People began to enjoy baths in more private and hygienic places. The concept of bathing transitioned from a “shared culture” to a “personal moment.”
Did you know that bathing also has a paradigm shift?
There was a time when public bathhouses were the “community living rooms” of the neighborhood. Families would visit saunas every weekend, and the act of massaging a friend’s back was seen as a symbol of closeness. For people born before the 1990s, it was a cultural norm that can be recalled without hesitation.
The “shared bathing” era has come to an end with the pandemic. After COVID-19, most public bathhouses closed, and even those that barely survived are considering shutting down. It is surprising to learn that over 1,000 bathhouses (saunas, hot tubs, spas) closed between 2020 and 2023.
This led to the rise of the Jacuzzi. People began enjoying more private baths in safer, cleaner spaces. The concept of bathing shifted from “shared culture” to “individual moments.”
Thus, aesthetic elements began to emerge in bathing. A new economy centered on individual preferences, or the “taste economy,” emerged. For example, bath products with a variety of fragrances and champagne to sip while bathing. While people of the past would soak together and chat, in 2024, we read a book while listening to our own music in a tranquil personal Jacuzzi.
So, what exactly is a Jacuzzi?
Many people mistakenly refer to the Jacuzzi as just a “bath tub.” It may sound like a Japanese term at first.
However, Jacuzzi (named after the Italian Jacuzzi family, who immigrated to the U.S. in the early 20th century) is not just a tub. The Jacuzzi brothers founded the Jacuzzi Inc. company and developed agricultural pumps, later expanding into the aviation industry.
The precursor to the Jacuzzi was invented in 1968. Roy Jacuzzi, to treat his young brother suffering from rheumatoid arthritis, invented a customized hydrotherapy pump. He used a household pump to continuously inject heated water into a bathtub, stimulating the muscles with water pressure. This created the first modern whirlpool bathtub. The Jacuzzi is defined as a one-person bath space with maintained warm water and hydrotherapy massage.
Blending into the Background
The Viceroy Los Cabos Hotel in San José del Cabo, Mexico, features a special Jacuzzi. Through large, open windows that feel like walls don’t exist, guests can view the horizon of the Cortez Sea. The Jacuzzi functions like a safe cradle, offering an open yet private experience.
Similar Jacuzzis can be found in Japan as well, such as in the Hilton Fukuoka Sea Hawk’s top-floor rooms. The surreal view feels as if you are floating in mid-air, with panoramic windows providing a stunning view of the Fukuoka coastline.
Have you ever wondered about the tallest Jacuzzi in the world? The Berghaus Diavolezza Hotel, located on the Diavolezza Mountain in Switzerland, has an outdoor Jacuzzi at 3,000 meters above sea level. Here, you can soak with the backdrop of snow-covered mountains, giving you an experience as if you’ve stepped into Yasunari Kawabata’s “Snow Country.”
A Moment of Relaxation in Challenging Times
We live in an era where we often ponder, “How can I relax well?” Merely living in today’s world requires tremendous energy, and stress relentlessly takes a toll on our bodies. It is not only a personal issue; we face political turmoil and economic instability. In such times, the fact that Jacuzzis were once seen as “healing tools” offers a point of reflection.
This is why it is no surprise that South Koreans have taken a liking to Jacuzzis. With consistently low happiness scores and stress levels that are higher than average, it makes sense. According to the “2024 Korean Wellness Report” by KB Management Research Institute, 60% of Koreans have experienced mental health issues in the past year.
The rise of Jacuzzis coincides with the growing popularity of keywords like ‘meditation,’ ‘yoga,’ and ‘running.’ It is part of the “individual wellness culture” that emerged during the pandemic. People are increasingly focused on improving their quality of life, pursuing both physical health and mindfulness.
Imagine a bathtub filled with warm water, the scent of bath salts wafting through the air, and bubbles gently caressing your skin. Studies show that bathing has a greater effect on alleviating depression than regular aerobic exercise. The phrase “depression is soluble” holds a truth within it. Perhaps our desire for a Jacuzzi reflects our deep yearning for a healing moment.