International College

Professor Kesslers long awaited book chapter on the Korean Jjimjilbang is set to publish in Wellness Tourism in Asia: Emerging Destinations to Rejuvenate, Relax and Retreat.  The title of his book chapter 13  is Exploring the Evolution and Significance of the Korean Jjimjilbang: Unveiling a Hidden Wellness Tradition

Abstract: The Korean Jjimjilbang plays an important role as a social wellness hub within modern Korean society. This article describes the impact of jjimjilbang on wellness in Korea, including both its contemporary evolution and its historical roots. Given the divergence in wellness across countries and cultures, some Koreans might not yet perceive the Jjimjilbang as emblematic of a wellness tradition. This discrepancy arises from its seamless integration into Korean societal norms, where the belief persists that wellness demands exclusive and high-cost endeavors. However, through the lens of the Global Wellness Institute, the Jjimjilbang signifies Korean wellness tourism and serves as a genuine wellness destination for locals and tourists in Korea. The Korean Jjimjilbang also remains substantially unstudied within Western scholarly literature. Although information concerning Korean bathing practices is accessible through online platforms encompassing journalistic narratives and travel blogs, a need exists for scholarly research to undertake a more profound exploration of this subject matter.