Issue No. 17 | Why Analog Wellness Is Trending
Sauna & Ice Bath lands in Korea
📵 The Unplugged Era
🙆🏻♀️🙆🏻♂️ Why Analog Wellness Is Trending
♨️❄️ Heidi Haus: Korea’s First Social Sauna & Ice Bath
📵 The Unplugged Era
In an age overwhelmed by digital content and disinformation, people are seeking refuge in its opposite—unplugged, real connections. The desire to disconnect is no longer a niche movement but a growing mainstream shift.
According to the newly released Future of Wellness Trends 2025 report by the Global Wellness Institute (GWI), a Harris Poll found that 77% of people aged 35 to 54 and 63% of those aged 18 to 34 wish they could return to a time before the internet and smartphones. This longing for a less connected past highlights a broader trend: as AI and high-tech wellness, and futuristic “augmented biology” continue to expand, the counter-movement of digital detox is rising alongside it.
The future of wellness isn’t just about optimization through technology—it’s about balance. The ability to toggle between digital convenience and real-world connection is becoming the new definition of a well-lived life.
🙆🏻♀️🙆🏻♂️ Why Analog Wellness Is Trending
We Are Wired for Human Connection
Humans are inherently tribal beings. For thousands of years, we survived in close-knit communities, where storytelling, physical touch, and direct eye contact were essential for social bonding and cooperation. No matter how advanced technology becomes, it can’t replace the depth of real, face-to-face interactions. Studies show that in-person communication releases oxytocin, the "bonding hormone," which fosters trust, reduces stress, and strengthens relationships in ways digital exchanges simply cannot.
Post-COVID, People Crave Real-World Experiences
The pandemic forced much of our lives—work, socializing, and even wellness—into digital spaces. But after years of Zoom fatigue and virtual everything, there’s a widespread desire to reconnect in person. A 2022 study in The Lancet found that social isolation during COVID-19 contributed to increased anxiety and depression, reinforcing the critical role of in-person interaction in mental well-being.
Sense of Control
In a world where algorithms, AI, and endless digital content dictate what we see and how we interact, people are increasingly feeling a loss of control over their attention and well-being. Analog activities, like reading physical books, handwriting, or engaging in creative, hands-on tasks, offer a tangible way to regain agency. This shift is not just about nostalgia—it’s about reclaiming autonomy over how we spend our time and energy.
♨️❄️ Heidi Haus: Korea’s First Social Sauna & Ice Bath
One of the biggest shifts in social wellness today is the rise of social saunas—spaces designed for communal relaxation, connection, and well-being. From Othership, a popular social bathhouse experience with guided programs in Toronto and New York City, to SALT in Oslo, a massive cultural arena featuring 12 saunas, six stages, and both indoor and outdoor social spaces with food and drinks, this trend is rapidly gaining global momentum.
While Korea has long embraced contrast therapy through traditional jjimjilbangs (Korean bathhouses), these spaces have primarily been frequented by older generations. There hasn’t been a modernized, community-driven sauna experience catering to younger generations.
Until now (Finally).
Enter Heidi Haus, a premium holistic wellness club in the heart of Seoul, overlooking Woomyun Mountain. The club features 12 bath pools, five distinct sauna types, a fitness center, a golf studio, a restaurant & café, a sound healing studio, and therapy rooms. Most notably, it has just launched Heidi Social Sauna & Ice Bath—Korea’s first true social sauna experience, designed to bring people together through guided contrast therapy, wellness rituals, and communal relaxation.
Here’s what you can expect:
A Multigenerational Community – Unlike traditional wellness spaces that cater to a specific age group, Heidi Social Sauna & Ice Bath brings together a diverse community spanning from young professionals in their 20s to seasoned wellness enthusiasts in their 60s. Both members and non-members are welcome, and while members tend to be in a higher age range, all generations are actively engaging in conversations, creating a dynamic and inclusive social environment.
A Thoughtfully Designed Guided Program – Each session is led by an instructor, ensuring both beginners and seasoned sauna-goers get the most out of the experience. The session begins with a kickoff and introduction, followed by two structured rounds of sauna and ice bath immersion. Participants learn breathing techniques for both heat and cold exposure, and in the sauna, they also practice slow movements and breathwork to deepen mindfulness and enhance relaxation.
The Signature Experience: Tea in the Open-Air Bath – The highlight of the experience is the tea ritual in the open-air bath, where participants transition from heat and cold exposure into a moment of true recovery and connection. This is where the community naturally comes together—people of all ages and backgrounds engage in meaningful conversations, sharing reflections, stories, and laughter in a serene, rejuvenating setting.
If you're looking to experience contrast therapy in Korea, you can book your session below:
On one hand, it’s bittersweet; we now live in a time where we have to actively seek out spaces and services just to rebuild the natural connections that once came effortlessly.
On the other hand, this trend is a welcome relief—a return to our roots, embracing what it truly means to be human.
I looking forward to seeing how our generation continues to evolve in wellness, redefining what it truly means to thrive—physically, mentally, and socially.