Koreans in their 20s and 30s have taken the lead in discarding the "scrub culture" of public bathhouses, embracing instead a "shower culture." They take showers at home in the morning and evening, and also enjoy steaming and chatting with friends in saunas and heat therapy rooms. Now, they have entered the spa era. Spas are mainly concentrated in areas like Apgujeong-dong and Cheongdam-dong in Seoul, and recently, many well-known beauty salons have started installing spa facilities.