“Sauna and Wellness Investments Are Growing Rapidly in Asia”

“Sauna and Wellness Investments Are Growing Rapidly in Asia”

Based on Finland’s three million saunas, the International Sauna Association (ISA) aims to introduce traditional sauna culture to the world while shaping the dynamics of the global market. ISA President Risto Elomaa shared striking insights on energy efficiency, sustainable materials, digitalization, and the potential of the Turkish market. Elomaa also clarified sectoral misconceptions, stating, “Infrared cabins are not saunas.”

ISA President Risto Elomaa emphasized the growing importance of energy efficiency, sustainable materials, and digitalization in the global sauna market. Highlighting sectoral confusion, he stressed, “Infrared cabins are not saunas,” drawing a clear distinction between traditional saunas and modern alternatives.

ISA brings together sauna cultures, manufacturers, and professionals from different countries, providing standards, training, and technical guidance. Elomaa pointed out the sauna trend in the United States: “Most saunas there are unfortunately inadequate; with proper training, the current level can be improved.” Meanwhile, countries in Asia such as Japan, China, South Korea, and Singapore are showing rapid growth in the sector through large-scale wellness and spa investments. Elomaa noted, “These investments will definitely attract more companies to the region,” highlighting regional opportunities.

Finland’s traditional sauna culture is an integral part of daily life, with over three million saunas across the country. Elomaa stated that wood-fired and smoke saunas remain the best options, and ISA supports preserving their cultural value by publishing books, technical guides, and organizing visits to the ‘Smoke Sauna Village.’ Additionally, ISA works to harmonize CEN and UL standards while supporting global initiatives on energy efficiency, carbon footprint reduction, and safety, aiming to raise sector quality.

The year 2025 was marked by strong growth in the sauna sector and changes in company ownership. Looking ahead to 2026, Elomaa expects growth to continue in both sauna production and sauna tourism. He also emphasized that sustainability and digitalization are transforming user experiences: “It is our mission to promote sauna culture worldwide.” International collaborations and knowledge sharing remain among ISA’s top priorities, accelerating the spread of innovations throughout the sector.