Earth Corporation x Kwansei Gakuin University: Industry-Academia Collaboration to 'Cancel' the 'Bath Cancellation' Trend!

Earth Corporation (Headquarters: Chiyoda-ku, Tokyo; President: Katsunori Kawabata; hereinafter "Earth Corporation") has participated in an industry-academia collaboration project between a corporation and a university seminar, aimed at improving the physical and mental health and self-care awareness of young people. In collaboration with Professor Junya Ishibuchi and students from the School of Business Administration at Kwansei Gakuin University, the company will research and implement initiatives to promote self-care through "bathing." As the culmination of this effort, students will lead the planning and operation of an awareness-raising booth at "KANSAI COLLECTION 2026 SPRING & SUMMER," to be held at Kyocera Dome Osaka on April 5, 2026 (Sunday). A scene from the class where our employees participated as guest lecturers

In recent years, the behavior of going to sleep without taking a bath or shower due to fatigue, stress, or simply finding it troublesome—referred to as the "bath cancellation" trend—has become a hot topic on social media. Therefore, in this project, students have developed promotional plans from a youth perspective to solve the challenges of "canceling the bath cancellation" and "increasing the usage rate of bath salts." We aim to encourage an increase in the frequency of bathing and support our customers' healthy bath lifestyles. 【Research Content】 November 24, 2025 The "Industry-Academia Collaboration Class" for the second semester of the university began. Our company participated in the class as guest lecturers, presenting our own health-related challenges and conducting a lecture. November 2025 – February 2026 Students worked in competing teams to conduct product research and develop promotional plans. After a final judging session of the four team proposals, the implementation plan was decided. April 5, 2026 At "KANSAI COLLECTION 2026 SPRING & SUMMER," we will exhibit an awareness-raising booth, jointly operated by the company and led by the students, to conduct outreach activities for attendees. 【Booth Exhibition Overview】 1. "Bath Type Diagnosis" and "Relatable" Panels in the Dialect of a Kansai Auntie Based on questions about the attendees' lifestyles, we will diagnose them into one of three bath types: "Quick Type," "Whimsical Type," or "Thorough Type." Additionally, we will display "relatable moments where you felt glad you took a bath" for each type, written in the "Kansai Auntie" dialect, providing a trigger for people to feel that "maybe taking a bath is a good idea." 2. Exhibition and Giveaway of the Total Care Bath Salt "OFFROM" We will exhibit "OFFROM Slowly Tablet," a bath salt recommended for the night before an important day, and set up a corner where visitors can experience the actual scent of the product. Furthermore, to encourage bathing after returning home, we will present booth visitors with a "message card" that reveals text when floated in hot water. We also have a campaign linked to social media (X, Instagram) where visitors can receive bath salts by following our official account or reposting designated posts.