What will happen to saunas in the future? Predicting the sauna boom of the future. 〜Sauna Master Edition

I have loved saunas since I was 20 years old, which is about 24 years ago, since I am now 44 years old. That was when the word "TOTONOU (revitalize)" did not exist. When I went abroad, I didn't go to every sauna I could find, like I do now, but if I found a sauna, I usually went in.

My main job is producing events, but when I was teaching people in the creative community around me how to enter saunas, they started calling me "master, master.

I was introduced to him by my friend Kenji Kobashi, who said, "There is a famous professional sauna owner in the north . Once we went to a sauna together, I learned so much about saunas that I was amazed that there was someone who could talk about such deep sauna talk. A year later, I visited 11 saunas in five countries, including Finland and Denmark, with my master. It was a stoic trip where I didn't even bother to look at the tourist attractions, but just went to the saunas.

At that time, my master said, "I want a logo T that says 'SAUNNER'..." . He said, "There were no cool sauna wear at the time, and surfers had surf brands and skaters had skate brands, but why didn't sauners have anything to wear? So I contacted a designer I knew and asked him to design a box logo and ordered 30 of them. I wore them in Tokyo, and the business owners and people in the industry around me started asking for them. . It was probably the first time for me to incorporate Sauna culture into fashion, and the mix of street culture in the design was probably fresh.

At that time, it was not yet the era of loudly declaring one's love of sauna. The fashion angle was a great novelty to make sauna lovers more visible, and we found that we had a surprisingly large potential customer base. At that time, we were selling directly to the public as if we were making hand-made lunches, but now we are selling through e-commerce, and our sales have increased more than 10 times compared to the early days.

The master and I are like a mascot (laughs), and we have outside support members for each project. For example, we have a designer, a photographer, and a sauna salesman named Saussman (laughs). To give a rough explanation of what we do, our job is to propose a unique sauna experience in response to a client's offer. I guess it is similar to consulting.

The master is a resident of Sapporo , and has always been a kind of guide to Hokkaido. He has strong connections with business owners and entertainers, and has relationships with people in the hotel industry, so he accepts consultation from hotels regarding saunas. I also work with people who want to build saunas, such as villas and dynamic super public bathhouses. I am good at connecting saunas with other cultures.MED.or a style that goes in alone," he said.Solo sauna tune. and so on, I like to throw new approaches to saunas into the world that have never existed before.

We have done "Running x Sauna" with New Balance, "Golf x Sauna" with a sauna on a golf course, and "Architect x Sauna" with Kengo Kuma's office, a glamping facility on Naoshima. Recently, we have been working with Kengo Kuma's office to create a glamping facility on the island of Naoshima, called "Sauna x Architect".SANA MANEA sauna was built in "The Sauna".