#Japan #Nakano #One Breath #Criacao Shinjuku #Matsumoto Yu

A Vibrant Community Revitalization Model Through Sento and Sports

In an exciting new initiative, Criação Shinjuku, a JFL soccer club, is partnering with Matsumoto Yu, a historic 90-year-old sento in Nakano, Tokyo, and ONE BREATH, a sports beauty brand. This collaboration aims to revitalize the community by promoting health and wellness while creating innovative connections among sports, sento culture, and beauty.

The Project's Unique Vision

At the core of this initiative lies the concept of "arranging"—a shared value that encapsulates sports, sento, and beauty. Athletes engage in intense physical training, recover in the soothing waters of the sento, and rejuvenate their bodies with beauty care. This synergy aims to enhance the overall energy of the neighborhood, fostering a lively and healthy atmosphere for both athletes and local residents.

Throughout the project, special videos featuring Criação Shinjuku's athletes, including stars like Yuki Akai and Seiji Imai, will be showcased on large screens inside the sento. Bathers will have the chance to engage with these inspiring visuals, merging their relaxation time with the drive and perseverance of the athletes.

Additionally, after their baths, visitors will receive bespoke conditioning care suggestions, seamlessly expanding the recovery focus from sports to everyday relaxation rituals. Spaces within the sento will also feature ONE BREATH's conditioning care products, allowing patrons to experience firsthand the benefits they offer.

Transforming Sento into Community Recovery Hubs

Recognized as a vital part of local culture over the last nine decades, Matsumoto Yu has consistently provided a modern twist on the traditional bathhouse experience. Meanwhile, Criação Shinjuku, as a community-focused soccer team, furthers urban development through sports. ONE BREATH complements this by focusing on skincare solutions tailored to the active lifestyles of today’s citizens.

This partnership goes beyond simple collaboration; it creates a platform where the passions of three distinct entities come together, enhancing community ties. Bath enthusiasts will connect with fans of beauty, who, in turn, will find new interests in soccer, and vice versa. This cross-pollination of interests will evolve into a stronger sense of support, generating energy for the city.

By positioning the sento as a recovery hub and the soccer club as the city's emblem, this initiative seeks to integrate a culture of conditioning deeply rooted in the community. This marks the emergence of a groundbreaking concept of local wellness that appeals to the interests of citizens across all ages.

Bridging Generational Gaps

Matsumoto Yu has long been a pillar of support for the community, while Criação Shinjuku nurtures young talent through its academy, focusing on future growth. This cross-generation cooperation within the cozy atmosphere of a sento encourages conversations and connections, fostering stronger community engagement.

Residents who meet and chat at the bath may later find themselves cheering for the same team at a stadium. Such a harmonious cycle of human interactions is the vision for the future of this initiative.

Future Prospects

This project is not merely a temporary campaign. It aims to establish a permanent community model where sports, culture, and beauty seamlessly intertwine.

Project Overview

• - Location: Matsumoto Yu (Nakano, Tokyo)
• - Duration: March 1, 2026, – March 15, 2026
• - Activities: Special athlete videos will be displayed on large screens in the bathing area alongside promotional initiatives.

About Matsumoto Yu

Founded in 1936 and celebrating its 90th anniversary in 2026, Matsumoto Yu is an iconic sento in Nakano, Tokyo. In 2021, it completed a major renovation, achieving its funding goals through crowdfunding in just a day. It combines traditional sento culture with modern design and facilities, drawing support from various generations through its high-quality bathing experiences.

Address: 5-29-12 Higashi-Nakano, Nakano City, Tokyo 164-0003
Operating Hours: Weekdays and Saturdays: 14:00 – 24:00, Sundays: 8:00 – 12:00 and 15:00 – 24:00
Closed: Thursdays (open on holidays with a compensatory closure the following day).

Access: Approx. 8-minute walk from Higashi-Nakano Station (JR Sobu Line), 3 minutes from Ochiai Station (Tokyo Metro Tozai Line).

About Criação Shinjuku

Established in 2005, Criação Shinjuku evolved from a university soccer circle into a prominent JFL team. Its name symbolizes “creation” in Portuguese, reflecting the club's mission to integrate deeply with the local community. The team continues to expand its engagement through cultural collaborations and community service initiatives.

About ONE BREATH

ONE BREATH is a conditioning skincare brand that bridges sports and beauty, promoting wellness even in high-impact scenarios. It is designed for active lifestyles, focusing on recovery and comfortable skin maintenance. Their innovative products are the result of athlete insights, ensuring comfort and care for modern users.

This collaborative venture hopes to transform not just how people perceive sento but how they engage with their community's offerings. As it unfolds, it promises a refreshed culture of well-being shared by all.