Relaxation Share Salon with Atsushi Minowa Participation Begins Recruiting Zero-Stage Franchisees, Aiming for 100 Stores in 5 Years

HOGUGU Share Salon Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Yu Moto-o; hereinafter 'the Company'), which operates the relaxation share salon 'THE SALON by HOGUGU' (hereinafter 'THE SALON'), is a company jointly established by editor and entrepreneur Atsushi Minowa, HOGUGU Technologies Co., Ltd. (Headquarters: Osaka-shi, Osaka; Representative Director: Kenichi Hanaoka; hereinafter 'HOGUGU'), which operates the No. 1 user-rated*1 on-demand relaxation service 'HOGUGU,' and others. The company runs a share salon*2 business for relaxation therapists (hereinafter 'therapists').

Recently, the Company completed a third-party allotment of shares in a seed round, raising a total of approximately 56 million yen from individual investors and a venture company support CVC fund operated by Beauty Garage Co., Ltd. At the same time, the Company announced the start of recruitment for zero-stage franchisees.

For details on 'THE SALON,' click here.

*1: Survey by Wedia Co., Ltd. Details of the survey here.
*2: A salon format where multiple therapists share treatment spaces, providing an environment for low-risk stable income and future independence.

Business Overview

The domestic relaxation salon market size has reached 379.8 billion yen as of 2025*3, showing steady demand with growth for three consecutive years. On the other hand, therapists face the following challenges:

- Idle or waiting time does not generate revenue.
- Income tends to be unstable.
- Storefront operations have high initial cost burdens.
- Difficulty in attracting customers.

To address these issues, the Company has introduced the share salon model, which is becoming prevalent in the beauty industry, into the relaxation market. It has built a new salon model combining 'space sharing,' 'relaxation salon,' and 'customer acquisition.' By using shared spaces only when needed, fixed costs are reduced. In collaboration with the on-demand relaxation service 'HOGUGU,' treatment opportunities are created through both on-site and in-salon services. Furthermore, by integrating mechanisms that support everything from new customer acquisition to repeat patronage, the Company helps therapists stabilize their income and create an environment conducive to independence and comfortable work.

For more on the on-demand relaxation service 'HOGUGU,' click here.

*3: Recruit Co., Ltd., Hot Pepper Beauty Academy 'Beauty Census 2025 First Half [Relaxation Salon Edition]'

First Directly Managed Store Opens in July

The first store will be a directly managed model store of 'THE SALON by HOGUGU,' located a 30-second walk from Azabu-Juban Station in Minato-ku, Tokyo.

The store will feature multiple treatment rooms, a reception area, and a waiting space for therapists, with a target opening date of July 2026. It is planned to serve as the standard model store for future franchise expansion.

About Zero-Stage Franchisee Recruitment

While typical share salons primarily generate revenue from monthly or hourly space rentals, 'THE SALON' is characterized by its ability to also attract new customers as a relaxation salon and generate revenue from in-store treatments. By combining space revenue with treatment revenue, the aim is to maximize empty bed utilization and profitability.

[Zero-Stage Franchisee Recruitment Overview]

Recruitment for zero-stage franchisees is open for a limited time until the opening of the first store (scheduled for July).

We are looking for the following types of individuals for zero-stage franchisees:

- Those who already own a store and are considering multi-store expansion or rebranding.
- Those with an entrepreneurial spirit to build a model from scratch together with the headquarters.
- Those with a high interest in the relaxation and wellness industry.
- Those who resonate with the vision.
- Those who can secure a property with 5 or more treatment rooms and have the financial capacity (approximately 15 to 20 million yen for initial investment and working capital; loan support package available).

Franchise Conditions

For zero-stage franchisees, there are benefits such as reduced franchise fees and royalties. Please see the image for details.

If you are interested, please contact us using the inquiry information below.

Inquiries for franchise recruitment here.

Progress updates are also being posted on the YouTube channel 'Minowa World View Channel.'

Video here.

Comment from Hideki Nomura, Representative Director and CEO of Beauty Garage Co., Ltd.

'We sympathize with this business model, which accurately captures the recent trend of therapists moving towards freelance work and greatly contributes to improving the treatment of workers in the beauty industry, leading to our investment. We are particularly confident that the collaboration with the 'HOGUGU' app is the strongest combination to ensure success. Going forward, our group will provide maximum support to create business synergies.'

Comment from Atsushi Minowa

'I really love relaxation. It has helped me especially when I'm busy, and I truly believe it's not just about 'healing' but about optimizing life performance. That's why I always wondered: why is it that therapists, who make people so happy, often face anxiety about income and working conditions? 'THE SALON' was born from that sense of incongruity. I would be thrilled if skilled people could work more freely, be properly evaluated, and grow their own fan base. As someone who loves relaxation and believes in the potential of this industry, I wholeheartedly support this challenge.'

Comment from Kenichi Hanaoka, Representative of HOGUGU Technologies Co., Ltd.

'In operating 'HOGUGU,' we have continuously thought about how to create an environment where therapists can work more freely and stably. Many therapists with high skills still face anxiety about their work style and income. 'THE SALON' offers a new way of working that combines on-site and in-store services. By linking with 'HOGUGU,' we aim to create an environment where each therapist can work flexibly according to their lifestyle. We will continue to work on expanding the possibilities for therapists and building an industry where they can thrive with peace of mind.'

Comment from Yu Moto-o, Representative of HOGUGU Share Salon Co., Ltd.

'While the relaxation industry is a large market, the hurdles for therapists to achieve stable income and future independence remain high. We launched this business to create an environment where therapists can work more freely and be fairly evaluated by introducing the share salon concept, which has spread in the beauty industry, into the relaxation industry. Through a new model combining on-site and in-store services, we aim to provide an environment where each therapist can build stable earnings and eventually own their own clientele and aim for independence. Starting with the first store, we plan to roll out this model nationwide.'