Bongraetang owner Lee Yung-hun, right, and his father pose at their bathhouse in Yeongdo District, Busan. Courtesy of Lee Yung-hun

Once a marketing expert in the U.S. video game industry, Lee Yung-hun took an unexpected turn in his career when he returned to his hometown of Busan in 2019 to take over Bongraetang, a nearly 40-year-old public bathhouse passed down by his father.

At a time when traditional bathhouses are disappearing rapidly, Lee isn't just keeping the doors open — he is on a mission to revive the industry, representing a new generation of entrepreneurs stepping in to breathe fresh life into Korea's declining public bathhouses.

Challenges of aging industry

According to Lee, most of the local bathhouse owners are typically older people who confront numerous challenges amid society's rapid evolution. Many own their buildings outright, but the high costs of maintaining the specialized plumbing and facilities make it difficult to renovate, expand or even close the business.

"In Korea, it's rare for these businesses to be passed down through generations. So, with their children uninterested in taking over and the high cost of demolition making it difficult to close down, many of the older owners are simply maintaining their businesses as they are, barely making ends meet, if it remains financially viable," he said during a recent interview with The Korea Times.

These traditional small neighborhood bathhouses are rapidly losing ground to large-scale "jjimjilbang" (Korean spas) equipped with entertainment facilities, but Lee still believes the industry has an opportunity to rebound.

"These days, most people around me, especially those not in this business, think that bathhouses are a sunset industry. But I, for one, believe there's potential here and that there are a few young people who think like me. They are the ones who believe that we can revitalize and transform these spaces, like a kind of urban regeneration project," he said.

A ticket booth at Bongraetang / Courtesy of Lee Yung-hun

When Lee posted to an online community asking for opinions on public bathhouses and why they seemed to be struggling to evolve, the overwhelming responses surprised him.

"Most people shared fond memories of bathhouses and expressed a common desire: they didn't want them to disappear," he said. "Seeing those replies, I realized that the problem wasn't with the bathhouse culture itself, but rather with the business model failing to adapt. That's when I became convinced of the industry's potential."

Bathing with music

Since taking over Bongraetang, the 51-year-old has modernized the bathhouse with a focus on cleanliness and contemporary style. Lee's background in marketing helped him bring fresh business strategies to an industry that had long remained unchanged.

He aimed to transform the space into a cafe-like place, reminiscent of a relaxing oasis. He enhanced the ambiance by playing music in the bathing areas, decorating the space with flower vases and hanging historical photos of the bathhouse on the walls to create a welcoming, comfortable atmosphere for his customers.

"It was not easy to install speakers in the baths because of the humidity and it's not something people usually do. You can have music in the lounge, but I wanted people to enjoy it while they were bathing. I was a little hesitant at first, because we have a lot of older, longtime patrons and I was worried they might find it too loud. But I decided to give it a try," he said.

"Someone left a comment on our community page saying they felt so pampered and appreciated (the music), which was really touching. We had to stop playing music in the men's bathhouse due to noise complaints, but we still play it in the women's. It just goes to show that what you think will work in theory might not always work out in practice and vice versa."

Public bathhouse Bongraetang / Courtesy of Lee Yung-hun

Yet Lee is brimming with more ideas. He has implemented customer loyalty programs such as coffee shop-style punch cards and a points system and even created a Naver Band group to connect with customers. Although these initiatives are seen as basic marketing strategies, his endeavors have met with positive responses from customers.

"The positive thing is, beyond the good results, people see these seemingly simple marketing efforts as quite innovative for bathhouse businesses," he said.

He envisions his bathhouse as a place to experience a sense of home and daily healing.

"Young people these days often travel to find relaxation, but there aren't many spaces in their daily routines where they can simply unwind," he explained.

"Unlike costly massage parlors, bathhouses are places they can visit regularly for self-care and also where they can connect with others. I think that kind of space is really needed in modern society, but it's hard to find anything like that besides a bathhouse. I hope more people, especially the young, can feel that way at bathhouses."

Lee emphasized that once people experience the simple pleasures of soaking in warm water and the sense of connection it fosters, it can become an irreplaceable part of their routine.

"It's an addictive kind of relaxation. I want people to experience that feeling and have a place where they can always find healing in their own neighborhood."