Bathhouses are back — and so are bath bombs, hotel towels and shower filters

"I go to the bathhouse six times a week. Let me introduce my favorite bath products."

Public bathhouses, long considered a retreat for older generations, have emerged as a new hotspot among Koreans in their 20s and 30s. Young consumers are treating bathing as a lifestyle experience — and spending on the products that go with it.

Industry officials said the trend has been driven by the rise of single-person bathhouses catering to solo visitors, as well as a growing number of distinctive venues featuring stylish interiors and private spaces that appeal to younger customers. The shift also aligns with a broader wellness movement centered on physical and mental well-being.

Social media is awash with bathhouse content. As of Tuesday, Instagram posts tagged "bathhouse" numbered more than 8,900, while those tagged "bath products" exceeded 2,300. The posts range from shopping reviews at Namdaemun Market to curated product recommendations.

The surge in demand prompted a dedicated pop-up event: a "Bath Market" flea market selling bath products was held in Gangnam-gu, Seoul, on May 29 and 30. Organized by Gallery Royal, the event drew crowds from the moment it opened, with brands offering bath bombs, soaps, towels and other bath goods.

Sales figures reflect the enthusiasm. According to lifestyle platform 29CM, transactions for body care products — including body scrubs and body lotions — rose 26 percent year-on-year last month. Aromatherapy product sales nearly tripled over the same period. Bath bomb and body scrub transactions climbed 33 percent and 75 percent, respectively.

The interest in bath products is spilling over into bathroom décor. As more people come to see the bathroom as a space for rest and recovery, transactions in the bathroom accessories category — which includes soap dishes, toothbrush holders and bath mats — jumped 147 percent year-on-year over the same period. Shower filters combining water-purification functions with design appeal have been particularly popular, with brands such as Uncommon House and Bodylove among the standouts.

"As the wellness trend gains momentum, more people are treating time spent in the bathroom as an important part of their nighttime routine for better sleep quality," a 29CM official said. "The bathroom is no longer just a functional space — it is being recognized as a place for rest and recharging, and demand is growing for shower fixtures, toothbrush holders, towels and other bathroom items that reflect personal taste."

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https://biz.heraldcorp.com/article/10760058