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 significan...