The Social Hotelier · 2026-10-29 · 19 min
Key moments - from our scoring
Substance score
37 / 100
Five dimensions, 20 points each
Studio Puisto, a Helsinki-based architecture firm, has completed Tsudoi, its first sauna project in Japan, located in Fukui prefecture near a 220-year-old sake distillery along the Kuzurui River. The project represents a deliberate fusion of Finnish sauna mentality - centered on relaxation and community - with Japanese craftsmanship and local materials. Hokuta explains how the riverside location shaped two distinct saunas: Wohu (meaning powerful water movement, positioned by rapids) and Rauha (meaning silence, in the calm delta area). The design incorporates local wood species like momiji and keyaki, Fukui stone in contrasting blue and yellow tones, and traditionally crafted Japanese ceramic baths rather than standard fixtures. The owner, sake distillery proprietor Mizuna san, initially wanted a basic sauna but was transformed by experiencing Finnish sauna culture firsthand at a conference in Finland, ultimately embracing the philosophy of togetherness (tsudoi in Japanese) over competitive endurance. This project positions Studio Puisto for expansion across Asia, having recently established a collaboration with Tokyo-based design firm Artless Inc., with additional projects developing in Korea, China, and the Philippines. For hospitality operators, the episode illuminates how authentic cultural integration, local storytelling, and conscious material selection create destinations that prioritize genuine human connection over commodified wellness.
Hosted by Sam-Erik Ruttmann. The show scores 64.7/100 on substance across its analysed episodes. See the full show profile.
Tsudoi is a new Finnish sauna destination designed by Studio Puisto in Fukui, Japan, near a 220-year-old sake distillery along the Kuzurui River, opening in late 2024 as a wellness experience blending Finnish and Japanese traditions.
The river's geography created two distinct soundscapes: rapids on one side (loud, dynamic) and a delta area (silent, still), which inspired the naming of the two saunas - Wohu (powerful water movement) and Rauha (silence) - and their respective positioning on the site.
Rather than Finnish aspen wood, the saunas use local Japanese wood species (momiji and keyaki), Fukui stone in blue and yellow tones, and traditionally crafted Japanese ceramic baths made using traditional ceramic-making techniques.
After attending a sauna conference in Finland and experiencing the Finnish sauna culture of relaxation and togetherness, the owner Mizuna san shifted from wanting a competitive sport-oriented sauna to embracing the wellness and community-focused philosophy central to Finnish sauna tradition.
Studio Puisto has formed a collaboration with Tokyo-based design and branding firm Artless Inc., establishing a formal presence in Japan while pursuing additional projects across Korea, China, and the Philippines.
Our reviewer’s read on each dimension, with quotes from the episode.
The episode is primarily a celebratory project check-in with a handful of genuine cultural observations (Finnish vs. Japanese sauna philosophy, soundscape-driven naming) but the ratio of actual insight to narrative filler is poor. Most of the content is anecdote or vague wellness philosophy rather than actionable learning.
in Finnish sauna it's more about relaxing and being together
sauna is about contrast
The contrast between Japanese sauna culture as a competitive sport and Finnish sauna as a mentality of relaxation is a genuinely interesting observation but is never interrogated deeply. The rest defaults to well-worn hospitality tropes about presence, mindfulness, and storytelling.
It's more of a uh. Sort of like a sports uh activity doing sauna. So how long can you stay and like how many times can you go
being present in that time is something that uh, maybe has shifted off a bit from the hospitality because we're very connected all the time
The guest is a genuine practitioner - a working architect who has just opened a real international project - giving him credibility over a pure thought leader, but his domain expertise in architecture and sauna design is only tangentially relevant to the broader B2B hospitality operator audience.
Studio Puisto is working uh, globally in different countries
we've just uh, um, agreed, um, collaboration with the Japanese, um, branding design office, Artless Inc.
The episode supplies good geographical and material specifics (wood species, regional stone, river features, 220-year-old sake distillery) but contains zero business metrics, no market sizing, no financial data, and no operational benchmarks a B2B operator could apply.
Over 220 years old sake distillery in Kukui
I got an Excel sheet from uh, different sauna materials, uh, from our local partner Shimada san
The host lobs broad, leading questions and never challenges any claim or asks a precise follow-up. The interview has a PR-celebration tone throughout - the guest even compliments the host mid-conversation - and there is no productive tension or probing of business logic.
what can like this uh hospitality leaders learn from each other about craftsmanship, simplicity, sustainability and creating experience that leaves the everlasting impact
I said this was my last question but actually I have one more which is the final question
Computed from the transcript - who did the talking, and the words that came up most.
The Secret Behind Japan's Next Wellness Destination What happens when Finnish sauna culture meets Japanese craftsmanship, wellness design, and destination development? In this episode of The Social Hotelier, host Sam-Erik Ruttmann speaks with Heikki Riitahuhta, Partner at @studiopuisto3459 Puisto Architects, from Helsinki, Finland, at the opening of Studio Puisto's first Japanese sauna project. Together, they explore how architecture, storytelling, hospitality, wellness, and cultural exchange are shaping the future of destination development. From the riverside landscapes of Eshikoto and the Kuzuryu River to the concept of Chodoi (Togetherness), this conversation reveals how authentic experiences, craftsmanship, sustainability, and human connection can transform hospitality destinations into globally recognized wellness brands. Whether you're a hospitality leader, hotel developer, architect, investor, destination marketer, or entrepreneur, this episode offers valuable insights into experiential design, wellness tourism, luxury hospitality, cultural storytelling, and creating places that guests never forget.
Transcribed and scored by The B2B Podcast Index.
Speaker A: Twas many nights before Christmas and one woman knew she needed a tree. So to Wayfair she flew. She found more decor and added to cart. Merry Christmas to all. Get your Wayfair head start for holiday decor you can count on. Wayfair delivers.
Speaker B: You are listening to the Social Hotelier Show, a uh, podcast that inspires hoteliers to create meaningful and memorable experiences for their customers in pursuit of their passion. We share our views and experiences relating to hospitality, technological trends and also relating to humanity. Here is your host Sam Eric Ruttman.
Speaker C: Hello and welcome to this section from uh, the Social Hotelier. I m am with Heiki Rita Hokuta who is the partner of Studio Poestarchitects and he's in Japan at the moment and he has some exciting news. So Heike tell us a little bit about what you're doing and why you went to Japan.
Speaker D: Well thank you Samer. Good to be in your podcast finally. First of all, uh, yeah I'm uh, in Fukui, uh, uh it's a little bit over a three hour Shinkansen uh ride from Tokyo and um, we're just opening a new sauna here, ah, designed by Studio Puisto together with uh, local partners and um, big festivities today here um, in Pukui.
Speaker C: So how did this come about? I mean uh, you are based in Helsinki and now you are in Japan. What was that trigger that you give the opportunity?
Speaker D: Well of course Studio Puisto is working uh, globally in different countries but Japan, uh, um, there's been a very nice program from Business Finland, uh, uh, facilitating kind of like sauna sauna design and sauna related products and marketing to Japan and that's helped us also forward here. Um, so that's maybe how everything started. But uh, uh so we've met a lot of uh, Japanese partners um in Finland and also here in Japan. And this is the first project that we really started. Uh, it's a very remarkable project. Uh the area is called Eishikoto, uh and it's uh, the owner or destination for a very famous sake brand uh here in Japan. Over 220 years old sake distillery in Kukui.
Speaker C: So the location is by a river, am I correct? Uh, Kuzurui River.
Speaker D: Yes, Kuzurui River.
Speaker C: Okay. So uh, what role did the Kusarui river and the surrounding landscape play in shaping the architecture and the atmosphere of the sauna that you have created?
Speaker D: Well it was really essential actually uh, here uh, on this site, um, uh we were really fascinated about the soundscape of um the site, um so there's a rapid in the Kuzurui river, uh, on the other side of the site, which is actually making quite a lot of uh, sound, uh, for the background. And then remarkably, on the other side of the site, uh, it's completely silent and still because there's a delta in the river. And um, that's why it's really, really uh, silent on that side. And um, this is how actually already on our first site visit, we actually decided the names of the sauna. Um, the first one being wohu, uh, which means powerful movement of water. So that's uh, next to the rapid. And then Rauha, which is on the more silent part of the site. Um, and right now I'm sitting in or standing in front of the rawha named Sauna.
Speaker C: Very good. So interesting that how did you bring together Finnish sauna traditions and the uh, Japanese culture to create this experience that feels authentic to both countries?
Speaker D: Well, um, in here really like our mission was to create a Finnish sauna, uh, to Japan. And one of the first ones, um, but of course it's blending the culture from the local part. So for example, one example is the wood species that we use inside the sauna. So of course, uh, in Finland uh, we would use something different. Um, for example aspen. Uh, and in here we wanted to use the local wood. So in this sauna we're using mommy. Uh, and on the other one, uh, Keiyaki. And um, it was quite nice that the Japanese team is actually very persistent on looking at the numbers. So I got an Excel sheet from uh, different sauna materials, uh, from our local partner Shimada san, uh, who has a design, uh, studio called Sauna or um, Sauna Idea. And then, uh, so that's one way of having the local aspect to things. Then we have beautiful uh, stone from the region, uh, Fukui stone. Uh, it's a little bit bluish. So that's uh, actually also in this sauna. And in the other one we have a little bit yellowish stone which is cut really nicely and the stone garden in front of the house. So that um, the arrival experience is superb here, uh, going through the old maze, kind of like a masonry or old uh, stone garden or made from old stone, but made to this side. And then here, um, next to me is also the Mizu buro. So the um, cold and hot bath. Uh, so they are actually made with the traditional. I've never seen this hub, ah, done before, but made from uh, Japanese ceramics. Um, okay. I can't remember the word for it but Anyway, with the traditional uh ceramic making, um way.
Speaker C: Okay, what you're describing really I would maybe use the word conscious hospitality. And how can this like this kind of project that uh you have designed uh to redefine hospitality by placing well being, nature, human connections at the center of the guest experience.
Speaker D: I think the owner said it very nicely that um he wanted to build a sauna. But then actually uh, we already worked on the concept and then he came to Finland um where there was a sauna conference. Uh and he in a way completely changed his mind about uh what sauna or what finish sauna is. And he said that it's a mentality of uh, uh relaxing. And uh. This is not somehow like how Japanese many times see it. It's more of a uh. Sort of like a sports uh activity doing sauna. So how long can you stay and like how many times can you go and how, how heated it is and how many times we go to the cold plunge. Uh, he was a little bit describing that this easily becomes the mentality. Uh and he said that in Finnish sauna it's more about relaxing and being together. Um and I was very, very pleased to actually. So the saunas are named uh, with the Finnish names Rauhan Puahu, um but the name of the sauna is Tsudoi and uh, that uh. And then it means actually together. And uh. The owner explained that one part of it was that when they came to the sauna conference in Finland, um he wanted to see some of the studio booster projects and we traveled quite a lot, uh, uh to see them. It uh was like maybe 1000km in uh 1 1/2 days that we drove and um, went to see several of the projects. And then uh. Because um in Orabi there was no restaurant open uh during that time of the year. So um. We actually cooked together. Um, um. So our uh co worker Mayumi San was working uh or helping and then Laura San from Business Finland. So I was cooking dinner for everybody and also making the breakfast. Uh and he said that that was such a big example that he wanted to have some of that culture in his Japanese sauna. And he said that actually today described um in the press um happening that um. He got everything he wanted from this sound. I'm really happy about it. So it was really nice to hear uh the story of Chudoi, uh uh, arriving here, uh when he picked me up from the uh train section.
Speaker C: Very good. So kind of leads me to the kind of final questions. How can a project like Sudoi help transform Destinations such as echikoto into international recognized wellness and hospitality destination. Because after all togetherness means also hospitality.
Speaker D: Yes, yes it is. Well um, I think um, maybe maybe the big part about sauna and hospitality is actually just being present in the moment. So um, some people take their phone into the sauna but maybe most of us don't. So that's. Those are one of the only moments that we can actually just be enjoy um the views around us, enjoy uh, the warmth and then again the cold uh sauna is about contrast. Um, and sauna can be really quiet. So just a little bit being by yourself and meditating or uh, just looking at the views around you, just concentrate on this moment. Or for example for me sauna is very much about to do being together uh, with my friends or with uh, colleagues. Um, so I think this being present in that time is something that uh, maybe has shifted off a bit from the hospitality because we're very connected all the time. So it's very hard to stay, stay um in the moment and even beautiful and pretty places, uh, you concentrate on taking the beautiful beautiful um photos and maybe miss out on the experience and just relaxing. So maybe this is something that uh uh something projects something like this can bring to. Yeah, I think
Speaker C: I said this was my last question but actually I have one more which is the final question. And um, uh because this uh episode is going to be viewed around the world by people in hospitality and uh. So from your point of view and your experience what can like this uh hospitality leaders learn from each other about craftsmanship, simplicity, sustainability and creating experience that leaves the everlasting impact because that kind of gives a long uh lasting, maybe a legacy to a project.
Speaker D: Well uh, I think for example in this project you can really see like beautiful craftsmanship and definitely doesn't happen uh all the time in the projects. Of course there's budgets and Excel sheets and uh, so on. But somehow you are creating something a little bit uh, longer than just the 10 year lease plan in a way. So it would be nice to see uh, more of the story behind it and doesn't always mean that it's expensive. Uh so actually just thinking of the story and what you like to create, uh, so that's the sake, uh distillery owner Mizuna san uh wanted to create a beautiful sauna experience and that you can see that in all of it. That somehow he went um, um further than many people that um, for example just all the materials but um, all the art that is here. He took a designer from Finland to uh Work on the project to bring another aspect that would necessarily not happen in the projects.
Speaker C: Yeah. Does this um, project, uh, being the first that you're completing, does this have an impact on uh, the presence of Studio Puisto in Japan?
Speaker D: Yeah, um, well, um, really, really, uh, nice news. Going to show a bit of the exterior at the same time. Um, so
Speaker C: we see only half of your face. Heck, if you lift up the camera
Speaker D: a
Speaker C: little bit,
Speaker D: my, my arm is not long enough.
Speaker C: Okay. Oh,
Speaker D: but anyway, so, so um, yes, it's, it's interesting times. We're actually, we've just uh, um, agreed, um, collaboration with the Japanese, um, branding design office, Artless Inc. Um, and so we have a presence in Tokyo nowadays. And that's something that uh, I came to also here in Japan, uh, in a way open, um, or collaboration. Uh, and then um, we're looking forward to new projects here together with Artless or other collaborators and really happy about just around what we've been working in Korea, uh, quite a lot, uh, now, um, maybe in Philippines, uh, there's projects going on in China, uh, so somehow very excited about uh, the possibilities, um, here and just globally and I think um, somehow um, what you asked that what can we bring to the hospitality is like the original hospitality and uh, uh, same. You're the master who has uh, taught me always from the moment we met that uh, you can only create the arrival experience once. So arrival experience, sleeping experience, beautiful dining and wellness experiences. That's something that um, hospitality is needing every day more and more. And the original stories, uh, not only in the speeches but in reality as well, bringing the local culture in.
Speaker C: Well, thank you Heikim. This has been some great news about the first project and also great news about uh, uh, having a second office or address with a company in Tokyo. So congratulations and uh, enjoy the rest of your time and uh, if we have an opportunity, we might do another quick episode before you leave Japan. But all the best and have a good rest.
Speaker D: Yes, thank you. And actually good news is that finally now we've been showing it to everybody. Finally. Actually I'm going right after to the sauna. So finally I can test uh, the sauna in real life and leave my mobile phone outside.
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