A South Korean advertising agency is breathing new life into a community bathhouse, transforming it into what is being called “the world’s safest bathhouse” for elderly residents. (Image courtesy of Innocean)
SEOUL, Nov. 19 (Korea Bizwire) – In a novel approach to corporate social responsibility, a South Korean advertising agency is breathing new life into a community bathhouse, transforming it into what is being called “the world’s safest bathhouse” for elderly residents.
Innocean, a marketing communications company led by CEO Lee Yongwoo, is undertaking a complete renovation of Iljuk Bathhouse in Anseong, Gyeonggi Province. The facility, which has operated without renovation since its establishment in 1997, will be reimagined as a secure bathing environment for the area’s aging population.
The project marks Innocean’s first venture into what it terms “social space rebranding,” where the company aims to leverage its creative expertise to revitalize declining community spaces and boost public welfare.
The renovation encompasses a comprehensive overhaul of the facility, from the entrance to the changing rooms and bathing areas. Special attention has been paid to preventing accidents common among elderly bathers, including heat shock, burns, drowning, and falls. The renovated facility is scheduled to open on November 22 with an official ceremony.
“We focused on spaces that are familiar but often overlooked,” an Innocean representative said. “These facilities are essential for local residents, but decreased patronage and an aging customer base have led to inadequate maintenance.”
A South Korean advertising agency is breathing new life into a community bathhouse, transforming it into what is being called “the world’s safest bathhouse” for elderly residents. (Image courtesy of Innocean)
The initiative comes at a critical time for South Korea’s public bathhouse industry. According to 2022 data from the Ministry of the Interior and Safety, the number of bathhouses in operation has plunged by about 40% since 2003, from approximately 10,000 to around 3,000. The decline began in 2004 when closures started outpacing new openings.
Despite this trend, Innocean argues that public bathhouses remain vital for the elderly population, serving as essential venues for hygiene maintenance and social networking.
“This project represents a special challenge for Innocean as we attempt to spread positive influence through the rebranding of disappearing spaces,” said CEO Lee. “We will continue to pioneer the realization of social values through our unique creative approach.”
The project is a collaborative effort involving the city of Anseong, the Gyeonggi Province Social Economy Center, the Anseong Medical Welfare Social Cooperative, Community Chest of Korea, World Vision, and Gubo Architecture. It is being implemented in conjunction with the Gyeonggi Province Social Economy Center’s Social Environmental Problem-Solving Support Project.
Lina Jang (linajang@koreabizwire.com)
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