Discover Exciting Limited Items Featuring Doala and Grampus-kun at the Drive and Sento Journey Event 2026
In an exciting collaboration aimed at promoting Japan's cultural heritage, BEAMS JAPAN is teaming up with Cow Soap (Gyunyusekken) and Aichi Toyota to bring you the unique event "Sento no Susume 2026: Car Journey through Aichi and Nagoya." This distinctive initiative will run from September 2 to October 26, 2026.
This year's event marks the first time that Aichi and Nagoya are in the spotlight, with the beloved mascots Doala from the Chunichi Dragons and Grampus-kun from Nagoya Grampus playing a pivotal role in the event's visuals. Participating sento (public baths) from around Aichi will display custom noren (fabric dividers), enhancing the traditional ambiance. Moreover, the new decorations at the "Poka Poka Onsen Shin Moriyama no Yu" sento will immerse visitors in the event's unique theme, contributing to a vibrant atmosphere throughout the venue.
Throughout the duration of this event, visitors will be able to purchase limited-edition items designed with Doala and Grampus-kun, which are perfect companions for a drive to explore the sento culture. In addition, a special booklet featuring three curated driving routes will guide participants to various spots where they can enjoy delightful meals and other leisure activities alongside their sento visits. This comprehensive experience aims to invigorate the community's interest in the rich sento culture of the region.
As part of the event, the Aichi Prefectural Public Bath Association will also launch a digital stamp rally. This initiative encourages participants to visit approximately 50 participating sento locations across the prefecture, discovering diverse local offerings. The digital stamp rally aims to provide participants with a fresh perspective on sento culture and the local charm of Aichi and Nagoya.
Event Overview:
The limited-edition items include:
Sales of these unique items will commence on September 2, 2026, at the BEAMS official online store and Cow Soap's online shop, as well as at BEAMS Nagoya until September 27, 2026. The exact duration of the sales and further details can be confirmed through the respective websites.
Additionally, to commemorate BEAMS' 50th anniversary, a special event called "BEAMS HAPPY DAY" will occur on September 26-27, featuring a collaboration with the Sento no Susume initiative, including a mobile mist sauna service (NUKUMARU) displayed at various locations. This will not only provide a fun photo spot but will also serve as a chance for participants to engage with sento culture creatively.
The NUKUMARU service, developed by MONET and Toyota, allows users to experience a real steam bath while on the go, showcasing Japan’s historic relationship with bath culture. Specially wrapped vehicles featuring the Sento no Susume design will be revealed for limited periods during the event.
The "Sento no Susume" project embodies a partnership between Cow Soap, committed to preserving the bath culture and community contribution, and BEAMS JAPAN, which focuses on promoting Japan's charm and uniqueness both domestically and abroad. This initiative has popularized the sento culture and aims to attract younger generations while providing enriching experiences through various content offerings.
Cow Soap has been dedicated to creating quality products that promote beauty, cleanliness, and health since its establishment in 1909. Meanwhile, BEAMS JAPAN, launched in 2016, promotes Japan’s exceptional products and cultures to a broader audience. Their combined efforts through the "Sento no Susume" project aim to cultivate an appreciation and understanding of Japan's bath culture in a modern context.
This year's event marks the first time that Aichi and Nagoya are in the spotlight, with the beloved mascots Doala from the Chunichi Dragons and Grampus-kun from Nagoya Grampus playing a pivotal role in the event's visuals. Participating sento (public baths) from around Aichi will display custom noren (fabric dividers), enhancing the traditional ambiance. Moreover, the new decorations at the "Poka Poka Onsen Shin Moriyama no Yu" sento will immerse visitors in the event's unique theme, contributing to a vibrant atmosphere throughout the venue.
Throughout the duration of this event, visitors will be able to purchase limited-edition items designed with Doala and Grampus-kun, which are perfect companions for a drive to explore the sento culture. In addition, a special booklet featuring three curated driving routes will guide participants to various spots where they can enjoy delightful meals and other leisure activities alongside their sento visits. This comprehensive experience aims to invigorate the community's interest in the rich sento culture of the region.
As part of the event, the Aichi Prefectural Public Bath Association will also launch a digital stamp rally. This initiative encourages participants to visit approximately 50 participating sento locations across the prefecture, discovering diverse local offerings. The digital stamp rally aims to provide participants with a fresh perspective on sento culture and the local charm of Aichi and Nagoya.
Event Overview:
- - Duration: September 2 (Wed) to October 26 (Mon), 2026
- - Organizers: Cow Soap (Gyunyusekken) and BEAMS JAPAN
- - Co-organizer: Aichi Toyota
- - Collaboration: Aichi Prefectural Public Bath Association, with support from Nagoya City, Chunichi Dragons, Nagoya Grampus, and MONET Technologies.
- - Special Website: Sento no Susume
The limited-edition items include:
- - T-shirts: Available in white and navy for ¥7,150 each
- - Caps: Offered in beige and navy for ¥6,600 each
- - Napsack: Available in navy for ¥6,600
- - Cow Brand Orange Box: Priced at ¥495
- - Sauna Hats: Available for ¥4,950
- - Tenugui (hand towels): Priced at ¥3,190
- - ISETO Bath Buckets: Available for ¥2,530
Sales of these unique items will commence on September 2, 2026, at the BEAMS official online store and Cow Soap's online shop, as well as at BEAMS Nagoya until September 27, 2026. The exact duration of the sales and further details can be confirmed through the respective websites.
Additionally, to commemorate BEAMS' 50th anniversary, a special event called "BEAMS HAPPY DAY" will occur on September 26-27, featuring a collaboration with the Sento no Susume initiative, including a mobile mist sauna service (NUKUMARU) displayed at various locations. This will not only provide a fun photo spot but will also serve as a chance for participants to engage with sento culture creatively.
The NUKUMARU service, developed by MONET and Toyota, allows users to experience a real steam bath while on the go, showcasing Japan’s historic relationship with bath culture. Specially wrapped vehicles featuring the Sento no Susume design will be revealed for limited periods during the event.
The "Sento no Susume" project embodies a partnership between Cow Soap, committed to preserving the bath culture and community contribution, and BEAMS JAPAN, which focuses on promoting Japan's charm and uniqueness both domestically and abroad. This initiative has popularized the sento culture and aims to attract younger generations while providing enriching experiences through various content offerings.
Cow Soap has been dedicated to creating quality products that promote beauty, cleanliness, and health since its establishment in 1909. Meanwhile, BEAMS JAPAN, launched in 2016, promotes Japan’s exceptional products and cultures to a broader audience. Their combined efforts through the "Sento no Susume" project aim to cultivate an appreciation and understanding of Japan's bath culture in a modern context.
Topics Consumer Products & Retail）
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