The Business of Capitalizing on Culture: Onsen Industry in Japan

 Japanese Onsen has been around for thousands of years. In Japanese “onsen” means hot spring. For many it also means spiritual and physical healing through the use of natural minerals. For tourists, it sparks interest as many are not used to nude bathing with strangers. However, Japanese onsen represents the continuation of tradition through prosperous businesses. Throughout this research paper, there is a discussion on history, globalization, and how the onsen industry has stayed alive through adversities. An emphasis on their culture and values is made as the onsen industry has created a prominent business that valued Japanese tradition above all else. Japan is keeping itself  “Japan” while also capitalizing and globalizing its culture.