"Not Even Daiso, but Prices from 1,000 to 7,000 Won" Crowds Flock... This Place Becomes Millennial & Gen Z Shopping Hotspot

Namdaemun Market’s “Sauna Items” Rise to Fame on Social Media
Popularity Expands Beyond Millennials & Gen Z to International Visitors

Recently, so-called "sauna items" such as exfoliating towels, scrub soaps, and bath bags—which were once considered “grandma shopping items”—have been gaining popularity among young people.

On social media, content introducing personal product recommendations and sharing bath routines is being uploaded continuously. It has become easy to find related posts, such as "Namdaemun sauna goods sanctuary" and "Namdaemun bath product recommendations."

Namdaemun Market is emerging as a popular shopping destination for bath products through social media. Instagram capture

Wellness Trend and the Fun of Choosing Your Own... Millennials & Gen Z Head to Namdaemun Market

Namdaemun Market, which has emerged as the "sauna essentials sanctuary" on social media, sells a diverse range of products, including exfoliating towels, sauna mats, rayon exfoliating towels, functional gloves, bath bags, and sauna caps. Exfoliating towels are classified by material, coarseness, and size, and prices vary widely from the 1,000-won range to the 7,000-won range.

This trend has also been shaped by the growing "wellness" movement, which emphasizes caring for both body and mind. As a culture of self-care and relaxation has spread amidst busy daily lives, more young people are enjoying sauna and bathing not just as washing routines but as a form of relaxation.

Low prices are not the only reason the Millennials & Gen Z are coming to Namdaemun Market. The ability to compare and physically examine a wide range of products is another appeal. Visitors enjoy the experience of encountering products that are hard to find online or at big box retailers and discovering unexpected items along the way.

"K-Sauna Items" Popular Among Foreigners... Rapid Spread of Korean-Style Exfoliating Content on Social Media

Interest in Korean bath products is also growing among foreign tourists visiting Korea. The "Italy towel," as exfoliating towels are known, along with items such as gua sha and scalp massagers, are particularly popular. As jjimjilbang culture, featured in Korean dramas and variety shows, has become better known internationally, more tourists are seeking related experiences or shopping for these products themselves.

Content introducing Korean-style exfoliating scrubs and seshin culture is spreading on foreign social media as well. TikTok capture

Korean-style exfoliating content is also rapidly spreading on overseas social media platforms. According to the Korea Tourism Development Institute, view counts for videos with the hashtags "KoreanScrub" and "Seshin" on TikTok and Instagram have increased by more than 300% over the past two years.

Exfoliating towels and scrub soaps, once everyday items in Korean bathhouses, are being rediscovered as trendy "sauna items" by young people and as unique shopping souvenirs by international visitors to Korea.

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