In a celebration of their shared sauna culture, Estonia and Finland have established a new Guinness World Record for the “Most Photos of People in Saunas Posted on Facebook in One Hour.” The record was set on International Sauna Day, June 8, 2024, when participants uploaded a total of 3,909 sauna photos during the designated hour, with 3,602 officially counted toward the record.
Thousands joined the effort, sharing their sauna experiences between 7:00 PM and 8:00 PM local time in Finland and Estonia. To qualify, each image had to depict a person seated in a sauna with all private areas appropriately covered. The record attempt was organized through a dedicated Facebook group, showcasing the rich sauna traditions of both nations.
“This was a unique and exciting event for Estonia. While Finland has broken sauna-related records in the past, no one had attempted something of this scale. It was only natural for two sauna-loving nations to collaborate for this achievement,” said Anneli Lepp, Director of Visit Estonia and one of the event’s organizers.
Although the record was a joint effort between Estonia and Finland, the event attracted global participation. While Estonians and Finns led the charge, nearly 300 photos were submitted from Latvia, with contributions coming from 47 countries across six continents. Notable entries were received from as far away as Thailand, New Zealand, and Japan, where Finnish-style saunas are becoming increasingly popular.
“It’s wonderful to see how sauna culture resonates with people all over the world. The sauna is deeply rooted in Finnish and Estonian life, and its appeal is growing internationally,” commented Heli Jimenez, Senior Director at Visit Finland. “The word ‘sauna’ is the most widely adopted Finnish word globally, and this tradition is a cornerstone of Finland’s cultural identity.”
The process of verifying the photos was complex. Lea Sudakova, a lecturer at Estonia’s University of Life Sciences and official Guinness World Records adjudicator, oversaw the verification process. “It was both challenging and fun. We received more than one photo per second during the hour, and at times, the internet slowed down due to the sheer volume of uploads,” she said.
Although some participants missed the time limit, all submitted photos were meticulously reviewed, with only those meeting Guinness’ stringent criteria counted. “The joy of sauna was evident in every picture,” Sudakova added, noting the efforts made by many sauna communities to capture their experiences.
This record-breaking event underscores the cultural significance of the sauna in both Finland and Estonia, where sauna traditions have been recognized by UNESCO as part of humanity’s intangible cultural heritage. Sauna Day, celebrated annually on the second Saturday in June, originated in Finland in 1986, and this year’s achievement brought global attention to the tradition.
Guinness World Records judge Seyda Subasi-Gemici praised the creativity and enthusiasm behind the attempt. “We always appreciate the ingenuity people bring to their record attempts, and this sauna challenge is a perfect example of that. It was amazing to witness the global love for sauna culture,” she remarked.
Building on this year’s success, the organizers are already considering a repeat of the event, with the possibility of setting an even higher record next year. “We hope to increase international participation and invite sauna lovers from around the world to join us on Sauna Day,” Lepp said. “One thing is certain: our sauna tradition is strong, and it has much to offer the world.”
The event was organized by Visit Estonia in partnership with the Finnish Sauna Society, Visit Finland, the International Sauna Association (ISA), and the Estonian Rural Tourism Organization, Maaturism.
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