In Japan, the sauna industry is booming and influencing people’s approaches to health, wellness, and self-care. It has evolved from an activity for older men into a thriving, identity-shaping subculture that attracts people across demographics, including women and young people.
Eetu-Antti Hartikainen is a Finnish PhD researcher studying Japanese saunas and tourism at Hokkaido University in Sapporo, Japan. He has years of experience as an export manager for a Finnish sauna export company. He acquired his master's in Asian studies from the University of Helsinki, where he wrote his thesis on Japanese sauna culture. Aside from saunas, Hartikainen is interested in contributing to the development and management of truly sustainable and responsible tourism initiatives that collaborate meaningfully with local communities. He's also an avid onsen (hot springs) enthusiast.
Deanna Elstrom is the founder and president of Somi Insights, a Tokyo-based market research and strategic insights agency. With more than 15 years of experience living and working in Japan, Deanna is a seasoned brand marketer and consumer researcher with expertise in innovation and positioning workshopping. Deanna holds an Economics degree from Duke University and an MBA from INSEAD.
Kayti Burt is a freelance writer with bylines in TIME, Rolling Stone, the LA Times, Teen Vogue, and Vulture. She specialises in the rise of non-English-language culture in the West and globally.
