Would you take the icy plunge?

High demand: Ice bath product provider Tundra Ice Bath has seen a 300% increase in sales from Q1 to Q2 in 2023. — The Straits Times/ANN

When influencer Chow Jia Hui took her first dip in an ice bath at a local wellness centre, she was utterly stunned by the frigid water.

“I felt a pain jolt throughout my body, yet I fought the knee-jerk reaction to hop right out of the bath, and my first attempt lasted a grand 13 seconds,” said the 26-year-old.