First-Ever Aichi/Nagoya Event for Project, "Sento no Susume 2026" by Gyunyu Sekken x BEAMS JAPAN Starts September 2 (Wed)

BEAMS JAPAN, a "BEAMS JAPAN" initiative by Beams Corporation (Headquarters: Shibuya-ku, Tokyo; President and CEO: Yo Shitetara) that disseminates Japanese culture, has been holding the "Sento no Susume" (Recommendation for Public Baths) project since 2019, promoting the enjoyment of local public baths. In 2026, a year celebrating "a bath once in a thousand years" (026), the project will be held in Aichi Prefecture for the first time under the title "Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~." In collaboration with "Aichi Toyota," a Toyota dealership operated by AT Group Inc. (Headquarters: Nagoya-shi, Aichi; President and CEO: Shinji Yamaguchi), we will disseminate the unique charm of Aichi and Nagoya by combining public baths with regional culture, including proposals for driving courses that visit public baths.

"Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~"

In the past, "BEAMS JAPAN" has held the "Dainagoyaten" (Great Nagoya Exhibition) project (*), a project that disseminates the unknown charms of Aichi and Nagoya, a total of 6 times since 2019 in regular intervals, collaborating with various companies and organizations, and sports teams in Aichi and Nagoya. Through product development and other initiatives in collaboration with approximately 50 companies and organizations, we have built deep connections with the region.

As a result of this track record, the sixth installment of "Sento no Susume" has been realized. Against the backdrop of Aichi Prefecture being a major hub for the automotive industry, we have decided to co-host with Aichi Toyota, a participating company in "Dainagoyaten," focusing on "cars" as a primary means of transportation. We will develop unique plans for Aichi and Nagoya that allow participants to experience the joy of visiting public baths while driving. *Dainagoyaten: https://www.beams.co.jp/special/dainagoyaten2025/

"Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~" Overview

[Event Period] September 2, 2026 (Wed) - October 26, 2026 (Mon)

[Event Details] ・One public bath in Aichi Prefecture will be decorated with original designs.

・Original noren (curtains) will be displayed at approximately 50 public baths in Aichi Prefecture.

・Distribution of the Aichi Toyota collaboration plan "Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~ Recommended Drive Map."

・Sale of limited collaboration items for "Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~," etc.

[Organizers] Gyunyu Sekken Kyoshinsha Co., Ltd., BEAMS JAPAN [Co-organizer] Aichi Toyota

[Cooperation] Aichi Public Bath Association [Sponsorship] Nagoya City

[Support] Chunichi Dragons, Nagoya Grampus, MONET Technologies Inc.

Special Website: https://www.beams.co.jp/special/sentou2026/

What is the "Sento no Susume" Project?

This is a collaborative project between Gyunyu Sekken, which values the transmission of bath culture, regional contribution, and sports support under its corporate philosophy of "Always Gentle Kindness," and BEAMS JAPAN, which has been involved in store operations and initiatives with local governments and companies from various industries, under the banner of "Disseminating the Goodness and Interest of Japan to Domestic and International Audiences." As lifestyles change, the role and form of public baths are also changing. Amidst this, the project started in 2019 with the aim of passing on the culture of public baths, which have the unchanging charm of being a place for community communication, to the future. We hope to provide an opportunity for people, especially young people who are not familiar with public baths, to visit them. We will continue to liven up Japan's good old public bath culture with many unique and diverse contents.

[Example of 2025 Event]

2025 Event Image 1 2025 Event Image 2 2025 Event Image 3

Original noren were displayed at the entrances of participating public baths. In specially designed public baths, in addition to the noren, original illustrations were installed in the lobby and bathrooms, decorated for "Sento no Susume 2025 ~Osaka/Kansai Edition~."

Gyunyu Sekken Kyoshinsha Co., Ltd.

Since its founding in 1909 (Meiji 42), we have provided products that "contribute to beauty, cleanliness, and health." Under our corporate philosophy of "Always Gentle Kindness," we are committed to "manufacturing" that is gentle on customers' skin, hearts, and the environment. While maintaining the quality-first principle inherited from our founding, we respond flexibly to the needs of the times by incorporating contemporary trends. In recent years, we have flexibly incorporated the needs of the times through a wide range of product development in body care, face care, and hair care, creating new brands in addition to the "Cow Brand" series, including the Red Box and Blue Box.

https://www.cow-soap.co.jp/

About BEAMS JAPAN

Launched in 2016, this is Beams' initiative to disseminate the goodness and interest of Japan both domestically and internationally. It showcases products that highlight Japanese technology, famous regional products, modern culture, art, as well as carefully selected Japanese brands and original apparel, offering a multifaceted introduction to the appeal of Japanese products and experiences. We have also collaborated with local governments and companies from various industries, developing diverse projects such as in-store events, product development, and guidebook production. As of June 2026, BEAMS JAPAN operates 11 stores in Shinjuku, Shibuya, Kyoto, Izumo, Nikko, Miyajima, Kobe, Zenkoji, Maizuru, Dazaifu, and Gion.

https://www.beams.co.jp/beams_japan/