South Korea sees surge in 'solo sauna' trend, boosting bath product sales

The traditional sauna experience in South Korea is undergoing a transformation, with a rising number of people opting for 'solo saunas' to find genuine rest away from the hustle and bustle of crowded public bathhouses. For many, like 29-year-old office worker Ms. Ko, the appeal lies in the undisturbed peace.

“

Saunas are places to rest, but if there are too many people, it's actually tiring. Being alone, I feel like I can truly rest. It's a bit like a 'semi-staycation'.

"Saunas are places to rest, but if there are too many people, it's actually tiring," Ms. Ko explained. "Being alone, I feel like I can truly rest. It's a bit like a 'semi-staycation'." She found that shared saunas often led to exhaustion due to constant comings and goings, loud conversations, and people occupying space for too long. The solo sauna offers a sanctuary where one can relax in any posture without worrying about others.

This shift towards personal relaxation spaces is fueling a boom in related consumer spending. Beyond just bringing towels and toiletries from home, individuals are now purchasing dedicated items such as bath bags, travel-sized containers, mesh pouches, hair masks, and scrubs. Online fashion platform 29CM reported a staggering 927% increase in searches for 'sauna' over the past three months compared to the previous year. Searches for 'bath bags' also rose by 30%, and sales of small containers for toiletries jumped by an impressive 668%.

“

In public saunas, people are constantly coming and going, occupying space for a long time, or talking loudly, which can be exhausting instead of restful.

Similarly, W컨셉 saw a 155% increase in searches for sauna-related items like bath baskets, mesh bags, and travel containers. Sales for these products surged by 110% in the same period. A W컨셉 representative noted a significant rise in demand for PVC bath bags and spa bags, reflecting the sauna's evolving status from a mere cleansing facility to a wellness activity and a personal hobby. This trend is expanding the market for sauna accessories into the fashion and lifestyle sector.

“

The best part about a solo sauna is that I don't have to worry about other people and can relax comfortably in any position.

While the feeling of refreshment after a sauna session is undeniable, scientific evidence supports some health benefits. Finnish studies have linked regular sauna use to reduced risks of sudden cardiac death, fatal coronary heart disease, and overall mortality. Research also suggests a lower risk of dementia among frequent sauna users. The physiological changes, such as increased heart rate and blood vessel dilation, mimic some effects of exercise. However, experts caution that these findings are observational and may not apply to all demographics. Saunas should not replace physical activity for building muscle or bone density, and caution is advised, particularly when consuming alcohol before use.

“

Sauna searches have surged by 927% compared to the same period last year.