건마
- 돌쇠 김
- 10월 1일
- 4분 분량
1. the nightscape of the street and the shadow of the massage shop
When the sun goes down and the city lights begin to twinkle, the streets of Nonhyeon-dong reveal a different face from the daytime. Signage lights are added between luxury cafes and clothing stores, and neon signs of stores that are open all night are twinkling. This dark time period is also a time to stimulate people's desire to unwind from the tension that they had buried during the day.
The small massages that step into the crevice — exist as spaces to embrace people's fatigue and emotional well-being. The sign at your door usually touts "dry massage," "sweedy" and "Aroma care," with the reservation phone number looming large. A gently illuminated hallway, music is played at a calmer and lower volume than during the day.
These establishments are different from daytime spas. They tend to be more accessible and less exposed to patrons or advertisements. Customers are mostly nearby office workers, regular customers, or many who see the number while passing by. They often visit for the purpose of "breathtaking," and there are many short-term and intermittent patterns of visits.
2. The composition and atmosphere of the establishment
The following atmosphere and structural characteristics stand out in common when looking at dry horse shops in Nonhyeon-dong:
a small, cozy room
There are more rooms the size of one or two rooms than spacious spaces like a large spa. The interior of the room uses lower lighting, calming colors, and scented candles or diffusers to reduce tension and create comfort.
reservation-oriented operation
Advance reservations are mandatory for many businesses. It's difficult to get in right away, and it's common to make a reservation by phone or text message before visiting.
Course Diversity + Time Options
There are several time options, including 60, 75, 90 and 120 minutes, and there are courses that combine dry courses with aroma, sports, and hotel-type management. For example, "Caispa" has a course that combines dry, aromatic, sports, and hotel-style management, and offers day/night discounts.
It's cool
In addition, there are places that offer free services (drinks, ramen, Chapagetti, etc.), sleeping rooms, morning calls, and shower rooms as additional conditions, so there is a wide range of experiences.
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Liquidity of Operating Hours
On the surface, the phrase "24 hours, 24 hours a day" appears, but in reality, the phone is off → random holidays, closing certain hours, etc. Especially during early morning hours, the store is uncertain whether it will be open or not.
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the liquidity and premium of a place
Nonhyeon-dong is a commercial area, and the rental cost and premium of the store are considerable. Massage and therapy businesses are no exception, so there is a reality that small shops in a good location have a high rent and premium burden. In fact, if you look at the information on the sale of Nonhyeon-dong shopping malls, advertisements often appear that "the massage shop is renting a shopping mall," and the premium is often set high for sales in the core commercial district.
3. Sections of User Experience — Expectations and Reality
When you look at the reviews and experiences of those who actually used the massage parlors, there is clearly a gap between expectation and reality. This gap sometimes leads to disappointment and anxiety.
expectation factor
Appropriateness and Technique of Pressure
There are many requests for "proper pressure" and "in-depth massages." Good managers should be able to quickly identify the client's body shape, muscle condition, and tension and flexibly adjust pressure.
The atmosphere and the sense of immersion
Dark lighting, soft music, stable temperature, scent, etc. assist in immersion. Only when these elements are neatly prepared can the sense of 'healing' be realized.
privacy and comfort
If the room is too small or poorly soundproof, you will feel anxious and lose your immersion. Sleeping rooms, atmosphere in waiting rooms, and waiting areas also play an important role.
a real problem
Cleanliness and control levels
Hygienic conditions, such as rooms, beds, sheets, and body towels, may not meet expectations. If proper cleaning is not done or the smell gives an old feeling, satisfaction with using it will drop significantly.
Force additional costs or options
In the middle of therapy, "special management," "extension," and "additional area management" are often recommended, but users often feel embarrassed or burdened.
the gap between advertising and reality
There are many exaggerated phrases such as "top-of-the-line" and "top-of-the-line" on the website or advertisement, but the actual manager may have less experience or less sophisticated atmosphere.
Late/non-booking
There are many notices that reservation times are not strict or that they are automatically canceled when they are late. In addition, there are cases where the phone is turned off to close, so actual visits are not possible.
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4. social views and ethical issues
The dry horse industry has ethical and legal tensions beyond simple massage services.
Risk of illegal sexual service linkage
Under the name of dry massage, illegal services that can be intervened are always on the lookout. Some businesses and brokerage platforms use expressions that are openly tempting, and excessive demands may occur during actual visits.
conflicts with local residents
When the floating population increases during the night, noise, images of nearby commercial districts, and security issues can cause friction with local residents. Some residents and local groups are also wary of massager density.
Regulation and control
Local governments, police, and health authorities sometimes crack down on illegal activities at massage parlors. Unauthorized businesses or prostitution-linked businesses may be subject to punishment.
the issue of the treatment of business owners and workers
The manager's working hours, breaks, and profit distribution structure may not be fair, and the irregular employment and wage system may be pointed out as a problem.
5. Suggestions and Imagination from a New Perspective
Nonhyeon-dong's dry horse culture is not just a level of consumption, but also a scene that reflects the temperature of people's bodies and minds, the accumulation of stress, and the speed and limits of the city center.
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