Feel the 'brid.zzz' to ease stress and sleep deep

Stress have you on edge? Can't sleep? LG Electronics might have just the thing to help. The electronics maker debuted its first stress relief and sleep aid device on Friday. Named “brid.zzz,” the wireless earbuds monitor the user’s brainwaves...

A model wearing brid.zzz earbuds [LG ELECTRONICS]

Stress have you on edge? Can't sleep? LG Electronics might have just the thing to help.

The electronics maker debuted its first stress relief and sleep aid device on Friday.

Named “brid.zzz,” the wireless earbuds monitor the user’s brainwaves in real time to emit breeze-like frequency sounds, according to the electronics company.

A pair of brid.zzz earbuds cost 449,000 won ($350) on LG Electronics' online store.

brid.zzz is a “mind wellness solution” device, an upgrade from a prototype revealed at the CES 2023 tech show in Las Vegas in January.

The earbuds use brainwave-detecting technology to assess the user’s state of mind and produce stress-relieving or sleep-inducing sounds based on the user’s daily pattern data, compiled on a smartphone. The more the data, the better the sound customization.

brid.zzz uses brainwave entrainment, which is to say, how brainwaves synchronize with external stimuli such as sounds.

For example, brid.zzz induces brainwaves with a 2-hertz bandwidth — the bandwidth for brainwaves in deep sleep — by emitting sounds with a 2-hertz frequency difference.

brid.zzz earbuds and a UVnano case [LG ELECTRONICS]

brid.zzz users can choose from a static binaural beat or dynamic binaural beats that give off a fixed frequency or self-adjusting frequencies, respectively.

Users can also select “mind care” mode for stress relief or “sleep care” mode for deeper sleep on the brid.zzz app, which includes 90 different melodies, lullabies and ASMR sounds.

The earbuds are stored in a dome-shaped case called “UVnano,” which cleans them and has a battery capacity of up to 11 hours.

brid.zzz is the first device produced by LG Labs, a marketing platform that showcases LG Electronics’ experimental and innovative products.

“The device was created based on the fact that there are more people than we think who suffer from stress and insomnia living in modern society,” said Noh Seong-pyo, head of Sleepwave Company.

Sleepwave is an internal startup at LG Electronics that developed brid.zzz.

BY SOHN DONG-JOO [sohn.dongjoo@joongang.co.kr]