Until surprisingly recently, saunas in Japan were often associated with older men rather than younger generations. The television adaptation of bestselling manga Sadō (The Way of the Sauna) introduced sauna culture to a younger audience, helping turn saunas into one of Japan's biggest wellness trends.

At the centre of the boom is a feeling known as totonou. Many people describe it as the calm, refreshed state that comes after moving between a sauna, a cold plunge and a period of rest. There is no perfect English translation, but the idea has become synonymous with modern Japanese sauna culture.

Rather than copying Finnish traditions, Japan has developed its own style. Most are found inside sentō, super sentō and onsen, where the sauna is just one part of a longer bathing ritual. It's common to move between hot baths, saunas and cold plunge pools during a single visit, while many traditional bathhouses even have televisions inside the sauna.

The boom has also welcomed new ideas from overseas. Finnish löyly, where water is poured onto hot stones to create steam, and German Aufguss, in which a sauna master circulates hot scented air with a towel, have both become increasingly popular. In 2023, Japan even won the World Aufguss Championships, reflecting just how seriously the country has embraced its new sauna culture.

Japanese sauna culture continues to evolve, but one thing has remained the same: the sauna isn't simply about getting hot. It's another way to slow down, relax and spend time at the bathhouse

Japanese bathing is still evolving.
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