Sweating in 100°C heat has become part of life for young people in Japan

Not Just for Grandpas
In the past, saunas in Japan were seen as a place exclusively for tired middle-aged businessmen. But over the last 10 years, a massive “Sauna Boom” has exploded among young people, especially men in their 20s and 30s. It has evolved from a middle-aged habit into a trendy, subculture lifestyle.

The Magic Word: “Totonou”
The ultimate goal of this boom is to achieve a state called “Totonou” (to be arranged, or to be in tune). It is a euphoric, trance-like state you reach by repeating a cycle: Hot Sauna ➔ Freezing Cold Bath ➔ Resting in the fresh air. When the blood rushes back through your body, your brain feels incredibly clear and relaxed.

The Pandemic Escape
This boom accelerated heavily during the COVID-19 pandemic. Because people could not travel or go drinking, they sought a safe, quiet way to relieve stress. Saunas became the perfect solo sanctuary. Now, highly stylized, boutique saunas are popping up everywhere in Tokyo.

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How It Is Different from the US
In the US, saunas are usually just a small hot room inside a fitness gym, or part of a large Korean-style spa. In Japan, the modern sauna facilities are dedicated temples of relaxation. They feature silent meditation rooms, curated background music, and specific humidity levels controlled by towel-swinging “Aufguss” masters.

Join the “Saunner” Cult
Die-hard sauna fans in Japan call themselves “Saunners.” They even buy special merchandise like cute “Sauna Hats” to protect their hair from the heat. If you visit Japan, skip the gym sauna and visit a dedicated Japanese facility to experience the true “Totonou” for yourself!

The Unwritten Rules of the City (Related Articles)
Relaxing in a sauna is a great way to escape the stress of daily life. But navigating the busy streets of Japan can be stressful if you don’t know the unwritten rules! Here are some everyday mysteries you might encounter outside the sauna.

1. The Escalator Rivalry In Japan, escalators have an unwritten rule: stand on one side, walk on the other. But be careful, because you must stand on the LEFT in Tokyo, but on the RIGHT in Osaka!
👉 Which side should you stand on? Check out: “Why Do People Stand on the Left in Tokyo but Right in Osaka?”

Why Do People Stand on the Left in Tokyo but Right in Osaka?

2. The Parking Lot Mystery If you walk through any parking lot in Japan, you will notice that 99% of cars are parked in reverse. This is because Japanese driving culture values “Departure Safety,” allowing you to pull out smoothly and safely when you leave.
👉 Why not park head-in? Check out: “Why Do Japanese Drivers Always Back Into Parking Spaces?”