[Aichi, Ichinomiya] Super Public Bath with 30 Years of History Undergoes Largest Renovation Ever – New Aichi Prefecture's Largest Stadium Sauna, 'Spa Aquas Yuyuraku' Opens June 18
Act Spa Co., Ltd. (Ichinomiya City, Aichi Prefecture, Representative Director: Masahide Ito) will reopen 'Bisato Yuyuraku,' a super public bath cherished by the community for 30 years, as 'Spa Aquas Yuyuraku' on Thursday, June 18, 2026. This renovation is the largest ever, including the establishment of Aichi Prefecture's largest stadium sauna with a capacity for 40 people, a vast open-air area the size of a tennis court, 12 types of diverse baths, and various rock sauna content. This milestone coincides with the father-son succession from current president Masahide Ito to the next president, Gonori Ito (34 years old).
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- 📰 Published: May 7, 2026 at 17:59
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Act Spa Co., Ltd. (Location: Ichinomiya City, Aichi Prefecture, Representative Director: Masahide Ito) will reopen 'Bisato Yuyuraku,' a super public bath cherished by the community for 30 years, as 'Spa Aquas Yuyuraku' on Thursday, June 18, 2026.
This renovation is a large-scale refurbishment that includes the establishment of Aichi Prefecture's largest stadium sauna with a capacity for 40 people, a vast open-air area the size of a tennis court, 12 types of diverse baths, and various rock sauna content. It will be reborn as an attractive facility that combines spacious openness with private spaces.
The 40-person capacity stadium sauna is the largest in Aichi Prefecture.
High-concentration carbonated baths, beautiful skin standing baths, pot baths, cold baths, and more in the open-air area.
This milestone coincides with the father-son succession from current president Masahide Ito to the next president, Gonori Ito (34 years old). Ichinomiya City, once prosperous in the textile industry, saw a dyeing factory transition to the bathing business 30 years ago. The father believes 'super public baths are an equipment industry,' while the son believes 'super public baths are a service industry.' These two, with differing management philosophies, are tackling this large-scale renovation.
With approximately six weeks remaining until the grand opening, construction is now entering its final stages. During media coverage, we will show everything from the rapid equipment搬入, training of approximately 75 opening staff, design meetings for new rock sauna wear, and selection of shampoos and dryers – all the real struggles leading up to the opening.
Prior to the grand opening, we have set up media coverage opportunities during May for preparations leading up to the opening, and a 'media public day' in June just before completion, where you can actually experience the facility. Please come and cover us.
■ Gonori Ito, 34-year-old president-in-training. Succeeding 30 years of history at the same age as his father.
Next president, Gonori Ito, will assume the role of Representative Director in August 2026, at the age of 34. This is the same age his father, Masahide Ito, became president.
Yuyuraku opened when Gonori was four years old. He used to cartwheel from one end of the barrier-free single-story building to the other and loved having his foot pressure points massaged by the massage therapist.
After working at a comprehensive human resources service company, he joined the family business in 2019. The COVID-19 pandemic began the month after he joined, and he experienced the temporary closure of the rock sauna and the entire facility. While facing the reality of managing a facility that operates 365 days a year without rest, he took on decision-making responsibilities on-site as a store manager.
This renovation began to be conceived two years ago, triggered by the need to repair aging facilities, and full-scale construction started in May 2025 after securing funding. He recalls numerous clashes with his father during this process.
His father, Masahide's, belief is: 'Super public baths are an equipment industry. If you have good facilities, people will come.' In contrast, Gonori's idea is: 'Super public baths are a service industry that sells satisfaction.'
Equipment or people. The clash of these management philosophies and Gonori's struggles are etched throughout the renovation.
1996: 'Super Sento Yuyuraku' opened
2015: 'Bisato Yuyuraku' renovated
June 2026: 'Spa Aquas Yuyuraku' scheduled to open
■ Why is Ichinomiya, a textile town, also a 'super public bath battleground'?
Ichinomiya City prospered in the textile industry and was known as 'Bishu,' a major wool textile producing region, after the Meiji era. However, after the 1990s, the industrial structure shifted due to the transition to synthetic fibers, overseas production shifts, and a shortage of successors.
Itoshin Kogyo, the parent company of Yuyuraku, was a dyeing factory that dyed car seats. Utilizing its water supply and drainage infrastructure, boiler facilities, and large premises, it opened 'Super Sento Yuyuraku' in 1995. In Ichinomiya City, four super public baths opened around the same time, and it is rare nationwide for all of them to have continued for nearly 30 years.
The culture of super public baths, deeply connected to the textile industry, is similar to the morning cafe culture. Gonori believes, 'I want to revive the super public bath culture of Ichinomiya from those vibrant days.'
■ Rising fuel costs hit the bathing industry directly. Still, why renovate?
'Being at the mercy of external factors that we cannot control with our own efforts' – Yuyuraku, which uses city gas, is also affected by rising fuel costs. Nevertheless, Yuyuraku is committed to being 'a bath you want to enter every day' by offering a variety of baths at different temperatures to meet each customer's 'optimal temperature.'
Amidst the recent sauna boom, many facilities are narrowing their bathing areas to specialize in saunas. However, Yuyuraku values creating a bathing experience as a public bath while enhancing the sauna space.
With this renovation, we aim to create a 'New Spa Sento' – an 'entertainment-rich wellness space centered on baths,' neither specialized in saunas nor a traditional large super public bath.
Variety of indoor baths in terms of temperature and function.
■ Beyond industry boundaries.
The bathing industry has been said to be a closed industry with little interaction between facilities.
This renovation is a large-scale refurbishment that includes the establishment of Aichi Prefecture's largest stadium sauna with a capacity for 40 people, a vast open-air area the size of a tennis court, 12 types of diverse baths, and various rock sauna content. It will be reborn as an attractive facility that combines spacious openness with private spaces.
The 40-person capacity stadium sauna is the largest in Aichi Prefecture.
High-concentration carbonated baths, beautiful skin standing baths, pot baths, cold baths, and more in the open-air area.
This milestone coincides with the father-son succession from current president Masahide Ito to the next president, Gonori Ito (34 years old). Ichinomiya City, once prosperous in the textile industry, saw a dyeing factory transition to the bathing business 30 years ago. The father believes 'super public baths are an equipment industry,' while the son believes 'super public baths are a service industry.' These two, with differing management philosophies, are tackling this large-scale renovation.
With approximately six weeks remaining until the grand opening, construction is now entering its final stages. During media coverage, we will show everything from the rapid equipment搬入, training of approximately 75 opening staff, design meetings for new rock sauna wear, and selection of shampoos and dryers – all the real struggles leading up to the opening.
Prior to the grand opening, we have set up media coverage opportunities during May for preparations leading up to the opening, and a 'media public day' in June just before completion, where you can actually experience the facility. Please come and cover us.
■ Gonori Ito, 34-year-old president-in-training. Succeeding 30 years of history at the same age as his father.
Next president, Gonori Ito, will assume the role of Representative Director in August 2026, at the age of 34. This is the same age his father, Masahide Ito, became president.
Yuyuraku opened when Gonori was four years old. He used to cartwheel from one end of the barrier-free single-story building to the other and loved having his foot pressure points massaged by the massage therapist.
After working at a comprehensive human resources service company, he joined the family business in 2019. The COVID-19 pandemic began the month after he joined, and he experienced the temporary closure of the rock sauna and the entire facility. While facing the reality of managing a facility that operates 365 days a year without rest, he took on decision-making responsibilities on-site as a store manager.
This renovation began to be conceived two years ago, triggered by the need to repair aging facilities, and full-scale construction started in May 2025 after securing funding. He recalls numerous clashes with his father during this process.
His father, Masahide's, belief is: 'Super public baths are an equipment industry. If you have good facilities, people will come.' In contrast, Gonori's idea is: 'Super public baths are a service industry that sells satisfaction.'
Equipment or people. The clash of these management philosophies and Gonori's struggles are etched throughout the renovation.
1996: 'Super Sento Yuyuraku' opened
2015: 'Bisato Yuyuraku' renovated
June 2026: 'Spa Aquas Yuyuraku' scheduled to open
■ Why is Ichinomiya, a textile town, also a 'super public bath battleground'?
Ichinomiya City prospered in the textile industry and was known as 'Bishu,' a major wool textile producing region, after the Meiji era. However, after the 1990s, the industrial structure shifted due to the transition to synthetic fibers, overseas production shifts, and a shortage of successors.
Itoshin Kogyo, the parent company of Yuyuraku, was a dyeing factory that dyed car seats. Utilizing its water supply and drainage infrastructure, boiler facilities, and large premises, it opened 'Super Sento Yuyuraku' in 1995. In Ichinomiya City, four super public baths opened around the same time, and it is rare nationwide for all of them to have continued for nearly 30 years.
The culture of super public baths, deeply connected to the textile industry, is similar to the morning cafe culture. Gonori believes, 'I want to revive the super public bath culture of Ichinomiya from those vibrant days.'
■ Rising fuel costs hit the bathing industry directly. Still, why renovate?
'Being at the mercy of external factors that we cannot control with our own efforts' – Yuyuraku, which uses city gas, is also affected by rising fuel costs. Nevertheless, Yuyuraku is committed to being 'a bath you want to enter every day' by offering a variety of baths at different temperatures to meet each customer's 'optimal temperature.'
Amidst the recent sauna boom, many facilities are narrowing their bathing areas to specialize in saunas. However, Yuyuraku values creating a bathing experience as a public bath while enhancing the sauna space.
With this renovation, we aim to create a 'New Spa Sento' – an 'entertainment-rich wellness space centered on baths,' neither specialized in saunas nor a traditional large super public bath.
Variety of indoor baths in terms of temperature and function.
■ Beyond industry boundaries.
The bathing industry has been said to be a closed industry with little interaction between facilities.