Returning to his hometown of Busan in 2019, Lee Yung-hun, once a marketing expert in the US video game industry, took an unexpected turn by inheriting Bongraetang, his family’s nearly 40-year-old public bathhouse. At a time when traditional Korean bathhouses are fading, Lee’s mission is not just to preserve this legacy but to breathe new life into the industry. Recognizing that most bathhouse owners are aging and face challenges maintaining outdated facilities, Lee saw potential where others saw decline. He believes these spaces can be revitalized through thoughtful innovation and urban regeneration.
Lee discovered that public sentiment towards bathhouses remained strong when an online post he made received overwhelming responses filled with nostalgia and a desire for these spaces to survive. Realizing the problem was not the culture but outdated business models, Lee brought his marketing expertise to the forefront. He modernized Bongraetang with an emphasis on cleanliness and ambiance, transforming it into a calming, cafe-like retreat. He introduced music in the bathing areas, decorated with flowers, and showcased historical photos, creating a comforting and welcoming space. While some innovations, like playing music in the men’s baths, faced challenges, the positive feedback from patrons affirmed his direction.
Lee didn’t stop there—he introduced customer loyalty programs with punch cards and a points system and created a digital community through Naver’s Band app to stay connected with customers. These seemingly simple strategies were seen as fresh and innovative within the traditional bathhouse setting.
His ultimate vision is for Bongraetang to become a sanctuary of relaxation and connection, especially for younger generations seeking affordable, routine self-care. Lee believes bathhouses offer something rare in modern life—a peaceful space for unwinding and community bonding. He hopes that by offering a warm, healing environment, customers will rediscover the joy and comfort of a long soak in familiar surroundings. His goal is to create a space where people can escape daily stresses and find consistent relaxation within their own neighborhood.
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