Sauna

In recent years, Japan has experienced a "sauna boom." This is attributed to the growing interest in health and relaxation and the rediscovery of sauna culture. Saunas have become a popular way for modern people living in a stressful society to refresh their mind and body.

The term "to-to-nou" has become particularly trendy. It refers to the practice of sweating in a sauna and then cooling down in a cold bath, which leads to a comfortable relaxed state. Many sauna facilities are enhancing their cold baths, relaxation spaces, and dining areas, encouraging people to enjoy longer stays.

Additionally, with the spread of social media, communities of sauna enthusiasts sharing their experiences have formed, expanding sauna culture, especially among younger generations. The increase in sauna-themed media, including specialized magazines and events, is also notable.