Capcom and BEAMS Japan Unveil Unique Bathhouse Experience in Osaka
In an exciting collaboration, BEAMS Japan and Cow Soap Co. are launching 'Sentou no Susume 2025', a celebration of the Japanese bathhouse culture set to take place in Osaka from August 7 to September 30, 2025. This initiative marks the fifth edition of this popular project and introduces a partnership with Capcom, an iconic Osaka-based game developer known for its innovative titles.
The project aims to unify the rich traditions of Japan's bath culture with the dynamic world of video gaming, creating a unique space for communication and interaction. Bathhouses, or 'sentou', have long served as communal venues that foster connections among patrons, paralleling how games facilitate virtual interactions through chat features. In this vein, the collaboration serves as a platform to promote the charms of Japan’s bath culture to both local and international gaming audiences.
The upcoming event has an intriguing logo designed to reflect some of Capcom's notable game aesthetics, emphasizing the synergy between the two distinct yet complementary worlds. The project is designed to reintroduce the beauty and warmth of sentou culture while incorporating engaging elements of gaming.
Organizers: Cow Soap Co. and BEAMS Japan
Collaborating Partner: Capcom
Period: August 7 - September 30, 2025
Key Activities:
Commenting on this innovative partnership, Akimasa Sano, a producer from BEAMS' Creative Business Development Department, expressed excitement about marrying the elements of bath culture and gaming. He hopes this fusion will spark interest among a global audience, prompting more visitors to experience Japan's wonderful sentou.
Shingo Ninagawa from Cow Soap Co. detailed how this edition helps to bring the essence of Osaka's unique culture to broader audiences. With plenty of interactive and engaging activities lined up, they anticipate making this event memorable for all participants.
Initiated in 2019, 'Sentou no Susume' has been devoted to preserving the fascinating aspects of Japan's bathing tradition while contributing to community engagement. With the evolving lifestyle dynamics, it recognizes that sentous remain crucial venues for local communication, making this project essential for future generations.
BEAMS Japan, established in 2016, aims to showcase the beauty and uniqueness of Japan to the world. Engaging with various local governments and businesses, it has successfully run multiple projects showcasing regional crafts and modern culture alike.
Cow Soap Co., established in 1909, has dedicated over a century to providing high-quality, environmentally friendly products. Recently, the company has expanded its product lines to meet contemporary demands while maintaining its time-honored commitment to quality.
Visit Sentou no Susume Official Page for more information and stay tuned for exciting updates leading up to the event!
The project aims to unify the rich traditions of Japan's bath culture with the dynamic world of video gaming, creating a unique space for communication and interaction. Bathhouses, or 'sentou', have long served as communal venues that foster connections among patrons, paralleling how games facilitate virtual interactions through chat features. In this vein, the collaboration serves as a platform to promote the charms of Japan’s bath culture to both local and international gaming audiences.
Project Highlights
The upcoming event has an intriguing logo designed to reflect some of Capcom's notable game aesthetics, emphasizing the synergy between the two distinct yet complementary worlds. The project is designed to reintroduce the beauty and warmth of sentou culture while incorporating engaging elements of gaming.
Overview of 'Sentou no Susume 2025'
Organizers: Cow Soap Co. and BEAMS Japan
Collaborating Partner: Capcom
Period: August 7 - September 30, 2025
Key Activities:
- - Transformation of a selected Osaka bathhouse into an immersive experience with original decor based on Capcom’s game themes.
- - Display of unique banners at approximately 160 local bathhouses, inviting participants to experience 'Sentou no Susume'.
- - A stamp rally where the first 4,500 participants collecting stamps from 12 different bathhouses will receive exclusive merchandise.
- - Launch of limited edition collaboration products that fuse sentou culture with game-themed items.
- - Additional creative projects to be introduced, enhancing communal engagement among attendees.
Insights from Project Leaders
Commenting on this innovative partnership, Akimasa Sano, a producer from BEAMS' Creative Business Development Department, expressed excitement about marrying the elements of bath culture and gaming. He hopes this fusion will spark interest among a global audience, prompting more visitors to experience Japan's wonderful sentou.
Shingo Ninagawa from Cow Soap Co. detailed how this edition helps to bring the essence of Osaka's unique culture to broader audiences. With plenty of interactive and engaging activities lined up, they anticipate making this event memorable for all participants.
About the 'Sentou no Susume' Initiative
Initiated in 2019, 'Sentou no Susume' has been devoted to preserving the fascinating aspects of Japan's bathing tradition while contributing to community engagement. With the evolving lifestyle dynamics, it recognizes that sentous remain crucial venues for local communication, making this project essential for future generations.
BEAMS Japan, established in 2016, aims to showcase the beauty and uniqueness of Japan to the world. Engaging with various local governments and businesses, it has successfully run multiple projects showcasing regional crafts and modern culture alike.
Cow Soap Co., established in 1909, has dedicated over a century to providing high-quality, environmentally friendly products. Recently, the company has expanded its product lines to meet contemporary demands while maintaining its time-honored commitment to quality.
Visit Sentou no Susume Official Page for more information and stay tuned for exciting updates leading up to the event!
Topics Entertainment & Media）
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