"Is It Really Good for Infertility?"... Millennials and Gen Z Flock to Enzyme Steam Baths and Mugwort Therapy

"Keeping the Belly Warm" Gains Popularity Among Women
47.5% of Enzyme Jjimjilbang Payments Made by Millennials & Gen Z
Over 200,000 Infertility Procedures... More Than 20,000 Patients in Their 20s

"When you're buried in the black powder, it really feels like you're a Dubai chocolate. It's so hot it takes your breath away, but the warmth seeps deep into your body, so I can't stop myself from coming back."

On the 19th, three customers were receiving fermentation enzyme steam treatment while buried in fermented enzymes at an enzyme steam sauna in Jamwon-dong, Seocho-gu, Seoul. Photo by Ho Su Park

An enzyme jjimjilbang (steam sauna) in Jamwon-dong, Seocho-gu, Seoul. As soon as you enter, you're greeted by the earthy, rich scent of mugwort and rice bran, and an intense wave of heat. This place uses microbial fermentation heat that exceeds 70 degrees Celsius, and even on weekday evenings, it's packed with reservations. Despite the price of 100,000 won per session, nearly 40 reservations are filled every weekend. One notable point is the age group of the customers. While enzyme steam baths were once considered a health secret for the elderly or middle-aged, the main clientele now is women in their 20s and 30s.

Yoon, age 59, who has been running this place for ten years, shared, "Over the past year or two, we've seen a sharp increase in young people coming in after hearing that warming the body can help with infertility treatments."

According to data from the Shinhan Card Big Data Research Institute released on the 22nd, 47.5% of enzyme jjimjilbang payment transactions in the first quarter of this year came from Millennials & Gen Z customers. This is a 17.4 percentage point increase compared to 30.1% in the first quarter of 2023. The proportion of Millennials & Gen Z customers using mugwort steam bath services also nearly tripled from 13.3% to 40.7% over the same period.

The reason young women are seeking hot enzyme baths and pungent mugwort smoke goes beyond simple fatigue relief: it reflects a growing trend of wanting to maintain a healthy body amid delayed marriage and childbirth. Seo Chanmi, 32, a government employee met that day, said, "After being told in a fertility test at the public health center that my chances of pregnancy were below 40%, my husband and I hugged each other and cried. Since then, we've tried everything that claims to warm the body—mugwort steam baths, enzyme jjimjilbang, vaginal steaming." Park Soyoung, 38, an office worker, also shared, "After nearly two years of preparing for pregnancy, I became anxious and started mugwort steam baths after reading online reviews. If it helps, I don't feel like the money is wasted."

On the afternoon of the 19th, a reporter experienced immersing their body in a fermented enzyme bath heated above 70 degrees at an enzyme jjimjilbang in Jamwon-dong, Seocho-gu, Seoul. When an employee scooped up the hot mugwort and rice bran enzymes with a shovel and covered the reporter up to below the neck, sweat began to pour down from the forehead, calves, and forearms in less than five minutes. Photo by Hosoo Park

Unlike in the past, interest in fertility management and infertility treatments among younger generations is steadily rising. According to the Health Insurance Review and Assessment Service, the total number of infertility procedures performed in Korea in 2023 was 203,101—a 38.9% increase compared to 146,354 cases in 2019. The age demographic for these procedures is also trending younger: the average age of women undergoing infertility treatments dropped from 37.9 years in 2022 to 37.3 years in 2023, and the number of infertility patients in their 20s surpassed 20,000. Notably, participants in Seoul city’s egg freezing financial assistance program increased from 219 in 2022 to 825 in 2023—about 3.7 times more in one year—and eight out of ten participants were in their 20s or 30s.

Recently, a culture of young newlyweds sharing their infertility experiences and health management information online is spreading rapidly. Instagram and YouTube are filled with content like "infertility diaries" and "IVF vlogs," where people share details of their treatment process, ovulation tests, dietary management, hospital reviews, and more, exchanging information and support. YouTuber Kim Seoryeong, 29, said, "Infertility feels like walking through a long tunnel with no end in sight, but instead of hiding it alone, I find comfort by sharing my experience with others."

Experts analyze that Millennials & Gen Z experiencing delayed marriage and childbirth are creating a new wellness culture. Choi Cheol, a professor of consumer economics at Sookmyung Women’s University, pointed out, "Last year, the average age of women at childbirth hit a record high, and SNS review content is driving diverse consumption among young people."

However, medical professionals warn against putting blind faith in folk remedies. Choi Anna, Director of Obstetrics and Gynecology at Gangneung Medical Center, cautioned, "While lifestyle improvements can be helpful, it is important not to overestimate the effects of specific folk remedies. It is necessary to check your condition early and seek treatment by getting a fertility test at a hospital."

This content was produced with the assistance of AI translation services.