Reports have emerged that the demand for bathing services such as bathhouses and spas is surging among teens and individuals in their 20s in China. It is not for bathing but for staying. As facilities that allow for accommodation along with meals and entertainment for just 100 yuan (about 19,000 won) per person have increased, China's bathhouses have established themselves as complex leisure spaces rather than mere cleansing areas.
According to China Business News on the 20th, the industry, including bathhouses, spas, foot baths, and massages, has been booming in China in recent years. The prominent online platform app Meituan has reported that online transactions for related services have increased by more than 30% annually over the past three years.
Consumption has been led by those in their teens and 20s. According to Meituan, based on the first half of this year, the transaction volume for teenage customers has increased by 243% compared to the previous year, while the transaction volume for university students has grown by 162% compared to the previous year. In the past, men in their 40s were the main customers, but a generational shift in the customer base has been analyzed as establishments have competitively expanded services for relaxation, entertainment, and accommodation, prioritizing 'cost performance.'
China's bathhouses are gradually diversifying their functions. Beyond their original purpose, they are equipped with spacious and varied relaxation areas, as well as buffet dining, video games, private audiovisual spaces, family gathering areas, and party rooms.
According to the Shanghai Observer, the combination of bathing and buffet has already become the new industry standard. Some companies have started 24-hour meal services, and a brand in Shenyang is called 'the Haidilao of the hot spring world (海底捞·the largest hotpot brand in China)' online for its outstanding buffet quality. Reports indicate that facilities are also emerging that offer unique entertainment services such as cat petting, swimming, and diving lessons.
As younger people frequently visit bathhouses to socialize and relax, the average stay time of bathhouse customers has significantly increased from 6–7 hours to about half a day. Zhongyan Puhua Industrial Research Institute has defined this business model as 'Bathing +' in its report, noting that some brands have become 'micro-resort complexes' with more than 3,000 daily visitors. Meituan has stated that in tourist cities like Changsha, Xi'an, and Chongqing, individuals in their 20s and 30s account for more than half of the users.
A representative from a hot spring brand told China Business News, 'In the past, there were many individual customers, but nowadays, group customers are increasing. There are various gatherings, including family and friends, as well as corporate meetings,' adding, 'The number of groups coming in exceeds 10 to several dozens.'
As a result, the Chinese bathhouse market is expected to enter a golden age. According to Zhongyan Puhua Industrial Research Institute, the market size is projected to exceed 70 billion yuan (about 13.33 trillion won) this year, with an annual growth rate of 10–12%, reaching 200 billion yuan (about 38.10 trillion won) by 2030. In fact, the number of related businesses has steadily increased over the past few years. China Business News reported that the number of related businesses has risen from around 690,000 in 2020 to over 1,050,000 in the first half of this year.
However, not all companies are successful. China Business News cited an expert interview assessing the recent market environment, stating, 'In a situation where services among companies are becoming increasingly similar, they are engaged in price competition while bearing rising labor costs and excessive operating expenses.' It further noted, 'To achieve sustainable growth, services must innovate and cost structures optimized,' asserting that the bathing, spa, and massage industries will inevitably culminate in differentiated experience competition.