The global popularity of the Netflix animation 'K-Pop Demon Hunters' has also brought attention to traditional bathing culture.
On the 27th, the South China Morning Post (SCMP) focused on the uniqueness of the scrub (dead skin removal) culture through an experience of a Korean jjimjilbang.
A travel journalist introduced a high-end jjimjilbang available for 17,000 won where visitors can experience a sauna, steam room, salt room, cold and hot baths, and a restaurant. They noted that the shared space, where families, couples, and friends can enjoy together, is a major advantage, highlighting the convenience of the locker key-based digital payment system, along with various amenities like yoga rooms and game rooms.
Interest in the Korean-style scrub culture was particularly evident. The journalist noted, "The full-body scrubbing by the ajummas is the main reason people come here," adding, "The service of scrubbing every nook and cranny with a scrubbing glove receives both fear and love at the same time." They described the meticulous process from exfoliation to rinsing as "a unique experience that feels like being reborn," evaluating it as a differentiated service that combines elements of Istanbul bath and Shanghai-style scrubs.
Actual tourism demand is also surging. According to the inbound tourism platform Creatrip, the transaction amount related to public baths for foreign tourists increased by 84% from the previous year during the period from June 20 to July 19. Private scrub shops equipped with natural bath additives and dedicated shower rooms are emerging as new attractions, creating a direct economic ripple effect in the tourism industry known as the 'K-Demon Hunter' effect.