[POP UP Sento Appears!] Hottayu collaborates with the Maezawa Cup! A special project to "hijack" the golf course bathhouse
Pixel Inc.'s 'Hottayu' is collaborating with the 'Maezawa Cup' golf tournament to host a 'POP UP Sento' from April 13-26, 2026, featuring exclusive 'uka' amenities.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 23:20
- 🔍 Collected: April 14, 2026 at 15:01
- 🤖 AI Analyzed: April 19, 2026 at 16:03 (121h 2m after Collected)
Pixel Inc. (Headquarters: Shibuya-ku, Tokyo, CEO: Kazunori Hotta) will host a "POP UP Sento Project" by the public bathhouse "Hottayu" (@hottayu_nishiarai), which the company operates and supports, at the golf tournament "Maezawa Cup" (official website) to be held from April 13 to April 26, 2026.
During the event period, Hottayu will produce the large bathhouse within the golf course, expanding a special space where visitors can experience the sento culture of Nishiarai. Through this special collaboration, we will further enliven the Maezawa Cup.
This special collaboration was realized through Mr. Maezawa's visit to Hottayu Nishiarai and their interaction!
"POP UP Sento" appears at the golf course! Hottayu hijacks the bathhouse
In this project, upon exiting the locker room, a Hottayu-colored orange "noren" (curtain) will appear to welcome visitors. In addition to a spatial production featuring special posters of Hottayu x Maezawa Cup displayed around, once you pass through the curtain, you can enjoy Hottayu's famous "Natsumikan (Summer Tangerine) Bath" in the bathing area.
Other iconic elements of sento culture, such as mirror advertisements, will also be installed. You can experience a bathing atmosphere just as if you had visited Hottayu in Nishiarai.
Maezawa Cup Limited! Special Bath Sets Prepared
To ensure visitors can enjoy the experience without needing to prepare bath items, the following "Bath Set" is provided:
- Maezawa Cup collaboration original towel
- Hottayu original drink "Hotta Water"
- Sauna pair ticket usable at Hottayu Nishiarai, etc.
Collaboration with uka! A premium beauty experience that colors the Hottayu POP UP Sento
At this POP UP Sento, amenities from the total beauty company "uka" will be introduced, upgrading the bath time before and after the Maezawa Cup into a higher-quality experience.
The aforementioned bath set will also include a pouch set of the following 4 uka products:
- Shampoo
- Conditioner
- Body wash
- Rice juice gel (full-body moisturizing gel)
Using characteristic raw materials from various production areas, preserving the environment of forests, seas, and villages. Restoring the natural suppleness along with the hair and scalp.
In addition, uka's shampoo bars, serums, and lotions are fully equipped. We will enliven the Maezawa Cup with a "POP UP Sento" that fuses the warm bathing experience and beauty experience.
Furthermore! The Hottayu x uka collaboration can also be experienced at Hottayu's 4th-anniversary event
Hottayu will celebrate its 4th anniversary after its renewal on April 26, 2026.
To express our daily gratitude, we will hold a 4th Anniversary Thanksgiving event from April 24 to April 30.
Also, from May 1 to May 6, we plan to hold "Totono uka" ~Hottayu 4th Anniversary Special~, where you can enjoy an herbal sauna using natural herbs developed and cultivated by uka in Ishigaki Island and other places. Even if you do not visit the Maezawa Cup, please enjoy the collaboration between Hottayu and uka.
Hottayu
Established in 1942, a long-established sento that has continued for 83 years in Nishiarai, Adachi-ku. Underwent a major renewal in 2022 under the concept of "Warming this town." Equipped with an authentic herbal sauna inspired by a tea room, a 160cm deep water bath, and an open-air bath, it continues to evolve as a new sento fusing tradition and innovation. In 2026, it won 1st place nationally for sento saunas. Furthermore, a new store opening in the Kamimeguro area is scheduled for the fall of 2026. Official website
Pixel Inc.
A company that plans, develops, and operates lifestyle businesses such as warm bath, lodging, and wedding businesses. In the warm bath business, starting with Hottayu, we plan to open multiple stores in the future. The CEO, Kazunori Hotta, is the 3rd generation of a sento business family, and has served as a founding member of a resort wedding business, a founding member of the predecessor company of ZOZO Inc., and an external director. He established Pixel Inc. in 2024 and continues to the present.
About uka
"Toward a happier, more beautiful direction"
More happiness, even just one more.
This is what uka has always cherished.
Scent, color, usability, sense of security in ingredients, and consideration for the earth.
This accumulation leads to beauty.
During the event period, Hottayu will produce the large bathhouse within the golf course, expanding a special space where visitors can experience the sento culture of Nishiarai. Through this special collaboration, we will further enliven the Maezawa Cup.
This special collaboration was realized through Mr. Maezawa's visit to Hottayu Nishiarai and their interaction!
"POP UP Sento" appears at the golf course! Hottayu hijacks the bathhouse
In this project, upon exiting the locker room, a Hottayu-colored orange "noren" (curtain) will appear to welcome visitors. In addition to a spatial production featuring special posters of Hottayu x Maezawa Cup displayed around, once you pass through the curtain, you can enjoy Hottayu's famous "Natsumikan (Summer Tangerine) Bath" in the bathing area.
Other iconic elements of sento culture, such as mirror advertisements, will also be installed. You can experience a bathing atmosphere just as if you had visited Hottayu in Nishiarai.
Maezawa Cup Limited! Special Bath Sets Prepared
To ensure visitors can enjoy the experience without needing to prepare bath items, the following "Bath Set" is provided:
- Maezawa Cup collaboration original towel
- Hottayu original drink "Hotta Water"
- Sauna pair ticket usable at Hottayu Nishiarai, etc.
Collaboration with uka! A premium beauty experience that colors the Hottayu POP UP Sento
At this POP UP Sento, amenities from the total beauty company "uka" will be introduced, upgrading the bath time before and after the Maezawa Cup into a higher-quality experience.
The aforementioned bath set will also include a pouch set of the following 4 uka products:
- Shampoo
- Conditioner
- Body wash
- Rice juice gel (full-body moisturizing gel)
Using characteristic raw materials from various production areas, preserving the environment of forests, seas, and villages. Restoring the natural suppleness along with the hair and scalp.
In addition, uka's shampoo bars, serums, and lotions are fully equipped. We will enliven the Maezawa Cup with a "POP UP Sento" that fuses the warm bathing experience and beauty experience.
Furthermore! The Hottayu x uka collaboration can also be experienced at Hottayu's 4th-anniversary event
Hottayu will celebrate its 4th anniversary after its renewal on April 26, 2026.
To express our daily gratitude, we will hold a 4th Anniversary Thanksgiving event from April 24 to April 30.
Also, from May 1 to May 6, we plan to hold "Totono uka" ~Hottayu 4th Anniversary Special~, where you can enjoy an herbal sauna using natural herbs developed and cultivated by uka in Ishigaki Island and other places. Even if you do not visit the Maezawa Cup, please enjoy the collaboration between Hottayu and uka.
Hottayu
Established in 1942, a long-established sento that has continued for 83 years in Nishiarai, Adachi-ku. Underwent a major renewal in 2022 under the concept of "Warming this town." Equipped with an authentic herbal sauna inspired by a tea room, a 160cm deep water bath, and an open-air bath, it continues to evolve as a new sento fusing tradition and innovation. In 2026, it won 1st place nationally for sento saunas. Furthermore, a new store opening in the Kamimeguro area is scheduled for the fall of 2026. Official website
Pixel Inc.
A company that plans, develops, and operates lifestyle businesses such as warm bath, lodging, and wedding businesses. In the warm bath business, starting with Hottayu, we plan to open multiple stores in the future. The CEO, Kazunori Hotta, is the 3rd generation of a sento business family, and has served as a founding member of a resort wedding business, a founding member of the predecessor company of ZOZO Inc., and an external director. He established Pixel Inc. in 2024 and continues to the present.
About uka
"Toward a happier, more beautiful direction"
More happiness, even just one more.
This is what uka has always cherished.
Scent, color, usability, sense of security in ingredients, and consideration for the earth.
This accumulation leads to beauty.