Thermae Introduces Japan's First Affordable Sake Bathhouse in Hiroshima

Exciting New Entertainment Venue in Hiroshima

On December 2, 2023, Thermae, a popular sake bathhouse brand with 16 locations from Sapporo to Fukuoka, makes its grand debut in Hiroshima. Located in Kamiyacho, the new venue offers a unique experience combining a retro public bathhouse atmosphere with an incredibly low-price sake drinking system—boasting a tap where customers can serve themselves.

A Nostalgic Atmosphere

Thermae is inspired by the legendary “sake spring” known as the Saquzen. The venue evokes the traditional public bathhouses of yesteryear, providing a social hub where visitors can immerse themselves in a playful yet relaxed environment. The interior is carefully designed to reflect the old-school vibe, featuring tiled walls and wicker baskets for personal belongings, reminiscent of a real sento, or Japanese bathhouse.

Decorated with onsen-themed posters, the venue even offers snacks served in bathing tubs, such as sweet potato chips and chilled tomatoes, perfect for customers wishing to enjoy typical bathhouse treats.

Unbelievable All-You-Can-Drink Options

Offering an astonishing all-you-can-drink deal for only 398 yen ($3), customers can fill their cups from 13 different taps, serving both alcoholic and non-alcoholic beverages.

The drink menu includes a choice of three plans based on duration—60, 90, and 120 minutes—allowing customers flexibility from a quick drink to a full-out celebration. With a multitude of combinations available from the taps, patrons can mix and create over a million potential drink combinations!

Innovative Cost Efficiency through DX Transformation

Concerns about pricing are common, with many asking how such affordable prices can be maintained. Thermae tackles this through operational reforms driven by digital transformation (DX) and labor optimization. Customers can place orders through QR codes at their tables, minimizing wait times and reducing the need for staff.

The self-serve beverage station cuts down on staffing needs, enabling the venue to provide exceptional experiences while maintaining low prices. This operational model has garnered significant interest, positioning Thermae as a pioneer in addressing labor shortages and operational challenges in the restaurant industry.

Harnessing the Power of Social Media

Thermae employs a savvy social media strategy to drive visitation, collaborating with food influencers to maximize exposure and engagement. The venue's visually appealing design enhances shareability, leading to numerous viral posts. Since launching influencer partnerships, revenue has tripled, contributing to sustained profitability.

Television appearances include:

- ABEMA News Show (Asahi TV)
- Sumatan! Zip! (Yomiuri TV)
- Mizuno Maki's Magical Restaurant (Mainichi Broadcasting)
- Ittoko! (Hokkaido Culture Broadcasting)
- Live Broadcasting at Tenjin NOW (TV Nishinippon)

Influencer collaboration highlights:

- Budget-friendly gourmet locations in Kobe
- Code Cafe in Fukuoka
- Tokyo Generation Z dining experiences in Ikebukuro

Experience Entertainment at a Low Price

At Thermae, guests will find their wine-flowing fun in a bathhouse-esque atmosphere. The unique opportunity to prepare their drinks and share moments with friends in this soothing setting offers a refreshing alternative to conventional drinking establishments.

With dishes starting at just 70 yen each (excluding tax), guests can indulge in a variety of yaki (grilled skewers), each served in a traditional bath bucket when ordering 20 or more.

Store Information

Name: Thermae Hiroshima Kamiyacho
Address: 1-6-1 Kamiyacho, Naka-ku, Hiroshima, 730-0031, Japan
Phone: 082-298-6700
Operating Hours:

- Monday - Thursday: 16:00-00:00
- Friday: 16:00-03:00
- Saturday: 12:00-03:00
- Sunday & Holidays: 12:00-00:00

Official Website: Thermae Official
Instagram: @terumae.official

Media Inquiries:
For interviews, filming, or collaboration requests, please reach out to the PR team at Birch Inc. 📩 [email protected] 📞 03-0634-1005