#Japan #Shibuya #Makuake #PLAY&co #SAUNA汽汽

SAUNA汽汽: Redefining the Sauna Experience

PLAY&co, headquartered in Shibuya, Tokyo, is pushing the boundaries of sauna experiences with its innovative private steam sauna, SAUNA汽汽. The project, which is currently available for support on Makuake, has already achieved an impressive support total of 11,038,600 JPY from 470 backers. This achievement marks a significant milestone as part of PLAY&co's ongoing endeavors in the sauna sector, where their cumulative project support has surpassed 33,750,000 JPY across six sauna-related initiatives.

Innovative Concept and Design

With the motto of “Bathe in Steam, Embrace Joyful Days”, SAUNA汽汽 offers a unique sauna experience nestled in Nakameguro, Tokyo. The facility features a dense steam environment infused with natural herbs, designed with pathways that allow users to seamlessly transition between hot and cold experiences, including a refrigerator-equipped cold bath. SAUNA汽汽 is set to officially open its doors in April 2026 and has generated considerable buzz even before its grand opening, ranking first in Makuake’s daily project rankings following a remarkable first day of support that exceeded 5 million JPY.

For the SAUNA汽汽 project, the development timeline was notably efficient; the concept moved from the drawing board to operation in under a year. PLAY&co's integrative approach encompasses everything from concept design and brand creation to experience design and market strategies. Their efforts in fan engagement via Makuake, PR, and marketing reflect a community-centered “co-creation” model that has captivated potential visitors even before launch.

SAUNA汽汽 Makuake project page

Strategic Engagement and Brand Development

In recent years, there has been an increase in new entrants to the sauna market and a heightened interest in utilizing idle real estate for sauna operations. However, many new ventures face challenges in attracting customers and establishing a brand identity after launch. PLAY&co is addressing this challenge with a comprehensive approach that extends beyond mere development of physical spaces; they are focused on building brand identity and community from the outset of a project.

This multifaceted strategy allows PLAY&co to incorporate various factors such as location characteristics, target demographics, and customer pathways into their brand design. Utilizing crowdfunding, social media, and public relations, they engage with users from the initial stages, creating touchpoints that facilitate brand loyalty and community support. This proactive development model is essential for ensuring sustained interest and patronage.

In addition to SAUNA汽汽, PLAY&co oversees various properties, including hotels, hostels, and villas across Japan, all while applying the insights gained from operational activities to their marketing, customer relationship management (CRM), and operational planning. Their business outlook expands beyond merely creating facilities, valuing ongoing growth post-opening as a crucial component of success.

Future Prospects and Expansion

With the knowledge and experience amassed through previous projects, as well as insights derived from SAUNA汽汽's development and marketing strategies, PLAY&co is poised to enhance facility development that aligns with long-term business growth goals. They intend to adapt their strategies to include property utilization, branding, and operational frameworks tailored to the unique characteristics of each new project.

Main areas of focus include:

• - Development and operational support for hybrid facilities combining accommodation and sauna experiences
• - Comprehensive planning for various sauna facilities including private saunas
• - Spearheading initiatives to integrate saunas into coworking spaces, residential buildings, and sports facilities
• - Revamping existing sauna establishments for improved revenue and sustainability
• - Offering management transition and production services for current facilities

About PLAY&co

Founded with the mission of creating spaces that connect people and inspire transformative experiences, PLAY&co specializes in the real estate development and management of hotels, hostels, villas, and saunas. Their comprehensive operational strategies leverage location benefits to maximize appeal and profitability. As of June 2026, PLAY&co operates 21 diverse properties, cultivating a new standard for accommodations that thrive in variable market conditions.

Visit PLAY&co Corporate Site
Established: November 11, 2016
Location: Shibuya, Tokyo
CEO: Yoshiaki Nakajima
Employee Count: 312 (including full-time, contract, and part-time staff)