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Purpose The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna. Design/methodology/approach Data collection comprised semi-structured interviews with Finnish local residents and entrepreneurs; these were supplemented with secondary data including books, articles, advertisements and documents referencing sauna in thedoi:10.1108/jpmd-12-2019-0109 fatcat:v5lvagh7hjc4nm7ze2r7syi4lu