#Japan #Nishiarai #Wakas Corp #Horitayu #Bathing Culture

Wakas Corporation's Bold New Step in the Bathing Industry

Wakas Corporation, known for operating the traditional bathhouse Horitayu in Nishiarai, has announced its latest venture into a pioneering bathing business. This new project aims to create unprecedented experiences for bathhouse visitors by collaborating with esteemed marketing partners, including Hakuhodo Kettle, Hakuhodo Keysley, and Minna.

Background of the Initiative

Historically, sento (Japanese public bathhouses) served as communal spaces for those without access to private baths, evolving over time into leisure facilities. Wakas Corporation is not just refreshing Horitayu through renovations but redefining it as a cultural heart of the community under the concept of 'Warming This Town.' Drawing from this endeavor, they are confident deep-rooted possibilities await in the bathing industry, expressing the sentiment that while life's rare joys are precious, daily moments of happiness hold their own value.

Vision for the New Bathing Business

The initiative aspires to create fresh value in the bathing sector by harnessing the strengths of its partner companies:

• - Hakuhodo Kettle will utilize their 'Hand Approach Neutral' concept to support growth across the business without being confined to traditional advertising. They aim to transform the real-life experience of bathhouses into platforms that resonate with various enterprises.

• - Hakuhodo Keysley, experts in blockchain technology, will introduce innovative experiences in the Web3 space. By visualizing bathhouse customers' contributions on-chain, they seek to enhance the overall bathhouse experience for visitors.

• - Minna, led by Creative Director Soichiro Minagawa, aims to pioneer creative strategies ensuring that bathing culture endures for the next century, leveraging insights gained from the Horitayu renovation project.

Comments from Company Leaders

Kazuhiro Horita, Chairman of Wakas Corporation, remarked: "When we embarked on the journey of 'Warming This Town' at Horitayu, the potential of bathhouses became apparent. I'm thrilled to collaborate with our outstanding creative partners, including Hakuhodo Kettle, Hakuhodo Keysley, and Minna's Minagawa, paving a new path in the bathing sector. We hope that everyone is excited!"

Ken Funaki, President and CEO of Hakuhodo Kettle, stated: "Our mission is to 'ignite ideas and heat up the world.' We aim to combine Wakas Corporation's fervent vision with our creativity, sparking a revolution in bathing culture and society."

Toshinori Shigematsu, President of Hakuhodo Keysley, expressed: "We envision a society enabling collaboration between consumers and businesses. By merging next-gen Web3 technology with traditional sento culture, we believe we can pass this heritage to future generations."

Soichiro Minagawa, CEO of Minna, shared: "Having worked alongside Horitayu for three years, I’ve personally witnessed the richness of sento as a 'heat source of the town' and a 'client experience device.' I’m excited to embark on a challenge of creating new urban experiences centered around the sento with such strong partners at our side."

Wakas Corporation is committed to warming the hearts and bodies of individuals through innovative bathing experiences, aiming to enliven local communities through collaborative efforts with creative partners moving forward.

Contact Information

For inquiries, please reach out to Wakas Corporation: Otsuka / Email: [email protected]