World Sauna Forum 2024 was a business-to-business event held on 6-7 June in Jyväskylä, in the heart of Finnish Lakeland. The event gathered sauna, spa, and wellness industry experts from all over the world, offering a unique learning opportunity for all participants. The World Sauna Forum was originally created to spread the message of the authentic Finnish sauna experience, to make people find sweet relaxation and health benefits. In 2024, the World Sauna Forum took place for the sixth time, and the event was expanded to a two-day event to meet growing international demand for more sauna networking activities. This event aimed to help international sauna businesses to thrive and show the multiplicity of sauna innovations to the world.

Sauna culture is thriving in Japan. Several sauna enthusiasts from Japan participated in the event and Mr. Sho Yoshinaga from Metos Inc. was on the stage as one of the panelists at the main seminar of the World Sauna Forum. He is an enthusiastic advocate for invigorating Japanese bathing culture, always promoting new ways to enjoy sauna experiences. In order to promote the word and action of “löyly” into the Japanese spa industry, he has introduced to Japan previously unknown sauna heaters, such as IKI KIUAS-sauna and Sauna-isness (gas heaters which are löyly-durable). Sauna from Finland, the organizer of the World Sauna Forum, is an international business network of over 200 member companies including several Japanese businesses. In order to meet the growing demand for authentic Finnish saunas in Japan, the organization is actively working to expand its network within Japanese sauna, spa, and wellness industry by offering its website in Japanese and publishing event information via Japanese newsletters. 

Source: Sauna from Finland