Unveiling the Luxurious 'SILK THE RICH' Experience Project This Summer

Introducing the Luxurious 'Silk Experience Project'

This summer, THE RICH, a company dedicated to providing silk-infused products, is excited to announce the launch of the 'SILK THE RICH Tokyo Bath Tour' starting on August 1, 2026. With a mission to integrate silk into daily life, this project invites everyone to experience the delights of silk through a series of immersive activities at bath facilities spread across Japan.

Background of the 'Silk Experience Project'

At THE RICH, we pride ourselves on our unique silk-based formulations that offer a smooth texture, abundant lather, pleasant sensations, and rich aromas. We believe that once you try our products, you will be captivated by their charm. Therefore, we felt it essential to give everyone a chance to 'try and be amazed' by offering our silk experience directly at accessible locations.

In recent years, the saunas have witnessed a remarkable surge in popularity. The sweltering heat of summer provides the ideal backdrop for unwinding in a hot spring, cleansing one’s hair, and indulging in the blissful outcomes of high-quality hair care. Our goal is to transform the daily ritual of hair washing into an extraordinary beauty care experience.

Highlights of the 'Silk Experience Project'

1. Shampoo and Treatment Experience at 29 Bath Facilities in Tokyo
From August 1, 2026, select 29 bath facilities across Tokyo will feature our acclaimed 'SILK THE RICH' shampoo and treatment products. Enjoy ultra-luxurious hair care amidst a relaxing atmosphere where you can witness the benefits firsthand. Our original posters detailing product components and ingredients will also be displayed in the bath areas, so don't miss them!

2. Exclusive Distribution in Azabu: 'Scalp & Repair' Sachets
At the historic 'Azabu Kurobi Water Hot Spring', founded in 1913 and renowned for its dark mineral-rich water, exclusive sachets of our 'Scalp & Repair' shampoo and treatment will be distributed. Experience the high-quality skin benefits of this distinctive black hot spring along with our special black shampoo formulation that promotes scalp wellness. This summer, don't miss this exclusive ‘black x black’ experience only available in Azabu Juban.

3. Convenient 'Experience Map' and Special LP
We are launching a special landing page featuring an 'experience map' to help find participating facilities easily. You can quickly locate a nearby hot spring where you can partake in the 'silk experience'. Check it out at our dedicated page.

4. SNS-Linked 'Silk the Rich Gift Campaign'
To celebrate the launch of this project, we are hosting a social media gift campaign open to everyone. Participants are encouraged to share their experiences with 'SILK THE RICH' or share why they wish to try the products on X (formerly Twitter) or Instagram. A total of 20 lucky winners will be drawn to receive a full line of our products along with a luxurious out-of-bath brush.

Implementation Overview

- Start Date:

- Nationally across 149 locations (advertising and signage) from August 1, 2026
- 29 locations in Tokyo (placement starts) from August 1, 2026 (Note: 'Myofuyu' will start earlier on July 21, 2026).

- What’s Included:

- Nationwide distribution of promotional videos on signage
- Exclusive product experiences and sachet distribution across 29 targeted locations

About THE RICH

With the vision of bringing 'silk into daily life worldwide,' THE RICH aims to create products that deliver unmatched experiences. We challenge conventions to surprise users with new value and joy.