millions of people across different countries, cultures, languages and lifestyles all experience something together.
And strangely, sleep is a little bit like that too.
Every single person on earth sleeps. But how we sleep, where we sleep and what sleep means to us culturally can look completely different depending on where we are in the world.
In Spain and parts of the Mediterranean, later dinners and warmer evenings naturally shift sleep schedules later into the night.
In Scandinavia, sleep environments are often intentionally cool, dark and minimalist, with strong cultural attitudes around recovery and rest.
Japan has the concept of “inemuri” — resting or sleeping briefly in public — where exhaustion is often viewed as a reflection of dedication and hard work.
In many cultures around the world, multi generational households mean sleep happens in busy homes filled with movement, conversation and shared space.
Even sleeping separately from your partner is viewed completely differently depending on the country, culture and social norms.
Yet despite all these differences, one thing remains universal:
Sleep affects all of us.
Our mood. Our relationships. Our focus. Our health. Our ability to recover.
And science continues to show that sleep is shaped by far more than just what happens when we get into bed.
Stress levels. Emotional safety. Work culture. Noise. Heat. Light exposure. Connection. Routine.
Sleep is emotional, environmental, social and cultural.
Which is why we believe the future of sleep health needs to become more human.
Not built around “perfect” routines or ideal lifestyles. But around real people, real lives and real ways of living around the world.
Because while cultures may sleep differently, the need for better rest is something we all share.
