Cover photo credits: visit Finland/Harri Tarvanen

Sauna culture in Finland has been chosen as UNESCO’s Intangible Cultural Heritage of Humanity in 2020. From an idyllic lake-side sauna to a private apartment one, it is estimated that there are 3,2 million saunas in Finland – more than the number of private cars. Considering that Finland has a population of 5,5 million, the number of saunas already shows how much Finns love the sauna. It used to be a sacred place to give birth to a baby, but today it is a place for relaxation with family and friends. Overall, the sauna is deeply rooted in the Finnish tradition. 

The tradition has spread from Finland also to Japan, where it has seen a big boom in recent years. The boom has even created new words in Japanese: “Sauners” are sauna enthusiasts who seek the feeling of “totonou”, holistic relaxation, and cleansing of body and mind in the sauna experiences. 
Sauna is also a serious business in Finland. Sauna from Finland, the Finnish sauna expertise association and company network, has a mission to create the best sauna experiences in the world. They offer the Authentic Finnish Sauna Experience Quality Handbook, illustrating 8 core values to create the best experience: authenticity, multisensoriality, presence & relaxation, well-being & health, contrast, cleanliness, safety and responsibility. 

World Sauna Forum 2024 takes place on 6-7 June in Jyväskylä, Finland. The event gathers sauna enthusiasts from around the world, from sauna and wellbeing professionals to service providers and manufacturers of accessories and equipment. The event combines keynote speeches, business meetings, and an immersive sauna experience. Enterprise Europe Network organizes on-site business matchmaking during the event. Japanese companies are encouraged to attend!

Source: Business Turku