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The after-sauna is interesting!

goooods 編集部
12/13/24Publish
Reaffirming the popularity of saunas! The Finnish "Aftersauna" held an exhibition of concepts.
 
 
On Wednesday, November 27th, with the cooperation of the Finnish Embassy's Business Finland, we held a "Goods and After-Sauna Exhibition" for buyers of accommodations, sauna and spas, beauty salons, food and beverage products, etc.
 
On the day of the event, a tent sauna will also appear at the venue, and there will be 21 brands such as Finnish and sauna-related brands, craft beer and non-alcoholic brands. The business negotiations proceeded with drinks in the tasting corner in one hand, which was more exciting than expected, and I was able to experience the world of after-sauna.
Thank you very much to all the buyers who came to our booth!
 
 
In this article, we will introduce the 12 brands that were exhibited at the exhibition, as well as the new brands that appeared in the tasting corner.
 
After-sauna is "enjoying the time after the sauna" that is now spreading in Finland.
In Finland, Saturday is "sauna day". And Wednesday is "Little Saturday", a "drinking day" to enjoy a small weekend in the middle of the week. Both, many saunas and bars stay open late into the night and host special events such as live performances.
 
According to the person in charge of the Finnish Embassy, in recent years, the restaurant and merchandise sales part of the sauna facility have become larger in Finland, and the business style of designing the space used in the after-sauna is larger than the sauna.
 
 
Even in Japan, saunas are now attracting attention not only as a popularity for some saunas, but also as attractive content. It is also being introduced in accommodation facilities, and the number of users is diversifying.
 
According to a survey of people who have visited the sauna three or more times in total, a major leisure booking site accounted for about 50% of the total number of people who started going to the sauna after the Corona disaster, and it became clear that the sauna market continues to acquire new demographics.
 
The number of women using the sauna is increasing and the male-to-female ratio is approaching about 1:1, and we know that saunas are becoming a place where people go from "going alone" to "going with someone".
 
Keep an eye on the world of sauna in the future. Please use the goods to introduce it to your facility, expand the after-sauna, and make proposals to customers who like saunas!
 
* If you want to sell alcohol, you need an "alcoholic beverage sales license" according to the target of sale.

Featured Finnish Brands

 

OSMIA / Sauna fragrance inspired by Finland's deep natural bounty

 
OSMIA, which had a wonderful scent in the exhibition hall, is the only company in Finland that develops and blends all the necessary fragrances for its products. It is also used in Finnish sauna facilities and continues to be loved by many Finns even now, nearly 30 years after its release.
 
There are 12 types of sauna aromas that have many repeaters even for commercial use。 The classic and popular "Birch/Birch" is OSMIA's signature fragrance. Along with the steam rising from the sauna stove, it is a fresh and refreshing scent that makes you take a trip to the Finnish forest.
 
In addition, candles, fragrance diffusers, bath items, etc. that incorporate the essence of Finnish nature,Products that allow you to easily enjoy the scent of Finlandis available. It is also often introduced as an amenity.

HUKKA DESIGN / Natural stone Karelian soapstone product brand with heat storage properties

 
Many of you may have seen the adorable sauna stones of "HUKKA DESIGN" at select shops of Scandinavian miscellaneous goods.
 
In Finland,Sauna stone placed on top of the sauna stoveKarelian soapstone, which is also very active as a natural stone. It was created in Finland 2.8 billion years ago.Excellent heat storage and heat resistanceTherefore, it has been used for fireplaces.
 
There are popular items that take advantage of the characteristics of Karelian soap stone, such as the cute fairy "Sauna Massage Tontu", which is also used as a stone for interior decoration and self-care, parts care items such as "eye care stone", and "beer glass".

Moi Forest / A sustainable beauty brand with the concept of forest bathing from the skin

 
99.7% of all ingredients in "Moi Forest" products are naturally derived. Plants familiar in Finland make up most of the main ingredients.
 
With beautiful forests, lakes and mountains, Finland has a place where everyone can get in touch with nature, and it is common to go into the wild mountains to pick berries and gather mushrooms. By extracting substances from microorganisms derived from nature in Finland and using them every day, we aim to support the effect on immunity in the same way as being in a rich natural environment.
 
The popular "Forest Dust Hand Cream" isProducts that allow you to connect with the forest through self-care。 It smells like a forest.
Proven to fortify nutritious shea butter, moisturizing birch sap and microbiomesRe-Connecting Nature Microbial Extract™is compounded.
 
Especially in this season, when dryness is a concern, it is perfect as a gift for your loved ones.Lingonberry seed oil, which has the effect of caring for wounds and soresIt is also recommended for those who are suffering from itchy or cracked hands.

Ruin Living / 100% cotton towelware born in Finland

 
Ruin Living is a brand started in 2015 by two Finnish women as a bath and living goods brand that allows you to "experience the luxurious sensation of a spa while staying at home" so that you can spend a comfortable time both during bath time and after bathing.
 
Features include:Thick and fluffy towel fabric that makes you want to snuck in your face。 Made of 100% Oeko-Tex certified cotton, it has excellent water absorption. Since it is made on the premise of drying in a dryer, it will last for a long time even if it is repeatedly washed and dried.
 
The most popular "beautiful hair towel"is a convenient piece after taking a bath. The point is that you can wear it completely, wrap it around your head, and fasten it with a button on the back. There are six colors, and "rose" is popular as a gift.
 
The "poncho towel" with a simple design that can be worn as room wear is popular in "gray". If you wear it after the sauna, you are sure to attract attention.

LAITILAN / Gluten-free full malt beer

 
Born in a town in southwestern Finland, LAITILAN is the fourth largest brewery in Finland. While using solar energy and taking environmental considerations such as zero waste initiatives, we are making drinks that are particular about Finnish ingredients.
 
Craft beer Kukko is the company's full malt and gluten-free beer brand.Gluten-free certification with a gluten content of less than 20pmIt has been received.
 
The landmark is a vivid can and a Kukko (rooster) motif. Stylish cans are also eye-catching on the sales floor. In its home country, it seems that the mainstream 500ml can is so popular that it is also available in supermarkets.
 
Typical product "Pils"Starting with the"IPA" preferred by craft beer fansWe are developing 5 types with different personalities.

Sauna brand from Japan

Iam Sauna / Japan's first full-scale outdoor sauna

 
"Iam Sauna", which set up a tent sauna and enlivened the atmosphere of the exhibition hall, is a brand that proposes a full-fledged outdoor sauna from Japan with a sauna tent, a domestic wood stove, and sauna goods that are full of commitment.
 
The inside of the sauna is surprisingly large and a little exciting when you enter. There were many buyers who were interested, and many people were inside.
 
We are developing various items related to saunas, but among themSauna goods such as "sauna mats" and "T-shirts" with unique illustrations are popular.Are.
 
Saunas are attracting attention not only for health, but also as a place for communication. Why don't you put it as a detonator for facilities that will be out of operation in winter?

Warming items

W*ARoMa HERB / A self-care brand of "warm × scent × herbs" made by active therapists

 
"Even when you can't go to the sauna, you can easily warm up at home," said "W*ARoMa HERB," which participated this time, and is developing self-care items using domestic herbs based on the concept of "Jido Fuji".
 
There are a total of five types of "Wagusa Herb Balls" that bring together herbs from all over Japan, and "Meditation Herb Balls" selected for the new moon and full moon.All pesticide-free herbsI am using
 
Herb balls are self-treatment items called "herbal moxibustion" that can be steamed and used repeatedly.The amount of herbs wrapped in tea bags is about 30~40 cupsIt seems that it will be. Since several kinds of herbs are steamed together, the ingredients of the herbs can also work on the body at once.
 
There were many buyers who came for it, and the weight and aroma of the steamy herbs made me feel the softness and warmth that I couldn't let go of once I got my hands on it.

Recommendations after the sauna

BRULO / Authentic non-alcoholic beer with the same hops, wheat, water, and yeast as beer

 
"BRULO", which has appeared many times as a non-alcoholic beer brand that is very popular for goods, is a brewery specializing in non-alcoholic beer in Edinburgh, Scotland, England. The wine is brewed in Belgium.
 
On the day of the exhibition,The new product "Highway To Hell Lager" just released this fallThere was also a crowd in front of the booth. Inspired by Jerez, a type of lager style, it is popular in the UK market.The second most popular after the company's bestseller "Lust for Life"It seems to be a good product!
 
A non-alcoholic beer with a taste comparable to that of beer for those who want to drink beer in the aftersauna, but can't. The raw materials and manufacturing method are the beer itself.
First of all, please check the taste with a sample.

Tea Life+/A healthy drink centered on rooibos tea

 
T-Life PlusNew brands that appeared in goods this fallAre. It was born from the desire of a manufacturer who has been handling rooibos tea for many years to "enjoy rooibos tea in more ways".
 
"Original beer" with an alcohol content of 5% with rooibos tea, non-alcoholic "sparkling rooibos tea", red and white "wine" with tannins derived from rooibos and honeybush instead of antioxidants, etc.A lineup that is easy to drink and is especially recommended for women in terms of health and beautyIt has become.
 
The package is not inferior to the glamorous scene, and the wine is also appreciated that it is a can type that can be drunk.

Kraft Curry Brothers / Additive-free kraft curry produced in small quantities

 
The smell of curry that suddenly began to waft into the exhibition hall was actually the curry of the Craft Curry Brothers.
It is a sibling brand that has two stores in Tokyo and loves delicious curry.
 
More than half of the company's curry is made up of vegetables and fruits.Slowly fry 100 kg of onion until it reaches 10 kg, and condense the flavor while removing the moisture.It is flaked in a state where it is one step before burning. It seems that it is not easy to flake vegetables and fruits with a high water content, but we are particular about making craft curry, which takes time and effort.
 
Lorraine rock salt and cane sugar are used as seasonings.It does not use food additives that tend to be used in commercial curry rouxes。 It is dissolved in boiling water and prepared in a few minutes, and many various curries such as keema curry and non-curry arrangements are also produced.
 
The spicy curry with a fruity taste deep in the vegetables is truly "rich". It was a cup that I wanted to have like soup for breakfast on days when I had no appetite or on cold days, as well as empty stomachs after the sauna.

Big Barn Foods / Smoothies that meet the growing health consciousness

 
Speaking of bottled beverages to drink after a bath in Osaka, mixed juice.
 
The Big Burn Foods smoothie from Osaka is a 100% additive-free smoothie with straight fruit juice that tastes like mixed juice.
 
The "100% Smoothie N" seriesNo concentrated reduced fruit juice, sweeteners, preservatives, flavors, colorings, etc.Are.It has a rich taste like fresh fruit put in a blendercan be enjoyed by everyone from children to adults.
 
"OWLMARK Strong Carbonated Water" using natural water from "Hyogo Prefecture Scenic Seven Waterfalls"is a bottle recommended for those who are not satisfied with ordinary carbonated water. A hint of sweetness that you can feel along with a sharp stimulus. The person who tasted it said "Sweet!" and checked the label, but it was pure water (pure water) and there was no impure water. It is a delicious carbonated water that can be drunk as it is or mixed with alcohol.
 
Both are products that can be stored at room temperature.

Wakamiya Koya / Non-alcoholic, non-sugar, amazake made from domestic ingredients

 
Wakamiya Koya is a long-established store specializing in manure founded in the 19th year of the Meiji era.Amazake using "raw manure", which is highly nutritious and does not easily reduce enzyme poweris an item that I would like to recommend for the after-sauna for those who are warming up or intestinal activity.
 
"Silk amazake" is a "grainless" amazake that is easy to drink for those who are not used to amazake and children。 It has a smooth and smooth mouthfeel. For those who are looking for amazake-likeness, we have prepared "Koji Amazake" with "grains". It is characterized by a classic taste with a natural sweetness and a dung flavor that fills the mouth.
 
Both are carefully made using the traditional chamber lid manufacturing method. We also have a wide variety of sample products, so please try the strength of glue nurtured by tradition and skilled craftsmanship.

For a cup of after-sauna

CRAFT BANK / Kyoto's first craft beer in Fukuchiyama

 
Based in a renovated former bank building in Fukuchiyama City, Kyoto Prefecture, based on a brewery and beer pub, "CRAFT BANK" is not just a beer brand, but also offers such an experience where you can enjoy meeting new people and enjoying excitement with a beer in hand.
 
At the store, you can drink freshly brewed beer while looking at the large tank behind the glass wall, and open brewing events are also held.
 
The standard product "BANK IPA" is a West Coast IPA made with 9 kinds of hops from the US and NZ, which are rich in aroma. Using a variety of hops, including Nelson Sauvin CRYO from NZ, you can enjoy an aroma reminiscent of citrus and tropical fruits, as well as a refreshing bitterness.

MASAKIYA CO., LTD. / Private brand of unique liquor store

 
"MASAKIYA" is a unique liquor store that sells only private brand liquor.
 
In the sake industry in Japan, there are doubts that small sake breweries' products are difficult to get acquainted with, no matter how delicious they are, and with the desire to "make the best sake under a private brand and have many people drink it," long-established breweries nationwide are making original sake that pursues deliciousness.
 
TORATOMANGETSU, a kakuuchi bar in Kunitachi in Tokyo that opened this year, is a store that integrates a bar and a liquor store, and is gaining fans among sake lovers and students in the neighborhood.
 
Popular menu items"TANGO GIN" is an original craft gin。 A total of 14 types of botanicals are pickled with domestic yuzu and lemon as key botanicals, and finished with natural water using a Dutch distiller.
 
Just as important as the contents, the label design is important."I want you to choose a drink based on your feelings, just like buying a record jacket."That's what the owner is all designed for.

Izumo Taki Brewery / A small brewery in a seaside town rich in nature

 
Izumo Taki Brewery, which has just appeared in the merchandise, was born in 2022 and brews craft beer using local specialties in a small seaside town.
 
"Bibibeer" is located in Shimane, which is famous as a beautiful skin prefecture.A fruity beer made with local figs (Penglai persimmon) with a sweet taste and moderate acidityAre. It has little bitterness and is easy to drink even for those who do not like beer.
 
Just the other day,At the INTERNATIONAL BEER CUP, the world's third oldest international beer competition, "TAKI-BRE Porter" won the bronze prizeHave. It is a dark beer where you can enjoy the richness and roasted aroma of roasted British malt. Fans who know the taste of the award are delighted, saying, "It's a well-deserved award!"
 
If you want to feel the beautiful local atmosphere of the sunset, please try a sample first.

Derailleur Brew Works / From Nishinari, Osaka, modern classical American pale ale

 
Derailleura Brewworks is a craft beer brand from Nishinari, Osaka, which brews beer with a fantastical idea that mixes fiction and non-fiction, bearing the French word for "one who goes off the path = one who chooses his own way of life".
 
It reproduces the sake that was made in Nishinari in the 90s"Nishinari Riot Ale" is a modern classical American pale ale characterized by the umami of barley malt and the strong bitterness of American hops.
 
Won the Silver Award at the Japan Great Beer Award 2022He is a talented person who has won awards at beer contests in Japan and abroad. Please read the story inspired by the "22nd Nishinari Riot", which became a hot topic along with beer at the time of its release, on the brand page.
Every week, they release new beers and stories, and they captivate fans with their worldview.
How did you like the after-sauna feature?
In terms of goods, we also offer a number of sales support items such as promotional POPs.Whether you've seen a brand you've seen before or a brand you're seeing for the first time, take this opportunity to try it out!
 
 
[Goods ・ After sauna exhibition exhibition exhibition brand]
BRULO/CRAFT BANK/Derailleur Brew Works/HIROSHIMA NOH BREWERY/HUKKA DESIGN/Iam Sauna/IN THA DOOR BREWING/KYOTO NUDE BREWERY/LAITILAN/MARCA BREWING/MASAKIYA CO.,LTD./Moi Forest/ ORGANIC HERB SERIES / OSMIA / SOUTH HORIZON BREWING / W*ARoMa HERB / Craft Curry Brothers / Tea Life + / Ruin Living / Izumo Taku BREWERY / Wakamiya Kazuya

Brands featured in this article

OSMIA
Finnish sauna spa body and fragrance products based on the essence of fragrance inspired by the deep blessings of Finnish nature.
HUKKA DESIGN
A natural stone Karelian soapstone product brand with heat storage that was born 2.8 billion years ago in Finland. Introducing a wide range of items such as sauna, wellness, and dining.
Moi Forest
The brand concept is "forest bathing from the skin". All products contain *ReconnectingNatureTM, a component extracted from Finnish forest microorganisms.
Ruin Living
Born in Finland, the birthplace of saunas "Ruin Living"
LAITILAN
Laitilan was founded in 1995 in the town of Laitila, Finland. Inheriting a manufacturing method that has been handed down for more than 100 years, it is Finland's most environmentally friendly beverage manufacturer.
Iam Sauna
"Everyone has their own reasons for entering the sauna" We propose a full-fledged outdoor sauna from Japan with a sauna tent, a domestic wood-burning stove, and sauna goods filled with the commitment of campers and saunas
W*ARoMa HERB
Based on the theme of "time for me to return to me", a self-care brand of "warm scent ×× herbs" made by active therapists. We convey how to live a life that values oneself through our products and experiences.
BRULO
Now on sale ~2/27
It is a non-alcoholic craft beer from Belgium. We make beer with a content of 0.0% by fermenting with the same raw materials as beer. Various styles such as IPA, GOSE, STOUT, etc.
Tea Life+
Rooibos from TEALIFE+ to make tomorrow happy TEALIFE+ will create exciting products and encounters with people through the power of tea.
Craft Curry Brothers
More than half of the ingredients are vegetables and fruits, and this is a next-generation curry roux. No food additives are used. It is made by brothers of a food company that has been working for 55 years with the aim of becoming the "Häagen-Dazs of the curry world".
Big Barn Foods
We propose value-added products with the aim of creating high-quality products that meet consumer needs.
Wakamiya Koya
It is a long-established store founded in the 19th year of the Meiji era. Using only carefully selected domestic ingredients, we deliver non-alcoholic and sugar-free products that can be enjoyed with peace of mind by health-conscious people.
CRAFT BANK
A craft beer brand born on the site of a former bank in Fukuchiyama City, Kyoto Prefecture. Under the slogan "Let's do something with a beer in hand," we are proposing a new beer experience.
MASAKIYA CO.,LTD.
It is a unique liquor store that sells only private brand liquor. We will deliver a cool world view with pop that transcends the genre of MASAKIYA.
Izumo Taku BREWERY
It is a small seaside town where you can see the beautiful sunset setting on the horizon, which was selected as one of the "100 best sunsets", and it is brewed using delicious water that is the source of being selected as the No. 1 in the prefecture many times.
Derailleur Brew Works
It is a collection of craft beer factories and planning and management teams established to reproduce riot ale recipes with a focus on "Nishinari", a town where you can enjoy sake from the morning.

Brands related to this article

tomte
Want to start a sauna with the sauna series TOMTE?
saunality
A sauna skincare brand with a 65% share in Japan. The whole process is made by skilled craftsmen of high quality.
Vihta
Vichta towel is a "forest towel" made from birch fibers under the supervision of the Finnish National Tourism Board. Enjoy a new towel experience that brings you to become one with nature.
penta CRAFT NATURAL ENERGY
A next-generation energy drink specialty store that is natural and gentle on the body, born from the idea of medicinal dishes. It supports every day with natural energy ingredients obtained from spices and herbs.
BATH PICNIC
Domestically manufactured bath body & outdoor brand. From the bathtub and sauna to the outdoors, a bright and fun world.
SAUNA+TEA
First in Japan! In addition to saunas, we will deliver the charm of "Tea × Sauna" to the operators of hot bath facilities, accommodation facilities such as hotels, and guesthouses
SAUNA&co.
SAUNA&co. is a sauna life proposal brand for people who enjoy sauna as part of their lifestyle, based on the concept of "making everyday life with SAUNA commonplace."
trolox
Hot spring water in Kagoshima. Natural antioxidant water was the first to discover its antioxidant power from natural water.
ALAGAMO
"Make your usual sauna more fun and safe" ALAGAMO sauna hat is a sauna hat manufactured in Japan and made with natural materials.
totonoa
We are particular about materials, functions, and comfort, and propose the limits of "Toto" for saunas that seek more comfort.
Moukawaitano
Breathe well, dry well. "Is it dry already!?" An Imabari towel with a quick-drying power that surprises you It is a quick-drying Imabari towel that dries in 2.5 hours indoors.
Just-U
"Just give it to you!" We will deliver comfortable products made in Imabari City, Ehime Prefecture, the production area of Imabari towels
Shichifuku Towel
Nanafuku Towel is a towel manufacturer founded in 1959 in Imabari City, Ehime Prefecture, a towel production area.
ISEKADO
"Making the world of beer interesting". We will deliver the best taste to all our customers.
gogoshima beer farm
A 150-year-old folk house on the remote island "Koijima" in Ehime Prefecture has been renovated. We make sustainable craft beers, such as beer made from citrus picks, which are a specialty product.
REPUBREW
A craft beer maker that delivers "new discoveries" through beer that "makes something that doesn't exist"

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