"Naked in the World's Largest Department Store...Beyond the Black Glass Doors Lies Spa Land"—The Place CNN Fell in Love With

Spotlight on 'Spaland' at Shinsegae Centum City
Introducing Body Scrubs, Ondol, and Korea's Communal Bathhouse Culture

US news outlet CNN has highlighted Busan’s jjimjilbangs, shedding light on Korea’s unique bathhouse culture. CNN described jjimjilbangs not simply as places for bathing or enjoying a sauna, but as spaces where traditional Korean lifestyles merge with modern services.

Shinsegae Department Store Centum City. Provided by Shinsegae Department Store

On August 12 (local time), CNN published an article titled "Getting Naked in the World’s Largest Department Store," introducing "Spa Land" located in Shinsegae Centum City, Haeundae District, Busan.

CNN drew a comparison by noting that while shopping malls in the United States are places to buy pizza or clothes, large shopping malls in Korea offer the experience of a jjimjilbang. The report emphasized that Shinsegae Centum City is the world’s largest department store, remarking that “after passing through black glass doors situated between luxury boutiques, you enter Spa Land.”

CNN explained that jjimjilbangs are different from premium spas that offer private rooms. Instead, customers first undress and enter the gender-segregated bath area, move on to the jjimjilbang zone, and after bathing, can opt to receive a full-body scrub called 'ttaemiri.' The reporter commented that, while the body scrub process may feel unfamiliar at first, the scrub specialists deliver the service with skill and efficiency.

Korean-style jjimjilbang. Photo is not directly related to the article content. Photo by Yonhap News Agency

The origins of the jjimjilbang were also linked to Busan. Quoting bath culture expert Lee Inhye, CNN explained that even during the Joseon Dynasty, there existed a tradition of resting or recovering from illness by warming the body in heated rooms, and that the traditional 'ondol' heated floor in Korean homes became the backdrop for the modern jjimjilbang.

Modern jjimjilbangs have evolved alongside urbanization. According to CNN, the modern jjimjilbang is said to have originated when groups of women in Busan recreated the ondol culture by lying on the heated floors of communal buildings. The trend then spread to cities like Seoul, and in July 1995, the government officially recognized jjimjilbangs, setting out legal standards.

According to CNN, there are now thousands of jjimjilbangs throughout Korea. In addition to baths and saunas, some offer beauty services, restaurants, cafes, nail salons, and sleeping areas. Certain facilities feature jjimjilbangs utilizing salt, yellow earth, and charcoal rooms.

CNN also focused on the communal aspect of jjimjilbang culture. “At first, bathing together with other people may feel uncomfortable, but you will see women of different generations visiting together, sharing conversations, braiding each other's hair, or lending support to one another,” the article explained. CNN assessed that these spaces can foster a positive perception of one’s body.

The article also introduced Spa Land as a relatively accessible destination for foreign tourists to experience a Korean jjimjilbang for the first time. Citing facility management, CNN reported that, on weekdays, local Koreans and foreigners each account for about half of all visitors. The spa features 22 baths with varying temperatures, as well as jjimjilbang rooms incorporating materials such as yellow earth and charcoal, and outdoor foot baths.

CNN concluded that the "Korean Wave"—the global spread of Korean food, film, music, and cosmetics—is also influencing tourism trends. As the number of foreign tourists visiting not just Seoul but also Busan increases, jjimjilbangs are becoming one of the key venues for experiencing Korean culture firsthand. Spa Land’s entrance fee is 20,000 won, which CNN introduced as approximately 14 dollars.

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