The Decline of Traditional Bathhouses: Adapting to the Preferences of MZ Generation

The once-popular bathhouses and jjimjilbangs in Korea are gradually disappearing

The once-popular bathhouses and jjimjilbangs in Korea are gradually disappearing. The combined impact of the COVID-19 pandemic, rising public utility costs, and shifting cultural preferences has led to a significant decline in their usage. To survive in this changing landscape, experts suggest that the bathhouse industry must evolve to meet the needs of modern consumers, particularly the MZ generation, who prefer luxury spas over traditional bathhouses.

Bathhouses and jjimjilbangs, once a staple of Korean culture, are increasingly becoming relics of the past. According to recent data from the Ministry of the Interior and Safety, the number of bathhouses across Korea has decreased by 30% over the past decade, from 7,633 establishments to just 5,347 as of July 2024. This decline marks the continued struggle of the industry, which has been hit hard by several factors.

The COVID-19 pandemic played a significant role in accelerating the closure of bathhouses and jjimjilbangs. Social distancing measures during the pandemic made it difficult for these businesses to operate, and many were forced to shut down permanently. The famous Dragon Hill Spa in Yongsan, Seoul, known as the largest jjimjilbang in Korea, halted operations in 2021 due to the pandemic's impact.

In addition to the pandemic, the rising costs of utilities such as electricity, gas, and water have placed a heavy financial burden on bathhouse operators. Even with fewer customers, the need to maintain the facilities—keeping the baths filled and the floors heated—has become increasingly expensive. For example, a 70-year-old jjimjilbang owner in Eunpyeong-gu, Seoul, mentioned that despite increasing admission fees and reducing services, they continue to operate at a loss due to soaring gas prices.

Cultural shifts have also contributed to the decline. The traditional practice of family outings to the bathhouse, especially on weekends or holidays, has largely disappeared. With the widespread availability of showers in modern apartments and the emergence of alternative facilities such as gym showers and apartment community center saunas, the need for public bathhouses has diminished.

While foreign tourists still seek out jjimjilbangs for an authentic Korean experience, their numbers are not sufficient to sustain the industry. The MZ generation, which comprises Millennials and Generation Z, has shown a marked preference for high-end spa experiences over traditional bathhouses. Establishments like Aqua Field at the Starfield shopping mall and luxury hotel spas such as those at the Grand Hyatt Seoul and Signiel Busan have seen a surge in popularity, despite their high prices.

However, the industry cannot rely solely on luxury spas to replace traditional bathhouses. There are still relatively few luxury spa options nationwide, and the transition has been slow. Experts argue that the bathhouse industry must adapt to the changing demands of consumers to survive. Choi Chul, a professor of consumer economics at Sookmyung Women’s University, suggests that bathhouses should focus on providing unique experiences tailored to the preferences of the MZ generation and tourists. By transforming into spaces that offer more than just a place to bathe, these businesses could attract a new customer base and regain their relevance in modern society.

The decline of traditional bathhouses and jjimjilbangs reflects broader changes in Korean society and consumer preferences. As the MZ generation increasingly opts for luxury spa experiences, the bathhouse industry must evolve to meet these new demands. By embracing innovation and targeting modern consumers and tourists, bathhouses have the potential to revitalize themselves and remain a part of Korea’s cultural landscape.