#Japan #Osaka #BEAMS JAPAN #Street Fighter II #Edmond Honda

The Hottest Summer Event at the Sento: Street Fighter II Collaboration!

The popular game Street Fighter II is stepping into the world of traditional Japanese sento (public bathhouses) this summer with the launch of "Sento Recommendations 2025: Osaka/Kansai Edition." Running from August 7 to September 30, this exciting collaboration brings together BEAMS JAPAN, Cow Soap, and Capcom, creating an immersive experience that highlights the vibrant sento culture of Japan. Featuring Edmond Honda, a character beloved not only for his gaming prowess but also his love for sentos, this event aims to attract both gamers and those unfamiliar with the charm of sento.

Celebrating Sento Culture with Edmond Honda

Edmond Honda, who proudly calls the sento "Honda-yu" his home stage in the game, is the face of this year's event. The promotional visuals depict Honda joyously enjoying a sento visit alongside another iconic character, Ryu, after a thrilling match. These visuals will be beautifully showcased at the Utopia Shiratama Onsen's lobby in Osaka, which serves as a central hub for the event.

Expect more than just stunning visuals: the sento will also feature traditional sento art that emphasizes the importance of community and communication, creating an inviting atmosphere for all attendees.

Special Norens to Mark Your Sento Experience

In a nod to traditional sento culture, specially designed norens (fabric dividers) featuring Edmond Honda will be displayed at approximately 160 sentos throughout Osaka. This iconic element serves as both a symbol of the event and a welcome reminder of the rich culture surrounding Japanese baths. Make sure to visit a nearby sento to see these stunning designs!

Comments from Capcom

A representative from Capcom enthusiastically shares their excitement about this collaboration: "From the moment we received the proposal to work with Cow Soap and BEAMS JAPAN, we were thrilled! It’s wonderful that we can promote the enjoyment of Japan’s iconic sento culture through gaming. We hope this event encourages more people to engage with both sentos and Street Fighter II!"

Event Details: Sento Recommendations 2025

Organizers: Cow Soap Co., Ltd. & BEAMS JAPAN
Collaboration: Capcom
Supported By: Osaka Public Bath Industry Association & Osaka Tourism Bureau
Event Period: August 7, 2025 - September 30, 2025

What to Expect:

• - Stunningly decorated sentos with original art!
• - A special gaming arcade set up in the lounge area of Utopia Shiratama Onsen. Experience the thrill of sharing a bath and a game!
• - Exclusive norens and traditional sento artworks display at 160 locations in Osaka.
• - A stamp rally across 160 participating sentos, offering unique merchandise to the first 4,500 participants who collect stamps from 12 different establishments.

To participate, guests can pick up or download a stamp card from the sento or across designated platforms.

Special Merchandise Available

The event will release a range of limited-edition items, including:

• - E. Honda T-shirts for 7,150 yen
• - Cow brand apparel
• - Sauna hats and hand towels
• - And more!

In parallel, pop-up shops at three BEAMS locations will feature event merchandise available for collectors and enthusiasts.

A Deeper Look at the Sento Culture Project

The Sento Recommendations project, born out of a partnership between Cow Soap and BEAMS JAPAN, aims to keep the honor of traditional bath culture alive while promoting community engagement and enjoyment. This initiative also seeks to draw in younger generations and offer them reasons to explore the charm of sentos, ensuring that this cornerstone of Japanese culture continues to thrive for years to come.

About BEAMS JAPAN

Founded in 2016, BEAMS JAPAN is devoted to sharing Japan’s unique cultural stories and products with the world, including collaborations with various regions and entities to foster greater appreciation for local craftsmanship.

About Cow Soap Co., Ltd.

Established in 1909, Cow Soap continues to prioritize quality while adapting to modern needs, offering a wide range of personal care products and maintaining its long-standing commitment to customer satisfaction.

So mark your calendars for this summer's biggest sento experience and get ready to enjoy the rich synergy of gaming and traditional Japanese culture!