Busan public bath becomes ‘digital detox’ haven for younger generation
Visitors participate in a meditation session at Geunsaemtang, a public bathhouse in Namsan-dong, Busan. Captured from Geumsaemtang's Instagram
BUSAN — On a recent Saturday, in the quiet residential district of Namsan-dong, Busan, a group of young women gathered at Geumsaemtang, a neighborhood bathhouse which was once dismissed as a fading relic of the past.
Casually dressed, the women moved from one large bathtub to another, then to a steam sauna. No one spoke, instead focusing on their individual relaxation.
These women are part of a growing number of young Koreans taking part in "accompanied bathing" as means of relaxation and "digital detox" that temporarily but completely disconnects people from the pressures of work and social media.
Geumsaemtang is leading the trend. Built in 1995, this classic bathhouse features windows emblazoned with the slogan "Bathing is a washing machine for the soul," while inside whimsical characters and quotes about bathing are scattered throughout the space.
A new cultural phenomenon, "accompanied bathing" sees individuals meeting through online communities to visit bathhouses together. A key rule for these gatherings is anonymity — participants refrain from exchanging personal details to ensure the experience remains focused on recovery. By engaging in these "loose ties," they enjoy a sense of community that is free from the emotional labor and social exhaustion typical of modern networking.
Entrance of Geumsaemtang in Namsan-dong, Busan / Korea Times photo by Park Jin-hai
From hygiene spot to sanctuary for mindfulness
The bathhouse started its transformation from a simple place of hygiene to a sanctuary for mindfulness in February with the introduction of a specialized aquatic meditation program.
The program is intimate, with no more than eight participants at a time. Attendees lie back and float in the warm water of the baths. Under the guidance of a meditation instructor, the session utilizes singing bowls and chimes to facilitate a deep state of rest.
The experience leverages the unique architecture of the bathhouse to create a sensory "sound bath." The natural resonance of the tiled walls amplifies the vibrations of the instruments, while the rhythmic sound of dripping water enhances the acoustic immersion.
According to organizers, this combination of buoyancy and sonic resonance is designed to maximize physical and mental relaxation, offering a profound sense of liberation and helping people disconnect from the relentless noise of social media and the mounting pressures of daily life.
Geumsaemtang owner and sauna aficionado Kang Da-un poses at the bathhouse reception desk. Courtesy of Geumsaemtang
"I’m so glad we have a spot like this in the neighborhood. It was exactly the kind of recharge I needed," one participant shared. On social media, another visitor posted, "In this place, I’m just someone else melting into the hot water. We don't bother with names or ages. A simple, 'The temperature is perfect today,' is enough to feel a sense of quiet belonging. That’s really all the comfort I need."
Kang Da-un, 39, the owner of Geumsaemtang and a self-proclaimed "sauna aficionado," is on a mission to redefine the traditional Korean bathhouse. In a time when these once-vital neighborhood hubs are rapidly vanishing, Kang’s journey began not with a business plan, but with a childhood dream.
"My dream of running a bathhouse started at the reception counter," he recalled. He describes his boyhood memory of a local public bathhouse owner inviting him inside the counter area for a snack. "It was a freezing winter, but that small space was so warm. There was a stove with a kettle whistling on top, and the owner gave me steamed potatoes and sweet potatoes. It had everything — a warm blanket, a TV. To my young eyes, the life of the man working there seemed absolutely perfect. It became my romantic ideal."
Geumsaemtang's window is emblazed with the slogan, "Bathing is a washing machine for the soul." Korea Times photo by Park Jin-hai
The reception counter remains Kang’s favorite part of Geumsaemtang. "Just like I did as a kid, my regulars come behind the counter after their bath to have tea and chat. Those are the moments when I’m truly happy," he said.
However, Kang isn’t interested in merely preserving the bathhouse as a relic of the past. Instead, he is introducing new ways to experience it. Geumsaemtang sells custom-designed merchandise, and customers who show up wearing a Geumsaemtang T-shirt receive a discount on admission.
"I want the bathhouse to evolve alongside society," he explained. "In the modern world, hygiene is no longer a luxury — you can wash or rest anywhere, including at home. The industry has to adapt and find a new sense of purpose."
As part of this evolution, he promotes sauna use as a form of "vascular exercise" through thermal therapy. He views the sauna as a tool to stimulate blood flow in a sedentary world.
"Modern people spend so much time sitting and breathing shallowly that their circulation often fails to reach their capillaries. This leads to issues like cold hands and feet or unexplained goosebumps," Kang said.
To combat this, he coaches his customers on a specific routine to get the most out of their soak. "I suggest a 'set' approach," he explains. "Start with 5 to 15 minutes in the sauna, hit the cold tub for a minute, and then take about 10 minutes to just rest indoors. If you repeat that cycle three times, it’s like giving your blood vessels a full workout."