OSLO, Jan. 19 (Xinhua) – Sauna, once regarded as a traditional health ritual for middle-aged and elderly people, is gaining unprecedented popularity among young Europeans. Blending Nordic heritage with modern lifestyle demands, this age-old practice has evolved into a new social trend, offering a low-cost, alcohol-free space for relaxation, connection and even creativity, reshaping the perception of sauna in contemporary culture.
The revival of sauna culture among young generations is rooted in a shift in lifestyle values. Tired of noisy bars and superficial social interactions, young people aged 20 to 35 are seeking peaceful yet engaging spaces to unwind and build genuine connections. "Sauna is no longer just about cleansing the body; it’s a necessity for socializing and coping with long, cold winters in Northern Europe," said Anna Larsen, a sauna operator in Oslo, Norway, via her social media account.
Nordic countries, the birthplace of sauna culture, have taken the lead in innovating sauna experiences to cater to young people. In Finland, which inscribed sauna on the UNESCO Intangible Cultural Heritage List in 2020, young enthusiasts have developed creative forms like "tent saunas," "ferris wheel saunas" and even "sauna boats" that sail on lakes. "We want to prove that saunas don’t belong only to grandfathers’ wooden houses—they can be cool and versatile," noted Jussi Manninen, a sauna lover in Helsinki.
Farris Bad, a large-scale sauna complex 1.5 hours’ drive from downtown Oslo, has become a landmark for young sauna-goers. Its suspended saunas over the water offer a unique sensory experience: after sweating in the heat, visitors can step directly into the cool sea, creating a drastic temperature change that is both physically stimulating and mentally refreshing. "This transition from extreme heat to cold is like a spiritual baptism," explained Lars Eriksson, development manager of Farris Bad.
The trend has spread beyond Northern Europe to other parts of the continent. In the UK, the number of public saunas has surged from 45 in 2023 to 147 in 2025, driven by young urbanites. They have integrated saunas with music parties, art exhibitions and other activities, branding it as a "healthy fashion." "Young people are tired of bar chaos; they need spaces that bring relaxation and peace," said Clark, operator of a non-profit sauna in the UK.
Saunas have also become a hub for creativity. Peckham Social Sauna in South London has become a gathering place for young creators, where strangers open up and share ideas more easily. In Berlin, Germany, a startup called "BaoDian Lab" regularly holds "sauna brainstorming sessions." "High temperatures make people drop their guards, allowing creativity to flow freely," said Lucas Berg, founder of the company. Even the traditional German sauna practice "Aufguss"—waving towels to distribute steam—has evolved into small theatrical performances with music and lighting.
However, the popularity of sauna as a social trend has brought concerns about cultural simplification. With the rise of social media, some pop-up saunas attract customers mainly for photo-taking, reducing the practice to a "Internet-famous check-in." Finnish heritage protectors have warned that young people should be taught the philosophy of "slow sauna" rather than just check-in skills, to preserve the spiritual essence of this traditional culture.
Industry insiders predict that the "young sauna wave" will continue to spread in Europe, driving innovation in sauna design, services and business models. As young people inject new vitality into this age-old tradition, sauna is poised to become a more inclusive and diverse social phenomenon across the continent.