#Japan #Osaka #Cow Soap #Sento no Susume #BEAMS JAPAN

Dive into the Japanese Sento Culture: Sento no Susume 2025 in Osaka

As the world shifts its gaze towards Osaka, the rich culture of Japanese sento, or public baths, is set to take center stage with the announcement of 'Sento no Susume 2025 – Osaka and Kansai Edition.' This vibrant initiative is a collaborative effort between BEAMS JAPAN and Cow Soap, two companies dedicated to celebrating and sharing Japan's unique cultural experiences.

The Event Overview

Scheduled to take place from August 7 to September 30, 2025, this project aims to encourage both domestic and international audiences to explore the warmth and community spirit of local sento. Having started in 2019 in Tokyo, the 'Sento no Susume' project has successfully grown and now invites participants for the second time in Osaka. This edition will highlight the social aspect of sento, where strangers can connect and interact, thereby creating a platform for engaging content that resonates with the local culture.

Features of Sento no Susume 2025

The Osaka and Kansai edition will include:

• - Decoration of a Local Sento: One selected sento in Osaka will be transformed with creative original decor that embodies the essence of community and relaxation.
• - Stamp Rally Across 160 Sento: Approximately 160 sento in Osaka will display unique noren (traditional fabric dividers), encouraging patrons to participate in a fun stamp rally experience.
• - Exclusive Merchandise: Special collaboration items themed around the event will be available for purchase, allowing visitors to take a piece of the experience home.

For additional updates and event details, visitors can check the special webpage launching in June 2025 at Cow Soap Special Page.

Past Success Stories

'Sento no Susume' has a rich history of successful installments:

• - First Edition (2019, Tokyo): Collaborating with illustrator Yu Nagaba, the inaugural event showcased sento from over 550 locations, winning a Good Design Award in 2020.
• - Second Edition (2021, Tokyo): Focusing on sports, notable illustrator Mari Yamazaki created unique designs for sento art, along with a 'Sento Run' event, blending fitness with cultural exploration.
• - Third Edition (2022, Osaka): This edition saw sento paired with urban sports themes by renowned graffiti artist COOK across approximately 150 sento.
• - Fourth Edition (2024, Tokyo): A unique collaboration with the Toei Bus, featuring specially designed buses, highlighted the nexus of public transportation and sento experiences.

Project Goals

The 'Sento no Susume' initiative is guided by the philosophy of Cow Soap—aiming for everlasting kindness through the preservation of bath culture, commitment to local contributions, and support for sports. The intent behind this project is to adapt to the evolving landscape of bath culture while ensuring that its core essence as a community gathering spot remains intact.

By promoting this cultural experience, the project hopes to inspire a new generation, especially younger individuals who might be less familiar with sento, to engage with this rich tradition and its nurturing ambiance.

About BEAMS JAPAN

Since its inception in 2016, BEAMS JAPAN has focused on showcasing Japan's appeal through various products, traditional crafts, and contemporary art. Collaborating with municipalities across Japan, it aims to connect locals and tourists with Japan's unique culture through events and product launches. With a presence in cities including Shinjuku, Shibuya, and Kyoto, BEAMS JAPAN continues to blend tradition with modernity in its offerings.

About Cow Soap

Founded in 1909, Cow Soap has a long history of creating quality products geared towards beauty and cleanliness. Its enduring commitment to customer-centric production, alongside innovation in body care and other personal care products, enables it to maintain a strong market position. The brand's focus on quality and sustainability ensures that it remains relevant in today's fast-paced consumer world. You can explore more about their offerings at Cow Soap Official Site.

In conclusion, 'Sento no Susume 2025 – Osaka and Kansai Edition' promises to be a landmark event for both bath enthusiasts and newcomers alike, uplifting the spirits of community gathering, relaxation, and cultural appreciation in the heart of Japan.