The sauna, a cherished Finnish tradition, has found an enthusiastic following in Japan, with an estimated 17.8 million sauna enthusiasts, or “saunners”, as of 2024. This “sauna boom”, the third in Japan’s history, represents a cultural movement blending tradition, nature, and innovation to promote wellness. The surge in popularity presents a significant opportunity for Finnish companies to export their sauna expertise and products to a rapidly growing market.
Factors Driving the Sauna Boom:
Several factors have contributed to the sauna’s resurgence in Japan:
- Stress Relief: The sauna provides an escape from the pressures of daily life, particularly for a generation grappling with the mental strain brought on by the COVID-19 pandemic. Saunas offer a space for relaxation, contemplation, and connection.
- Health and Beauty Benefits: Saunas are increasingly viewed as promoting health and beauty, with benefits like improved circulation, muscle relaxation, and enhanced skin health.
- The “Totonou” Experience: The Japanese concept of “totonou”, a state of deep relaxation and harmony achieved through the sauna and cold plunge cycle, has become a defining element of the sauna boom.
- Influence of “Sado”: Katsuki Tanaka’s manga and TV series “Sado” (“The Way of the Sauna”) has played a pivotal role in popularizing sauna culture and the pursuit of “totonou”.
- Social Media and Technology Detox: Saunas offer a refuge from the constant stimulation of technology, providing a space for meaningful social interaction and solitude.
- Affordability: Saunas, especially sentō bathhouses, are an affordable leisure activity, appealing to younger generations facing financial constraints.
- Fascination with Finland: Japanese sauna enthusiasts admire Finnish sauna culture and the country’s emphasis on work-life balance.
Business Opportunities for Finnish Companies:
The sauna boom in Japan presents a range of opportunities for Finnish businesses, particularly in:
- Sauna Equipment and Construction: With the growing demand for saunas, Finnish companies specializing in sauna construction, stoves, and other equipment are well-positioned to cater to this market.
- Sauna Products: The rise of “sauna subculture” in Japan has created a market for sauna-related products, including clothing, caps, and accessories. Finnish companies offering authentic and high-quality sauna goods can tap into this trend.
- Consulting and Training: Finnish sauna experts can provide consulting services to Japanese businesses on sauna construction, operation, and authentic Finnish sauna experiences.
Opportunities on the Rise:
Finnish sauna export companies are already witnessing increased interest from Japan, with growing demand for sauna products and expertise. Eetu-Antti Hartikainen, a researcher of Japanese sauna culture and employee of a Finnish sauna export company, notes that Finland is seen as a model country for sauna bathing, creating opportunities for Finnish companies in export markets.
Challenges and Adaptations:
While the Japanese embrace Finnish sauna culture, they also adapt it to their own preferences and traditions. Finnish companies need to be mindful of these differences and tailor their offerings to meet the specific needs of the Japanese market. For example, Japanese saunas often prioritize high temperatures and dry heat, differing from the traditional Finnish sauna experience.
The sauna boom in Japan represents a unique convergence of cultural trends and wellness aspirations. By understanding the factors driving this phenomenon and adapting to the specific preferences of the Japanese market, Finnish companies can capitalize on this growing enthusiasm for sauna and share their expertise with a new generation of sauna lovers.
Sources:
The Japan Times Japan’s sauna movement: Relax, refresh, repeat
The Japan Times Japan seeks digital detox with return to ‘way of the sauna’
Japan Sauna Institute Japan Sauna Survey 2024
Sweet Escape Japan “Totonou” Japan’s Sauna Boom
Sauna Sensei Diving into Japan’s rich bathing and sauna culture, one bath at a time.
Japan Travel Unique Sauna Culture in Japan
Home is where sauna is Sauna in Japan: 11 Bare Facts about Japan’s Sauna Obsession
