A trip to Namdaemun Market for bathhouse essentials? In Seoul, the traditional market has been drawing a growing number of younger shoppers. In Korea, it is common for people visiting a public bathhouse or sauna to bring their own basket or bag filled with bathing essentials, from body cleansers to exfoliating mitts. Now, the everyday items that have long occupied stalls at Namdaemun Market are gaining a second life on social media, where they are being celebrated as must-have bathhouse finds. As K-sauna culture becomes more of a lifestyle choice, the market is emerging as a go-to destination for bathhouse shopping. Merchandisers (MD) from OLIVE YOUNG’s Personal Care Team, which oversees the body and hair categories, recently visited the market to see what sauna enthusiasts are buying and try out a range of bath products for themselves. The growing variety of items in sauna bags reflects a broader shift in how people approach body care. Consumers who carefully consider ingredients and benefits when choosing facial skincare, but tend to stick with familiar body washes and lotions, are now showing greater interest in exploring new body care products. Body care is part of a daily routine, which makes even small differences noticeable. A pleasant scent in the shower or a warm massage for tired muscles after work can transform an ordinary wash into something more restorative. Many of the products now available at OLIVE YOUNG are designed around these specific moments in everyday life. A warming scrub alongside the exfoliating mitt As the weather turns colder, a warm shower becomes all the more inviting. Add a warming body scrub, and the bathroom can feel a little more like a spa. Torhop’s Body Scrub takes inspiration from Finland’s hot-and-cold sauna culture. It comes in two versions: Sauna Line Fit Body Scrub, which delivers a warming sensation, and Mint Cooling Body Scrub, which offers a refreshing, cooling feel. The warming formula is suited to areas where people want to focus on body contours and cellulite. During the colder months, applying it to tired calves or thighs after work and gently massaging the skin can bring a comforting warmth that evokes the feeling of a sauna at home. After a workout, the cooling version offers a refreshing alternative. Formulated around the invigorating sensation of mint, it is designed to help address both dead skin buildup and unwanted body odor. Choosing between warming and cooling formulas depending on how you feel that day adds another small pleasure to the routine. For those who put fragrance high on their list, the Dove Body Scrub in Sweet Osmanthus is also worth a look. The osmanthus scent, which first gained popularity as a Japan-exclusive fragrance, has now been introduced in Korea and made available at OLIVE YOUNG. Known in Japan as the signature flower of autumn, osmanthus has a delicate yet sweet floral scent and a devoted following among fragrance enthusiasts. Dove pairs the fragrance with its signature creamy, gentle scrub texture. Fragrance is no longer limited to perfume and body mist; people are also looking for scents they love in the products they use every day. For anyone who pays attention to the fragrance that lingers in the bathroom after a shower, the appeal of osmanthus is easy to understand. Cleansing with gloves, moisturizing with a stick Packing a shower pouf and body wash for a trip or sauna visit can be a hassle. For a simpler option, consider products that combine cleansing with a glove-style applicator. Laundryou’s Soft Body Red Glove is a disposable, glove-shaped body cleanser containing cleansing ingredients. Simply slip it on, wet it with water and wash. There is no need to pack a separate shower pouf or bottle of body wash, and the used glove can be thrown away instead of being packed back into a bag while still wet. It is a particularly practical option for people who regularly use shared shower facilities at saunas or gyms. There are also products that combine massage tools and body serums in a single design. The nutseline Aroma Nut Slim Fit Gua Sha Serum features a container shaped like a gua sha massage tool. Twist the container to dispense the serum, then use the applicator to massage areas such as the neck, collarbone and calves. There is no need to get oil on your hands or take out a separate massage tool. It is also convenient for a light massage after a shower, especially after a long day spent sitting or walking. Another product is the Vaseline All-Over Body Balm Jelly Stick, which reimagines the familiar Vaseline Jelly in stick form. Instead of scooping out the balm by hand, users can twist it up just like a lip balm. The stick can be applied directly to areas prone to dryness, such as elbows and heels, without getting the product on your hands. Each of these products makes a small but meaningful change to the way people use body care essentials. From the hassle of packing wet shower accessories to the need to clean a separate massage tool or deal with moisturizer left on your hands, they address minor inconveniences that people have long accepted as part of their routines. Taking what we use on our faces to the rest of the body Applying sunscreen to the face is second nature for many people, but protecting the arms and legs as carefully can be more difficult than it sounds. Facial sunscreen can run out quickly when used over larger areas, and some formulas may not feel comfortable to spread across the body. The ILLIYOON Ceramide Ato Sun Lotion offers a practical alternative.Its large-size bottle holds plenty of product, and the pump dispenser makes it easy to apply. The lightweight formula also spreads smoothly like a body lotion, making it ideal for use on the arms and legs after a shower, without much concern about a white cast or sticky residue. Its generous size also means you can apply sunscreen liberally to larger areas of the body without worrying about running out too quickly. Underarm care is also expanding beyond sweat and odor control, with products catering to consumers who are increasingly attentive to skin tone and fragrance as well. HealGrids’ Niacinamide 4% Toning Deodorant combines odor management with skin tone care. Niacinamide, a form of vitamin B3, is known for helping improve skin tone and reduce the appearance of pigmentation. The product contains 4% niacinamide and is designed for consumers concerned about underarm discoloration, offering an option for those who want to address skin tone alongside sweat and odor. The so natural Peach Deo Pact takes a different approach. This compact-style deodorant is applied to the underarms with a puff, leaving a fresh, powdery finish and a peach scent. It is a welcome alternative for those who find the characteristic scent of traditional deodorants too strong. In Korea, the playful expression hyang-deurangi (a combination of the words for fragrance and armpit, referring to pleasantly scented underarms) captures the product’s appeal rather well. Hands deserve attention, too. They are frequently exposed to sunlight and washed multiple times a day, making it difficult to maintain consistent moisturizing and sun protection. They are also known to show visible signs of skin aging relatively easily. The MD'S PICK De Barista Fragrance Free UV Shield Hand Cream combines moisturization and sun protection in one product. It can be reapplied throughout the day like a regular hand cream while also helping protect the backs of the hands from sun exposure. Its fragrance-free formula makes it easy to use alongside perfume and other hand care products. For more intensive care, there are also hand masks. VT’s Reedle Shot Nourishing Hand Mask Sheet is worn over the hands in much the same way as a sheet mask is applied to the face. Its touchscreen-compatible design allows users to operate their smartphones while wearing it. For those who regularly use sheet masks on their faces but rely on hand cream alone for their hands, a dedicated hand mask offers another way to round out their routine. The next chapter of body care, found in the sauna bag When choosing body care products, the question is increasingly not just what to use, but when, where and how to use it. OLIVE YOUNG is also reflecting these more specific needs in its product planning and selection, drawing on the everyday experiences of its customers. From scrubs used in the sauna to sun-protective hand creams applied throughout the day, opportunities for body care are woven into more moments of daily life than we might expect. OLIVE YOUNG aims to continuously explore the everyday inconveniences and area-specific concerns that customers encounter, offering a broad range of products suited to different needs and lifestyles. What makes a sauna bag interesting is that it holds more than just the essentials. It can reflect a favorite fragrance, a preferred way of using a product or an area of the body that deserves a little extra attention. Take a closer look at what people are carrying in their sauna bags, and you may catch a glimpse of what comes next for body care.