Unbelievable Affordable 'Drinkable Sento' Opens in Utsunomiya, Tochigi

On December 16, a groundbreaking new venture known as Taishu Shusen Thermae will officially open in Utsunomiya, Tochigi. This one-of-a-kind establishment introduces a novel 'drinkable sento' concept that has yet to be seen in the region, showcasing retro aesthetics inspired by traditional public baths. The design creates a delightful atmosphere where guests can enjoy unlimited draft beer from taps flowing directly with their favorite drinks.

A Unique 'Sento' Experience

The concept behind Taishu Shusen Thermae originates from the legendary “Shuusen,” a mythical fountain of alcohol. Led by the charismatic Thermae Captain, the team travels around the globe, unearthing hidden alcoves of fine liquor to share with the public. The establishment evokes the social bustle characteristic of yesteryear's public baths—filled with vibrant interactions among patrons. With meticulous attention to detail, the decor captures the essence of a traditional sento, providing visitors with a transformative experience akin to stepping out of a soothing bath.

Guests can find tiled walls and basket-like lockers reminiscent of changing rooms, alongside vintage posters and buckets dedicated to the unlimited drink service. Various food items, such as sweet potato chips in bath buckets, create an amusing twist on the standard bathhouse snacks.

Unbeatable Drink Deals

The highlight at Taishu Shusen Thermae is undoubtedly the self-service drinks from 13 taps, offering patrons full control over their drinking experience. Customers can enjoy up to one hour of unlimited drinks for just 398 yen—an incredible value within the competitive bar scene. Various pricing tiers (398 yen, 698 yen, and 998 yen) allow for drink sessions lasting from one to two hours, giving guests the flexibility to choose based on their desired intensity of relaxation or celebration.

The innovative self-service setup allows guests to tap their drinks directly, creating endless possibilities for unique drink combinations. With over a million different concoctions available, everyone can tailor their experience to their personal tastes and preferences.

Embracing Digital Transformation for Affordability

Despite its incredibly low pricing, many are surprised and wonder how such offers are possible. Taishu Shusen Thermae leverages digital solutions and operational efficiencies to maintain quality while minimizing costs. By implementing QR code table ordering and a self-service drink system, customer wait times are reduced, allowing for a seamless and unencumbered experience. Reduced staffing requirements have made it possible to offer competitive pricing while delivering high-quality products and services—a solution that addresses the ongoing labor shortage in the hospitality industry.

Social Media Buzz and Attention

In addition to offering an impressive venue, Taishu Shusen Thermae has also invested significantly in media and social media marketing. With a visually engaging interior that is perfect for Instagram, the establishment has collaborated with various food influencers, frequently generating videos that achieve over a million views. Following these social media collaborations, sales have reportedly tripled, consistently leading to stable revenue.

Highlighted TV appearances include segments on shows from major networks such as TV Asahi and Yomiuri TV, as well as partnerships with notable influencers from across Japan, further establishing the bar's reputation in the culinary scene.

Location and Contact Information

If you're interested in discovering what makes Taishu Shusen Thermae a revolutionary dining experience, visit their location at:

Taishu Shusen Thermae Utsunomiya Orion Street
Address: 3-5 Enocho, Utsunomiya, Tochigi, 320-0802
Phone: 028-612-1266
Access: A short 3-minute walk from Tobu Utsunomiya Station (East Exit).
Operating Hours:

- Monday to Friday & the day before holidays: 4:00 PM - Midnight (Last order for food: 11:00 PM; Drinks: 11:30 PM)
- Saturday, Sunday, & Holidays: 12:00 PM - Midnight (Last order for food: 11:00 PM; Drinks: 11:30 PM)

Official website: https://terumae-official.com/
Official Instagram: @terumae.official

Feel free to reach out for media inquiries or collaborations at:
📩 PR Contact: BIRCH Co., Ltd., Public Relations
📞 Phone: 03-0634-1005
📧 Email: [email protected]

Join us in experiencing a blend of entertainment and affordability at Taishu Shusen Thermae, where the traditional warm environment of the sento meets modern drinking convenience!