Apr 22, 2025 (News On Japan) - A growing number of Japanese gravure idols—models known for their swimsuit photo shoots—are entering the sauna world, fueling a new entertainment trend known as "nettobashi" (heatwave shows). These events feature the idols dressed in swimsuits, vigorously fanning heat across sauna-goers in steamy venues packed with excited fans.
One of the most high-profile figures in this movement is Jun Amaki, a popular gravure model praised for her “2D-like” proportions. At a recent event, Amaki performed a full set of 13 rounds of heat fanning in a swimsuit, with fans lining up for over three hours. Organizers had to turn people away as the venue quickly reached full capacity.
Behind the rise of this phenomenon is a cultural synergy: saunas naturally feature elements that resonate with gravure photography—swimsuits, sweat, and intense facial expressions. According to Kenji Tanabe, a former magazine editor and sauna content creator, the compatibility between gravure and sauna culture is "a kind of invention."
Amaki, who holds multiple sauna-related certifications and often visits saunas on her own, emphasized that her performances are not about providing adult entertainment. "I’m not doing this to offer sexual services. I’m here to make sure people enjoy the sauna experience," she said. When asked whether she considers herself a “business saunner”—a term used for people who only claim to like saunas for work—she flatly denied it.
Still, the rise of business saunners is becoming more visible. Gravure model Shiori Nakane, 24, candidly admitted she doesn't like heat or cold, rarely enters ice baths, and primarily goes to saunas to take appealing photos. She added, "Honestly, I’m not into saunas, but wearing swimsuits and posting photos helps connect with fans and leads to work." She even considered taking heatwave certification exams but gave up, saying, "I can’t handle doing three rounds a day."
This honest divide between genuine sauna enthusiasts and business-savvy performers has sparked debate within the gravure and sauna communities. While some fans appreciate transparency, others argue that marketing sauna-themed gravure as authenticity could be misleading.
Tanabe pointed out that although saunas have traditionally catered to older men, recent years have seen a boom in women-focused facilities featuring aromatherapy and stylish interiors. This expansion of sauna culture has created space for new demographics, including young women and entertainers.
Industry insiders note that sauna shoots are now among the top three go-to locations for gravure photo shoots, alongside abandoned buildings and bar counters. The aesthetic match between steam, swimsuits, and sweat has helped cement saunas as a gravure staple, regardless of performers’ personal affinity for the heat.
While the trend continues to gain momentum, the conversation has shifted beyond just fanservice or visual appeal. It now includes broader questions about authenticity, image crafting, and how gravure idols navigate public expectations in a digital age.
Source: ABEMAニュース
