Enzyme baths draw younger South Koreans as wellness trend gains pace

SEOUL: Enzyme baths, once more closely associated with middle-aged and older South Koreans, are increasingly attracting people in their 20s and 30s as part of a growing wellness trend centred on stress relief and recovery from demanding routines.

The treatment involves lying in a mixture of hinoki cypress sawdust, rice bran and medicinal herbs combined with microorganisms. As the microbes ferment, they produce natural heat ranging from 40 to 70 degrees Celsius. Unlike a conventional sauna that relies on electrically generated heat, the process raises body temperature more gradually, helping stimulate blood circulation and lymphatic flow.

Younger customers are turning to the therapy for reasons including reducing puffiness, easing fatigue and preparing for busy schedules without intense exercise. Many visitors book appointments before photo shoots or other important occasions to lessen facial and body swelling.

Card data shows shift in customer base

An analysis released on May 20 by Shinhan Card’s big data research institute showed customers in their 20s and 30s made up 47.5 percent of spending at enzyme bath businesses in the first quarter of this year, compared with 30.1 percent in the first quarter of 2023. Over the same period, the share of customers in their 40s and 50s dropped from 53.5 percent to 36.1 percent.

Demand has remained strong despite the cost. At one enzyme bathhouse in Seoul, where a single session is priced at 100,000 won, or $65, nearly 40 bookings are filled on each weekend day, with most customers reported to be women in their 20s and 30s.

Celebrity exposure adds momentum

Public interest has also been boosted by celebrities sharing their experiences online. Actress Oh Yeon-seo featured the treatment on her YouTube channel on June 1, showing herself submerged in the enzyme bed with only her head uncovered. In the video, she described the experience in her own words.

"When I take a half-bath at home, I do not really sweat from deep inside, but here the sweat comes from within. My calves are already so hot. It is a pleasant kind of heat," she said.

Clips showing K-pop performers including Lee Chae-yeon and Lee Hyeri receiving enzyme baths have also circulated on YouTube, where the treatment has been framed as part of anti-inflammatory and detox routines.

The appeal is not limited to celebrity endorsements. Enzyme bathhouses are also said to stand out for tidy interiors and a calm setting, distinguishing them from the scrub-oriented bathhouses more familiar to earlier generations.