In Kokkolas Hickarön sauna world, a Tuesday morning in February saw a bustling crowd, particularly women attracted by the combination of morning sauna and breakfast. The women's section is often fully booked on Tuesday and Thursday mornings, highlighting the increasing interest in social sauna experiences. Individuals like Sari Rönnkvist are venturing into the tradition for the first time, expressing a mix of excitement and the chilly reality of ice swimming, while seasoned sauna-goers like Raija Djupfors embrace the experience with multiple plunges into the icy waters.

Despite saunas being a long-standing tradition in Finland, the urban sauna culture is relatively new, according to Carita Harju, the director of Sauna from Finland. The opening of Löyly in Helsinki a decade ago marked a turning point, leading to the emergence of several similar venues across cities like Tampere, Jyväskylä, and Kuopio. This shift indicates a broader trend where young people seek out unique and social wellness experiences, promoting both the charm of traditional sauna culture and its modern adaptations in urban environments.

As more young Finns engage with sauna culture not only as a solitary retreat but also as a social activity, these sauna venues are evolving into popular hangout spots that blend traditional Finnish practices with contemporary lifestyle. This trend reflects a desire for community and health-focused leisure activities, pointing towards a potential resurgence of interest in local customs through a modern lens.