Inside China’s Luxe bathhouse boom: From caviar buffets to Chanel scents

On a recent trip to Hangzhou, Xiaohongshu lifestyle blogger Isa (@Isa阿柒) and her Russian husband splurged on an overnight stay at Qushui Lanting (曲水兰亭), one of China’s most exclusive bathhouses, shelling out 999 RMB ($139) each. The couple gorged on a buffet of raw salmon, lobster, abalone, and caviar before retreating to the spa, where Dyson hair dryers, Chanel fragrances, Valmont skincare products, and Kérastase haircare options awaited. An assistant from the bathhouse helped Isa with hairdrying and hairstyling. Silk pajamas and afternoon tea featuring durian and macarons followed, before they headed to the spa’s movie rooms and gaming lounges, and skipped a midnight supper as they were too full. Isa’s experience reflects a broader trend in China: the transformation of bathhouses from simple bathing facilities into sprawling leisure complexes, blurring the line between wellness, socializing, and luxury. What was once a utilitarian experience (scrub, soak, leave), is now a full-day escape to a place that doubles as a social hub and, increasingly, a new touchpoint for lifestyle and beauty brands. From scrub rooms to social hubs In cities from Harbin to Shanghai, modern bathhouses have grown into all-in-one urban resorts. Many span over 5,000 sqm, some as large as 14 football fields, featuring interiors inspired by Japanese onsens (hot springs), Nordic spas, or Thai retreats. Alongside vast bathing pools are board game areas, e-sports lounges, cinemas, karaoke rooms, and kid-friendly zones, catering to families, couples, and groups of friends alike. “Modern bathhouses are becoming places to relax and unwind either by oneself or with friends and family,” says Amber Wu, seasoned beauty industry consultant with over a decade experience in Chinese marketing agencies. “They offer great food, massage, and entertainment. Almost like a mini day trip escape. And they are family-friendly, suitable for both men and women.” This trend is underpinned by younger consumers reshaping leisure culture. Over the past three years, online orders for bathhouse and foot massage experiences have grown more than 30% annually according to data from Caijing. University student spending surged by 162%, while teenage customers increased 243%. By 2025, Gen Z is projected to account for 28% of bathhouse consumption, up from 22% in 2020. Harbin popularizing bathhouse culture This cultural phenomenon owes much to Harbin’s viral rise. The northeastern city, famed for its Ice and Snow Festival, has become a winter pilgrimage for travelers chasing “small potato” social media moments. Harbin hosted more than 3 million tourists over the New Year weekend this year, generating nearly $824 million in tourism revenue, quadruple that of tropical Sanya. The buzz, amplified by 1.9 billion views of Harbin-related hashtags on Xiaohongshu, spotlighted the city’s bathhouses as a quintessential local experience. From Harbin, the bathhouse wave has spread nationwide, extending deep into third- and fourth-tier cities. These smaller markets are now outpacing growth in top-tier hubs like Shanghai and Beijing, driven by affordable packages that start as low as 100 RMB ($14) for unlimited soaking, food, and entertainment. The social currency of soaking For China’s overworked urban youth, bathhouses have emerged as an antidote to stress and a space for social connection. “Leisure patterns are becoming more experience-centered,” says by Ashley Dudarenok, founder of China research and digital consultancy ChoZan. “Young consumers increasingly see bathhouses as safe heavens, places to relax, recharge, and socialize. Instead of going shopping or traveling far, they spend an entire day here for less money but richer experiences.” Economic pressures are also reshaping spending habits. “Consumers are seeking cost-effective, value-rich experiences,” Dudarenok adds. “For under 500 RMB, you get unlimited snacks, games, and spa treatments, far cheaper than combining a night out, a movie, and dining. It’s rational spending with a focus on emotional satisfaction.” Wellness boom meets luxury potential The bathhouse boom dovetails with China’s wellness economy, which has grown rapidly as consumers prioritize physical and mental health. Premium bathhouses now offer meditation, aromatherapy, and sleep therapy, with high-end wellness packages priced above 800 RMB ($111), boasting repurchase rates of 65%. This wellness halo is catching the attention of beauty and personal care brands, particularly those with body and bath portfolios. “Beauty brands could collaborate with high-end bathhouses for pop-ups, treatment stations, scent lounges, or VIP trial sessions,” Wu says. “It’s similar to how beauty labels partner with luxury hotels. These spaces allow for immersive storytelling.” Some operators have already embraced this strategy. At Qushui Lanting Resort Beijing, shelves lined with Dior makeup and Valmont skincare aren’t just amenities: They are entry points for trial and potential conversion. Dyson hairdryers and Kérastase products in dressing rooms create subtle but powerful associations with luxury and self-care. Experience is everything As competition heats up, bathhouse operators are turning to experience-driven innovation. While some venues emphasize curated dining and themed interiors, others are experimenting with technology to differentiate themselves, from AI-powered health assessments to VR wellness pods. The integration of digital platforms has also made booking convenient, while date collection offers operators, and potential brand partners, deep insights into consumer behaviour and preferences. For brands, the allure lies in this rich consumer data. By understanding the habits of bathhouse-goers, companies can fine-tune marketing strategies and develop more personalized offerings. “With smart systems tracking consumer behavior, bathhouses give beauty brands a unique channel for data-driven personalization,” Dudarenok says. “Imagine skincare matched to skin type or AI-assisted product suggestions, all within a leisure environment.” Fragmented but fast-growing market Despite its rapid growth, the bathhouse market remains highly fragmented. Northern hubs like Shenyang have established industry associations and generate close to 1.8 billion RMB ($251 million) in annual revenue, but many bathhouses elsewhere are small, independent businesses. This fragmentation presents opportunities for consolidation and for brands willing to partner with operators to shape premium, differentiated experiences. “This market is only getting started,” says Wu. “We’re seeing rising demand not just for affordability, but also for quality and exclusivity. Brands that can deliver both — high performance products with storytelling that resonates — will find a very engaged audience.” Bathhouse centers: The urban micro-vacation For many Chinese consumers, a visit to the bathhouse now qualifies as the ultimate city micro-vacation. Operators like Xiangshanghui Group, which runs Qushui Lanting and Shuiguo Tangquan, are embracing this positioning, designing their spaces as aspirational retreats where guests can disconnect without ever leaving the city. Consumers aged 20 to 35 account for 70% of the total foot traffic at Shuiguo Tangquan, while at Qushui Lanting, users around age 30 make up 65% to 70% of visitors. Among them, some come with their families to enjoy the food and services, while many others are tourists from outside the city — including a notable number of foreigners like Isa’s husband, who said in the Xiaohongshu video that he would like to move to Hangzhou just for the bathhouse experience. The convenience of online booking platforms like Meituan has fueled demand even further. One bathhouse in Changsha reportedly sold more than 12,000 tickets for its 16-hour package in just a year, thanks to viral reviews and social media buzz. What comes next Driven by Gen Z adoption, digital innovation, and geographic expansion into lower-tier cities, growth is likely to continue. High-end venues will push deeper into wellness and personalization, while mid-market players focus on accessibility and value. “The bathhouse is evolving from a service venue into a lifestyle hub,” says Dudarenok. “For beauty and wellness brands, this isn't just a new sales channel. It’s an opportunity to reimagine customer engagement, blending wellness, culture, and personalized experience into something consumers can’t get elsewhere.” Meituan data shows that in 2024, the number of online users in the bathhouse market exceeded 40 million, with online transaction volume reaching some 15 billion RMB ($2.1 billion). From 2023 to 2026, the industry’s user base is forecast to grow at a compound annual growth rate of 19%. Once a niche indulgence, bathhouses are on the way to becoming a cornerstone of the country’s booming wellness economy.

Inside China’s luxe bathhouse boom: From caviar buffets to Chanel scents

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Inside China’s luxe bathhouse boom: From caviar buffets to Chanel scents