Report: The Sauna Market in Japan: Business opportunities for EU SMEs

About the Report 

Introduced in the country in the 1960s as a Finnish-style bathing tradition, since the mid 2010s sauna has evolved into a uniquely Japanese element of domestic lifestyle, with its own specialists, followers, consultants, gadgets, and even ad hoc vocabulary.

According to specialised market research firms, valued at USD 40.6 million in 2024, Japan’s sauna market is expected to reach USD 66.2 million by 2030, with a compound annual growth rate of 8.6% between 2025 and 2030.

The present report analyses the various interconnected elements - a new subculture rooted in tradition, post-Covid19 spreading health consciousness and need for human connections, but also the much praised ‘totonou’ effect, an almost spiritual feeling of realignment of body and mind - that are driving the sauna boom in Japan, and the relevance it has for EU sauna-related products and services providers, eager to explore sale opportunities on the Japanese market.

About the Expert

Renata Piazza, freelance consultant and project manager.

BA in Japanese Culture (Ca’ Foscari, Venice) and MSc in Politics of Asia (SOAS, London). Professional experience across public and private sectors, including aviation, banking, tourism, NGOs, and government institutions in Japan, the UK, Spain, and Italy.
Since 2013, involved in cross-border network building and knowledge exchange with small businesses, organisations, and local administrations, focusing on environmental sustainability, social innovation, and post-growth economic models. Experience as founder, co-founder, and coordinator of various initiatives in Europe and Japan, managing cultural, business, and institutional events—ranging from exhibitions and seminars to meetings at ministerial and embassy level.
Work includes the design and implementation of programs related to organic farming, local gastronomy, vernacular architecture, and other sustainability-oriented practices, delivered through fieldwork, workshops, and study visits. Coordination of tailored experiences for niche groups, and participation in transnational projects as facilitator and advisor. Recent focus on independent research supporting SMEs in understanding foreign markets and accessing culture-based, sector-specific knowledge.

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