Five things to know about sauna – Finland’s steamiest export

From podcast studios in the US to pop stages in Europe, sauna is enjoying a curious moment in the spotlight. In the midst of a sauna boom stateside, American podcaster Joe Rogan regularly praises its health benefits to his millions of listeners. Closer to home,  KAJ, a Swedish-speaking Finnish comedy-pop trio from Vörå, is set to represent Sweden at Eurovision 2025 with Bara Bada Bastu, a cheeky love letter to all things sauna.

But in Finland, this is no novelty. With more than three million saunas for a population of 5.5 million – more than the number of cars on the road – letting off some steam here is simply part of daily life. Indeed, the Finnish sauna tradition is recognised by UNESCO as part of the country’s intangible cultural heritage.

Whether you're warming up by a lake, relaxing with friends, or simply seeking a moment of peace, the sauna is where body and mind are gently reset. Centuries ago, it was even the place where children were born – a testament to its warmth, hygiene and enduring place at the heart of Finnish life.

Here are five things to know about sauna from Finland:

1. FINLAND IS HOME TO EVERY KIND OF SAUNA YOU CAN IMAGINE

From nostalgic neighbourhood nooks to sleek architectural gems on the coast, Finland offers a sauna for every mood and moment. You’ll find them in cottages and hotels, even on ferries and Ferris wheels. Some are rustic and remote, others are award-winning public design landmarks, like Löyly, recognised by TIME magazine as one of the world’s greatest places. There’s even a sauna in the Finnish Parliament – not to mention the one that used to be inside a Helsinki Burger King (just ask Richard Ayoade and Paul Rudd).

It’s not just variety that sets Finnish sauna culture apart, but the way these spaces are woven into everyday life. Saunas host everything from deep personal reflection to post-meeting decompression, with traditions that adapt to both solitude and socialising.

After a Finnish sauna, you are going to feel refreshed, both physically and mentally,” says Visit Finland. “Your muscles are relaxed, your skin feels cleansed, and there’s a light, almost weightless sensation in your body. Enjoy the bliss – and repeat!”

→ Looking for inspiration? Explore Finland’s most iconic sauna spots.

2. WORLD SAUNA DAY CONNECTS PEOPLE ACROSS BORDERS

A growing number of people outside Finland are embracing the sauna as a space for reflection, wellness and connection. World Sauna Day was created to celebrate exactly that – a shared warmth that transcends borders.

The initiative may have started in Finland, but it now includes traditions from Japan to Estonia. It promotes sustainability, accessibility, and above all, community.

“Embrace the warmth, connect with fellow sauna lovers, and help spread the appreciation for this age-old practice,” the organisers underline. “Let’s unite in celebrating the beauty of sauna culture and the sense of well-being it fosters.”

What began as a local custom has quietly become a global phenomenon – steam rising everywhere, in different forms, for the same reason.

→ World Sauna Day is celebrated annually – find out how to take part.

3. FINLAND IS LITERALLY BRINGING SAUNA TO THE WORLD

Finnish sauna know-how has made its way to every corner of the globe. One of the key players behind this expansion is Harvia, a company founded in 1950 in Muurame. Today, it supplies heaters, full sauna cabins, and accessories to more than 90 countries.

Recent growth – including the acquisition of hot tub manufacturer Kirami Oy and a growing presence in the US market – has helped spread Finnish wellness values without losing sight of tradition.

Harvia is also at the heart of a sauna boom in Japan. After partnering with Bergman Ltd in 2021, the brand quickly expanded its local footprint, opening dozens of showrooms across major cities including Tokyo, Osaka and Sapporo. In 2023, Harvia and Bergman announced a joint venture to deepen this collaboration and accelerate growth.

“We have been able to expand our presence in the Japanese sauna and spa market and sales have developed very favourably,” said Tapio Pajuharju, CEO, Harvia Plc. “The joint venture will further boost our activity in Japan and our aim is to become the number one sauna brand in Japan in the long run.”

→ Read more about Harvia and the sauna industry.

4. FINNISH SAUNA ACCESSORIES BLEND FUNCTIONALITY WITH NORDIC DESIGN

The sauna experience isn’t just about heat – it’s about materials, atmosphere and ritual. In Finland, accessories are created with as much care as the saunas themselves.

Brands such as Rento, Narvi, and IKI craft enduring tools like ladles, buckets, thermometers and hygrometers – often using heat-resistant wood, bamboo and brushed metal. These details matter: not just for practicality, but for how they shape the atmosphere of the room.

For textiles, Lapuan Kankurit leads the way. This family-run weaving mill, based in the town of Lapua, produces sauna towels and seat covers using 100% European Masters of Linen-certified long staple linen.

“Linen is absorbent, lightweight and dries fast. It’s easy to see why we consider it the superior company to sauna,” the company states.

Even post-sauna care has its place: natural oils, creams and scrubs help extend the feeling of calm long after the final löyly has faded.

→ Discover more natural products from Finland.

5. FOR MANY NEWCOMERS, SAUNA BECOMES PART OF LIFE

For those who move to Finland, the sauna often becomes a doorway to something deeper – a way of understanding the local rhythm and the people who live by it.

Minwoo Lee, from South Korea , found that sauna played a key role in forming friendships at work and beyond. “I’ve made many friends in Finland,” he shared, “and I really enjoy spending time with them in a sauna, having food together or debating about salmiakki.” That quiet warmth leads to something lasting: “Once we have got to know each other well… I’ve found that we start to show our true nature inside.”

Bob Ruiken, from the Netherlands , was initially hesitant, but a sauna-loving girlfriend persuaded him to embrace the steam. “I tried the sauna for the first time when visiting my girlfriend here; she pretty much forced me,” he recalled. It soon became part of his weekly routine – and something he genuinely looks forward to.

Suphi Cankurt, from Türkiye , ranks sauna above all other winter activities. “Sauna is the number one event,” he said, describing how he and his friends gather regularly during the colder months.

And for Haianh Nguyen, from Vietnam , it was all part of becoming “almost too Finnish,” in the words of one friend. Alongside mushroom picking and ice swimming, sauna visits have become a central part of life here.

→ Read more insights from people moving to Finland.

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