Whenever I think of public baths, the imagery from "Spirited Away" immediately springs to mind, produced by Studio Ghibli anime. It features a young girl named Chihiro, who works in a mystical public bathhouse to rescue her parents' souls. I couldn't find the specific bathhouse scene where she cleans, but I've included the trailer below for reference.
In fact, this was intended to be included in my previous article by Enya Honami: "Illustrating Public Bath Culture." However, due to space constraints, it was necessary to cover this in a separate article. In today's discussion, we'll explore the rich history of public baths in Japan and their economic evolution during time.
Communal bathing has been a vital part of Japanese culture for over 400 years, can say is older than America as a country. Bathing has been a tradition dating back to its first mention in The Kojiki Records of Ancient Matters in the 8th century. This tradition is recognized both locally and internationally as a quintessential aspect of Japanese society.
The concept of public baths emerged in 1591, introduced by Ise Yoichi along Zenigamebashi in Otemachi, Chiyoda-ku. Initially, these baths primarily used steam. Over the years, especially in the 60-year post-war period, public baths have seen significant transformations. While often perceived as a static emblem of traditional Japan, bathing culture has evolved under various religious, social, cultural, and economic influences.
Important historical developments, including the introduction of Buddhism, the growth of cities, and the end of Japan's sakoku (closed-country) policy, have significantly influenced the evolution of bathing practices.
Following the war's end, numerous public baths emerged primarily in urban areas, serving as communal sanitation facilities for the citizens. During this era, it was quite common for urban households to lack private bathing facilities, leading to the flourishing of public baths for nearly three decades up until the 1970s. However, with the onset of high economic growth and an increase in disposable income, the trend shifted towards private baths, resulting in a gradual decline in the popularity of public baths.
Just as televisions, refrigerators, air conditioners, and private cars became symbols of aspiration, so did homes equipped with private baths. The rise in income levels inevitably led to a preference for living in homes with private bathing facilities.
The introduction of private baths at home created a new kind of luxury for people. Before, having a bath in your house was a big deal, but then people started to see going out to bathe as a special treat.
Kenko Land, which combines baths, saunas, and short stays like in a hotel, started this trend of paying for a fancy bath experience. The very first Kenko Land, called Chubu Kenko Center, opened in 1984 in Shippo Town, Aichi Prefecture. But actually, the Funabashi Health Center, which opened in 1955, is thought to be the first of its kind. It wasn't just a bath place; it was part of a big fun area with a bowling alley, ice skating, a pool, and an amusement park. At Kenko Land, for about 2,000 JPY, you can feel like you're on a mini vacation to a hot spring. This idea really caught on with people who wanted something fancy and close by. Later on, Kenko Land added things like theaters and swimming pools, becoming a big place for fun and attracting more investment.
Kenko land in Nara: including swimming pool, hot spring and theater:
However, in the 1990s, Japan's economy struggled, affecting businesses like Kenko Land, which saw a big drop in profits due to less consumer spending. During this time, "super public baths" emerged as a popular, affordable alternative. They focused on low-cost bathing experiences without the extra features of places like Kenko Land. This approach appealed to families and was a way for businesses affected by the economic downturn to use their unused land. As a result, super public baths became very popular, especially in cities, but by the mid-2000s, the market became highly competitive.
One of my favorite for this kind is SpaWorld in Osaka. Each month, they alternate themes between the women's and men's sections, featuring European and Asian styles. The facility boasts a diverse array of 12 distinct bathing and sauna experiences
Sauna
As the market evolved, new competitive facilities, called "mini-health lands," started to emerge. These aimed to outdo existing super public baths by adding more value and expanding their facilities. The financial crisis starting with the 2007 subprime mortgage crisis and the subsequent Lehman Shock fueled this trend. Smaller public baths, influenced by larger, later competitors, began to struggle under the weight of their investments.
During this period, the concept of hot springs also transformed significantly. In the 1990s, when super public baths were just starting, the competition was mild and the cost of developing hot springs was high, so few were doing it. But as the 2000s progressed, the market got tougher, technology for developing hot springs improved and costs went down. This led to many new facilities developing their own hot springs. By the mid-2000s, most new super public baths were also day-trip hot spring facilities, adopting a more traditional Japanese style.
This shift brought hot springs into everyday life, making them seem less unique and more a standard feature of super public baths. The initial competitive edge of hot springs diminished as they became more common. Eventually, having a hot spring became an essential aspect for a super public bath's success, with the perception that without hot springs, a super public bath lacked value.
Innovative Collaboration with the Milk Industry: Post-war Japan saw an intriguing collaboration between public bathhouses and the milk industry. With refrigerators being a rarity in homes, bathhouses began offering cold drinks to their patrons, fostering a unique partnership. This practice emerged not just as a refreshment option but also as a necessity for rehydration, especially important after losing fluids through sweating in baths. Nowadays, this tradition has evolved, with sports drinks replacing milk as a popular choice for replenishing water and ions.
Japan's Unique Geothermal Landscape: The development of Japan's hot spring culture is deeply rooted in its natural environment. Being a volcanic country with over 100 active volcanoes, Japan boasts the world's highest number of natural hot springs. This geothermal richness, combined with abundant water resources due to the climate, has significantly influenced the proliferation of public baths. Despite a decline in public bath numbers due to most households having private bathrooms, the tradition of enjoying spacious communal baths remains deeply ingrained in Japanese culture.
The Extravagance of Japanese Onsens: Japan's luxury hot spring resorts are a testament to its opulent hospitality. For instance, Myoken Onsen's "Tenku no Mori" in Kagoshima Prefecture offers an exclusive experience, with villas scattered across a mountain, priced between 300,000 to 500,000 yen which costs (3000-4000USD) per night for two people. For an ultra-luxe experience, renting the entire mountain can cost up to 5 million yen. Similarly, the Windsor Suite at Toyako Windsor offers a lavish stay for 800,000 yen per room (for two people, including breakfast). These examples highlight the existence of many high-end resorts in Japan and abroad, offering a blend of luxury and traditional onsen experiences.
Reference used for this article:
Self-Reflection in the Tub: Japanese Bathing Culture, Identity, and Cultural Nationalism
