SlideShare a Scribd company logo
Japanese
Sauna Hat Trends
Totonoete Inc.
Sauna hats are all the rage in Japan.
Customers line up early in the morning for sauna hats.
The limited edition of 100 hats sold out in 30 minutes.
Sauna Hat, which doubles as a towel, sold 350 EU
in one month. 2000 units sold.
Agenda
- History of Sauna Hat(2017-2021, in Japan)
- Materials used in Sauna Hats
- Average Japanese head size
- Japanese preference for Sauna Hat
- Point in question (at issue)
History of Sauna Hat(2017, in Japan)
There was no Sauna Hat culture in Japan, and only those who visited saunas abroad
sold them. Only two types were distributed: homemade and imported.
http://tentsaunaparty.com/ https://sauna-ikitai.com/
History of Sauna Hat(2018, in Japan)
Sauna Hat's original brand released in Japan. However, there were few varieties
and no one wore them in sauna rooms at all.
https://ttne.jp/ https://minne.com/@koyuki37
History of Sauna Hat(2019, in Japan)
The appearance of specialty sauna stores and the importation of outdoor saunas
from Russia increase the contact between users and Sauna Hat.
http://saunasoppi.jp/ https://morzh.eu/
History of Sauna Hat(2020, in Japan)
Sauna popularity came in the wake of COVID-19: Sauna Hat Shop opened, original
Japanese Sauna Hats were produced, and hat shops also made Sauna Hats.
https://bestsoundrecords.net/ https://overridehat.com/ https://www.saunamonster.com/
History of Sauna Hat(2021, in Japan)
It is no longer unusual to wear a Sauna Hat in a sauna room, and many Sauna Hats with
public sauna logos are sold. Sauna Hat manufacturers are also saturated.
http://www.yunoizumi.com/souka/ https://www.saunahokuou.com/
https://www.otsuka.co.jp/
Materials used(Wool - 100%)
Heat retention and insulation, as well as a variety of characters and other design features.
http://sauna-hat-factory.com/ https://www.saunamonster.com/
Materials used(Denim Cotton - 100%)
Denim design makes it sturdy, withstands washing, and can be folded for storage.
https://bestsoundrecords.net/
Materials used(Mesh & Polyester)
Heat-resistant material used for firefighters' jackets, quick-drying mesh material
https://bestsoundrecords.net/
Materials used(Polyester - 100%)
https://overridehat.com/
Excellent insulation, water repellent, washable, quick-drying
Materials used(Organic Towel Pile - 100%)
https://www.kontex-shop.com/
Made by a luxury Japanese towel brand, with a pocket for storing locker keys
Materials used(Organic Towel Pile - 100%)
Towel that doubles as a Sauna Hat. Becomes a Sauna Hat at the touch of a button.
https://camp-fire.jp/projects/view/553734
Average Japanese head size
Male Average
238.7mm
Female Average
228.9mm
Male Average
161.9mm
Female Average
153.8mm
Male Average
189.6mm
Female Average
165.0mm
Male Average
569.9mm
Female Average
545.7mm
https://sizeblog.net/entry/head-size/
Japanese preference for Sauna Hat
User’s Voice A(30 year old male)
- High-temperature saunas can damage hair.
- I usually wrap a towel around my head to protect my head and hair from heat.
- I am concerned about publicity in the sauna room. If everyone else is wearing one, I'll
wear one, but I don't want to wear one that stands out in places where I'm not.
-I don't want to wear something that stands out in places where people aren't wearing
it. When I soak in the hot water or wash my body, I wonder, "Where do I put my sauna
hat?" I'm not sure where to put the sauna hat.
-It is a hassle to wash it. Wool or felt material is recommended to be washed by hand,
so it's a bit of a hassle to wash it every time.
Japanese preference for Sauna Hat
User’s Voice B(20 year old male)
- I also have a sauna hat and try to bring it to sauna events. Especially in tent
saunas, my head gets very hot.
- However, I rarely use a sauna hat because of the extra baggage and the hassle
of washing it.
- If I want to meditate today, I bring a sauna hat that I can wear deeply because in
a regular sauna it is often too bright to concentrate.
Japanese preference for Sauna Hat
User’s Voice C(20 year old female)
- Sauna Hat design should not be too flashy and can be used on a daily basis.
- Sauna Hat is for everyday use and for sauna events.
-I have many kinds of Sauna Hat, but in the end I concluded that it is convenient to
wrap a towel around my head.
- I want the Sauna Hat to have the following features: it should not smell bad, and
it should be able to be worn deep enough to cover the face well.
-Women are often seen wearing Sauna Hats in public saunas. In cities, about half
of the patrons wear them, and in rural areas you don't see them wearing them.
Japanese preference for Sauna Hat
User’s Voice D(20 year old female)
- I don't think I would buy Sauna Hat if the design is not cool no matter how good the features are,
and I wouldn't buy it if the design is cool but the features are not. Function is more important, but
design is also a consideration.
-I don't carry Sauna Hat in my daily life because it is a hassle to carry around and wash it.
-I don't carry a sauna hat in my daily life because I don't want to have to carry it around and wash it.
-I have long hair, so I wear a hair bun in the sauna, but the size of the hair bun does not fit the
Sauna Hat, so I have a problem with it floating around.
-I often lose my Sauna Hat, so I would appreciate a reasonable price.

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Japanese Sauna Hat Trends - Totonoete Inc.

  • 2. Sauna hats are all the rage in Japan. Customers line up early in the morning for sauna hats. The limited edition of 100 hats sold out in 30 minutes. Sauna Hat, which doubles as a towel, sold 350 EU in one month. 2000 units sold.
  • 3. Agenda - History of Sauna Hat(2017-2021, in Japan) - Materials used in Sauna Hats - Average Japanese head size - Japanese preference for Sauna Hat - Point in question (at issue)
  • 4. History of Sauna Hat(2017, in Japan) There was no Sauna Hat culture in Japan, and only those who visited saunas abroad sold them. Only two types were distributed: homemade and imported. http://tentsaunaparty.com/ https://sauna-ikitai.com/
  • 5. History of Sauna Hat(2018, in Japan) Sauna Hat's original brand released in Japan. However, there were few varieties and no one wore them in sauna rooms at all. https://ttne.jp/ https://minne.com/@koyuki37
  • 6. History of Sauna Hat(2019, in Japan) The appearance of specialty sauna stores and the importation of outdoor saunas from Russia increase the contact between users and Sauna Hat. http://saunasoppi.jp/ https://morzh.eu/
  • 7. History of Sauna Hat(2020, in Japan) Sauna popularity came in the wake of COVID-19: Sauna Hat Shop opened, original Japanese Sauna Hats were produced, and hat shops also made Sauna Hats. https://bestsoundrecords.net/ https://overridehat.com/ https://www.saunamonster.com/
  • 8. History of Sauna Hat(2021, in Japan) It is no longer unusual to wear a Sauna Hat in a sauna room, and many Sauna Hats with public sauna logos are sold. Sauna Hat manufacturers are also saturated. http://www.yunoizumi.com/souka/ https://www.saunahokuou.com/ https://www.otsuka.co.jp/
  • 9. Materials used(Wool - 100%) Heat retention and insulation, as well as a variety of characters and other design features. http://sauna-hat-factory.com/ https://www.saunamonster.com/
  • 10. Materials used(Denim Cotton - 100%) Denim design makes it sturdy, withstands washing, and can be folded for storage. https://bestsoundrecords.net/
  • 11. Materials used(Mesh & Polyester) Heat-resistant material used for firefighters' jackets, quick-drying mesh material https://bestsoundrecords.net/
  • 12. Materials used(Polyester - 100%) https://overridehat.com/ Excellent insulation, water repellent, washable, quick-drying
  • 13. Materials used(Organic Towel Pile - 100%) https://www.kontex-shop.com/ Made by a luxury Japanese towel brand, with a pocket for storing locker keys
  • 14. Materials used(Organic Towel Pile - 100%) Towel that doubles as a Sauna Hat. Becomes a Sauna Hat at the touch of a button. https://camp-fire.jp/projects/view/553734
  • 15. Average Japanese head size Male Average 238.7mm Female Average 228.9mm Male Average 161.9mm Female Average 153.8mm Male Average 189.6mm Female Average 165.0mm Male Average 569.9mm Female Average 545.7mm https://sizeblog.net/entry/head-size/
  • 16. Japanese preference for Sauna Hat User’s Voice A(30 year old male) - High-temperature saunas can damage hair. - I usually wrap a towel around my head to protect my head and hair from heat. - I am concerned about publicity in the sauna room. If everyone else is wearing one, I'll wear one, but I don't want to wear one that stands out in places where I'm not. -I don't want to wear something that stands out in places where people aren't wearing it. When I soak in the hot water or wash my body, I wonder, "Where do I put my sauna hat?" I'm not sure where to put the sauna hat. -It is a hassle to wash it. Wool or felt material is recommended to be washed by hand, so it's a bit of a hassle to wash it every time.
  • 17. Japanese preference for Sauna Hat User’s Voice B(20 year old male) - I also have a sauna hat and try to bring it to sauna events. Especially in tent saunas, my head gets very hot. - However, I rarely use a sauna hat because of the extra baggage and the hassle of washing it. - If I want to meditate today, I bring a sauna hat that I can wear deeply because in a regular sauna it is often too bright to concentrate.
  • 18. Japanese preference for Sauna Hat User’s Voice C(20 year old female) - Sauna Hat design should not be too flashy and can be used on a daily basis. - Sauna Hat is for everyday use and for sauna events. -I have many kinds of Sauna Hat, but in the end I concluded that it is convenient to wrap a towel around my head. - I want the Sauna Hat to have the following features: it should not smell bad, and it should be able to be worn deep enough to cover the face well. -Women are often seen wearing Sauna Hats in public saunas. In cities, about half of the patrons wear them, and in rural areas you don't see them wearing them.
  • 19. Japanese preference for Sauna Hat User’s Voice D(20 year old female) - I don't think I would buy Sauna Hat if the design is not cool no matter how good the features are, and I wouldn't buy it if the design is cool but the features are not. Function is more important, but design is also a consideration. -I don't carry Sauna Hat in my daily life because it is a hassle to carry around and wash it. -I don't carry a sauna hat in my daily life because I don't want to have to carry it around and wash it. -I have long hair, so I wear a hair bun in the sauna, but the size of the hair bun does not fit the Sauna Hat, so I have a problem with it floating around. -I often lose my Sauna Hat, so I would appreciate a reasonable price.