New Initiative 'Yumoriban-to-kai' to Support Sustainable Bathhouses in Japan

In a remarkable collaboration, Narrative Co., based in Nara, Japan, will establish a new initiative called 'Yumoriban-to-kai' alongside Phoenix Co. and Unite Co., to address the pressing challenges faced by the traditional Japanese bathhouse industry. This initiative aims to provide support from both human resources and financial perspectives, ensuring the sustainable management of these cultural assets.

Japan's sento, or public bathhouses, are not merely places for relaxation but serve as vital community spaces that preserve local history and culture. However, these establishments are currently facing numerous challenges, including a shortage of successors and trained personnel, which has led to a decline in their numbers across the nation. The Ministry of Health, Labour and Welfare reports that the number of bathhouses dropped from over 16,000 in the 1970s to approximately 2,800 in 2023.

The Challenges Facing the Sento Industry

The sento industry is grappling with an increasing list of concerns:
1. Human Resource Issues: There is a clear lack of successors to take on the management of familial bathhouses. This diminishing workforce has hindered the continuation of many establishments.
2. Financial Struggles: The economic viability of bathhouses has been compromised due to rising operational costs, including repairs and utility bills. Many bathhouses have been forced to close their doors despite a recent trend in bath culture popularity.
3. Career Uncertainty: Young individuals interested in entering the sento field often face uncertainty regarding career development and remuneration, leading many to abandon potential careers before they even begin.

Introducing 'Yumoriban-to-kai'

The 'Yumoriban-to-kai' aims to reconstruct the sento industry into a sustainable business model by focusing on human resources and finance. Our mission, 'To Shift Sento,' supports both young professionals who aspire to grow within the industry and owners struggling with succession and management issues.

Key Initiatives:

- Employment Opportunities and Career Support for Sento Workers: Creating pathways for individuals to build careers within the sento industry without leaving their communities.
- Support for Sento Management: This includes operational support, recruitment assistance, and financial consultations to help manage bathhouses effectively.
- Establishment of a Bathhouse Fund: A dedicated fund to support new bathhouse openings and address the challenges faced by those planning to close, fostering reinvigorated community engagement and outreach.

The 2022 revival of 'Gosyo Hōyu,' a previously closed bathhouse in Nara, exemplifies the potential for success in this model. This project represents not only a restoration of service but a commitment to preserving the cultural and historical significance of the bathhouse experience.

Participants in 'Yumoriban-to-kai'

The collaborating parties bring diverse strengths and a commitment to transform the future of sento:

- Narrative Co.: Focused on sustainable community development using historical architecture, they contribute to managing, financing, planning, and operating multiple bathhouse projects.
- Phoenix Co.: Based in Gose City, they're a seasoned manufacturer of soap and skincare products. Their continued involvement signifies the integral connection between bathhouse services and personal care.
- Unite Co.: With a mission to foster skilled personnel in the bathhouse domain, they work on developing comprehensive training and operational support.

Join Us for the Kickoff Meeting

On July 23, 2025, from 6 PM to 8 PM, we invite bathhouse stakeholders and enthusiasts to participate in our kickoff meeting via YouTube Live. This free event will feature insights into our initiatives, ongoing challenges in the sento industry, case studies of revitalized bathhouses, and a Q&A session for participants.

The meeting will be accessible to everyone interested in the future of sento and looking for ways to get involved. Join us and support our mission: how can we help turn sento into sustainable businesses? Let’s collaborate to address succession, management, and career development challenges within this vital sector. For inquiries, feel free to contact us at [email protected].