Over 90 Years in Business, Kusatsu Onsen's Long-Standing Shop 'Surugaya' Official Online Shop Renewed. Popular Souvenirs from the Physical Store Now Available Nationwide.

On Wednesday, April 1, 2026, the official online shop (https://kusatsu-onsenhap.com/) for "Kusatsu Onsen Miyage Surugaya" (Location: 507-1 Oaza Kusatsu, Agatsuma-gun, Kusatsu-machi, Gunma Prefecture), a long-standing shop with over 90 years of history on Kusatsu Onsen's Nishigawara Dori, will be renewed.

With this renewal, Surugaya will newly launch online sales of original Kusatsu souvenirs and unique Kusatsu Onsen souvenirs that have been exclusively sold at physical stores until now.

As a result, the site will be reborn as the official "Surugaya" online shop, which will deliver the charm of Kusatsu Onsen more broadly, transitioning from a specialty EC site for bath additives.

【Renewal Overview】

■ Renewal Date: Wednesday, April 1, 2026

■ Site URL: https://kusatsu-onsenhap.com/

■ Main Changes

① Significant Expansion of Product Handled

In addition to the existing "Yusei Kusatsu Onsen Hap" (bath additive), original souvenirs and unique Kusatsu Onsen souvenirs that have been popular at physical stores for many years will be newly added to the lineup.

Items unique to "Surugaya," allowing customers to feel the climate and culture of Kusatsu Onsen, will now be available for purchase from anywhere in Japan.

② Renewal of Site Concept

The site will be revamped from its previous status as a specialty bath additive site to an official online shop handling both bath additives and souvenirs.

The site aims to be a place where all those who love Kusatsu Onsen can experience its charm, whether before a trip, after a trip, or when visiting the area is difficult.

③ In-Store Pickup Available for "Yusei Kusatsu Onsen Hap"

Since the start of online sales in April 2021, we have received many warm requests saying, "We want to pick it up directly at the store."

In response to these requests, we will begin an in-store pickup service for "Yusei Kusatsu Onsen Hap."

Please stop by when you visit Kusatsu.

【Background and Purpose of Renewal】

Since its establishment in Showa 10 (1935), "Surugaya" has been a long-standing shop cherished by local residents and visiting tourists on Nishikawara Dori in Kusatsu Onsen. In Showa 28 (1953), they established their own bath additive factory and began manufacturing and selling "Yusei Kusatsu Onsen Hap" (quasi-drug) bath additives containing Kusatsu Onsen ingredients.

Since then, they have continued to sell it for over 70 years, with cumulative sales exceeding 1 million bottles (calculated as 500ml bottles).

Meanwhile, at their physical stores, they have curated a selection of souvenirs that cherish the climate and culture of Kusatsu for many years.

However, these products have continued to be available only "if you come to Kusatsu," and many customers from afar or those who find it physically difficult to visit Kusatsu have requested, "We want to buy them online."

Furthermore, since opening the official online shop for "Yusei Kusatsu Onsen Hap" in 2021, we have realized that more customers are becoming aware of "Surugaya" through the bath additives and developing an interest in Kusatsu Onsen and its inns.

Based on this background, with this renewal as an opportunity, they have decided to deliver the charm of Kusatsu Onsen more broadly online, not limited to bath additives.

They will now deliver to customers nationwide the deep affection for Kusatsu cultivated over their 90+ year history and their commitment to delivering products rooted in the region, through their online shop.

【Newly Handled Products】

The products that will newly begin online sales after the renewal are those that have been handled at physical stores for many years and have been well-received by many customers.

Starting with Surugaya's original products, they will offer a wide selection of carefully chosen items that allow customers to feel the unique charm of Kusatsu Onsen.

At Surugaya, under the philosophy of "delivering products we are confident in while cherishing the atmosphere of Kusatsu," which they have valued for over 90 years, they will continue to develop carefully selected products.

【About Surugaya Group】

In Showa 10 (1935), the founder, originally from Shizuoka, opened a souvenir shop "Surugaya" on Nishikawara Dori in Kusatsu Onsen, incorporating his hometown (Suruga) into the shop's name.

For over 90 years since then, while witnessing the changes of the hot spring town, they have continued to be loved by the region and tourists.

Currently, they operate the following businesses centered around Nishikawara Dori in Kusatsu Onsen.

■ Kusatsu Onsen Miyage Surugaya

With two stores on Kusatsu's Nishikawara Dori, they sell a variety of items related to Kusatsu Onsen, including Surugaya's original products.

From April 1, 2026, they will begin selling some of the products handled in their physical stores online.

■ Bath Additive Manufacturing and Sales "Yusei Kusatsu Onsen Hap" (Quasi-drug)

Manufactured since Showa 28, it is the only bath additive formulated with Kusatsu Onsen ingredients.

It is effective for various ailments such as neuralgia, lower back pain, rheumatism, and skin conditions like eczema and athlete's foot.

It is a trusted product that has been adopted by nursing care facilities and used in the deployment of the Self-Defense Forces to Iraq.

■ Accommodation Facilities

"Ryokan Surugaya" (Full renovation in 2017)

A lodging facility with private onsen baths where guests can enjoy two types of hot spring sources: Yuhata and Watanoyu.

https://kusatsu-surugaya.com/

"Oyado Yukimomiji" (Opened in 2019)

A free-style inn where guests can use four private onsen baths for free with unlimited time.

https://yukimomiji.com/