"Sauna is Freedom": SAUNA NOVA Envisions a "Sauna Culture Without a Single Right Answer" [April Dream]
SAUNA NOVA proposes a culture where sauna is a free and personal time, not a place to seek the "right answer."
📋 Article Processing Timeline
- 📰 Published: April 1, 2026 at 21:34
- 🔍 Collected: April 1, 2026 at 16:47
- 🤖 AI Analyzed: April 17, 2026 at 12:58 (380h 10m after Collected)
Our company endorses April Dream, an initiative to make April 1st a day for sharing dreams. This press release represents the dream of Nova Clearly Inc., which operates "SAUNA NOVA."
SAUNA NOVA participates in April Dream to share its vision of promoting a "free sauna culture," transforming sauna from a place to find the "right answer" into a "free time for oneself."
On April 1st, SAUNA NOVA endorses "April Dream," an initiative for companies and organizations to share their dreams, and communicates the values we cherish and the future we aim to realize.
Our dream is for sauna to become a more free and comfortable culture.
It is to create a world where one can choose their own comfort, not someone else's definition of correct.
About SAUNA NOVA
SAUNA NOVA is a sauna product brand based on the concept of "wearing the best moments."
Whether you want to relax quietly alone or enjoy chatting with friends, there is no single right way to enjoy a sauna.
We aim to spread a culture where sauna is enjoyed as "time for oneself," not for comparison with others.
We deliver products with understated designs and comfort that becomes apparent with use, naturally blending into your body before, during, and after your sauna and outdoor bathing.
Why is "Sauna Freedom" Needed Now?
In recent years, sauna has moved beyond a boom to become a familiar presence for many people.
However, social media and the internet are flooded with vast amounts of information such as "correct ways to enter," "optimal temperatures," "how many minutes to stay," and "how many seconds in a cold bath." And before long, an atmosphere has emerged that dictates, "This is what 'getting in tune' means."
Of course, these can be helpful tips for enjoying a sauna.
However, sometimes this information can restrict the "time to freely enjoy a sauna."
Originally, sauna is time for oneself.
Yet, before we know it, we start comparing ourselves to someone else's standards, wondering, "Am I doing this right?" or "Am I wrong if I can't get in tune?" This can turn what should be a truly relaxing sauna experience into a painful one.
SAUNA NOVA members have also noticed something while frequenting saunas:
The reasons people go to the sauna are surprisingly diverse.
Some go to relieve work fatigue.
Some go to let go of stress.
Some go to lift their spirits and become more positive.
Some go to organize their thoughts and enhance creativity.
Some days you want to go quietly alone, other days you want to sweat and laugh with friends.
All of these are correct, and all are "that person's sauna."
That's why we believe:
Sauna should not be a place to seek the right answer, but a free time to rediscover oneself.
SAUNA NOVA does not impose "how it should be."
You don't need to compare yourself to others.
You can choose according to your mood, your physical condition, and your state of mind on that day.
Our dream is to spread such a "free sauna culture."
The Future SAUNA NOVA Wants to Realize
Our goal is for sauna to become a culture that is more free and allows people to be more themselves.
And a society where everyone can choose sauna "for themselves."
A sauna culture that even beginners can easily start
A world where one respects their own comfort without competing to "get in tune"
Sauna as a habit to rediscover oneself amidst busy daily life
A future where the appeal of sauna facilities and regions spreads even further
A world where sauna becomes a "gift" that one wants to recommend to others
SAUNA NOVA will realize this future through its products.
Past Initiatives (Progress)
1. SAUNA NOVA's Challenge Began with Crowdfunding
SAUNA NOVA started with the desire to deliver the value of "sauna is freedom" through its products.
At the brand's launch, we challenged crowdfunding, transforming the empathy and support of sauna lovers into strength as we proceeded with manufacturing.
2. Collaboration with Sauna Facilities to Bring Real-World Insights into Products
As the next step, SAUNA NOVA collaborated with sauna facilities.
Through sauna hat collaborations with "Sauna Tokyo" and "Mainichi Sauna," we developed products reflecting on-site feedback and promoted initiatives to jointly invigorate sauna culture.
3. Sauna Hats Exceed 20,000 Units Sold with 5 Color Options.
Our flagship product, "Vaceous Sauna Hat Ver3.," has surpassed 20,000 units in cumulative sales.
Supported by a wide range of users, from beginners to heavy users, it has spread nationwide as a "sauna time companion." "Embroidered Sauna Hats" with original embroidery are also growing in popularity as gifts.
4. Launch of New Genre "Sauna Coat." Towards a Sauna Experience You Can Wear
With the concept of transforming sauna ponchos from "wearing over the head" to "donning," we launched a new genre, the "Sauna Coat," transcending existing boundaries. It has been upgraded with long sleeves, a collar, and a front opening, allowing for comfortable "getting in tune" time even in cold winters.
5. Held a Solo Pop-up at CHOOSEBASE SHIBUYA. Creating Real Touchpoints
Beyond online presence, we also advanced efforts to create real touchpoints where customers could physically experience our products, holding a solo pop-up at CHOOSEBASE SHIBUYA to deliver the brand's worldview in person.
6. Launch of New Product "vaceous sauna hat pro." Making Free Sauna Time Even More Comfortable
Most recently, we launched the new product "vaceous sauna hat pro." In addition to making the size and depth even larger, it achieves insulation capable of easily withstanding heat waves. A model chosen by serious sauna enthusiasts who prioritize functionality has been completed.
Future Initiatives
SAUNA NOVA will continue to challenge not only product development but also experience and culture creation to deliver the value of "sauna is freedom" to even more people.
Expand choices for sauna time through the development of new products
Propose sauna as a "gift" to increase gift-giving contexts
Host fan events to create spaces where sauna lovers can connect
Further increase collaborations with sauna facilities and brands to jointly foster the culture
Our Dream
Our dream is for sauna to become a culture that is more free and allows people to be more themselves.
Instead of following someone else's definition of correct,
it is to create a world where one can choose their own comfort.
SAUNA NOVA will continue to spread a "free sauna culture" through products and experiences that do not interfere with sauna time.
What kind of time is sauna for you?
Company Profile / Contact Information
Nova Clearly Inc.
Location: 1-15-6 Kamitanchō, Kanagawa-ku, Yokohama-shi, Kanagawa
Public Relations: Ikeda
TEL: 050-1725-0106
E-mail: press@nova-clearly.com
Corporate Website: https://nova-clearly.com/
Official Release List: https://prtimes.jp/main/html/searchrlp/company_id/115792
#April Dream
SAUNA NOVA participates in April Dream to share its vision of promoting a "free sauna culture," transforming sauna from a place to find the "right answer" into a "free time for oneself."
On April 1st, SAUNA NOVA endorses "April Dream," an initiative for companies and organizations to share their dreams, and communicates the values we cherish and the future we aim to realize.
Our dream is for sauna to become a more free and comfortable culture.
It is to create a world where one can choose their own comfort, not someone else's definition of correct.
About SAUNA NOVA
SAUNA NOVA is a sauna product brand based on the concept of "wearing the best moments."
Whether you want to relax quietly alone or enjoy chatting with friends, there is no single right way to enjoy a sauna.
We aim to spread a culture where sauna is enjoyed as "time for oneself," not for comparison with others.
We deliver products with understated designs and comfort that becomes apparent with use, naturally blending into your body before, during, and after your sauna and outdoor bathing.
Why is "Sauna Freedom" Needed Now?
In recent years, sauna has moved beyond a boom to become a familiar presence for many people.
However, social media and the internet are flooded with vast amounts of information such as "correct ways to enter," "optimal temperatures," "how many minutes to stay," and "how many seconds in a cold bath." And before long, an atmosphere has emerged that dictates, "This is what 'getting in tune' means."
Of course, these can be helpful tips for enjoying a sauna.
However, sometimes this information can restrict the "time to freely enjoy a sauna."
Originally, sauna is time for oneself.
Yet, before we know it, we start comparing ourselves to someone else's standards, wondering, "Am I doing this right?" or "Am I wrong if I can't get in tune?" This can turn what should be a truly relaxing sauna experience into a painful one.
SAUNA NOVA members have also noticed something while frequenting saunas:
The reasons people go to the sauna are surprisingly diverse.
Some go to relieve work fatigue.
Some go to let go of stress.
Some go to lift their spirits and become more positive.
Some go to organize their thoughts and enhance creativity.
Some days you want to go quietly alone, other days you want to sweat and laugh with friends.
All of these are correct, and all are "that person's sauna."
That's why we believe:
Sauna should not be a place to seek the right answer, but a free time to rediscover oneself.
SAUNA NOVA does not impose "how it should be."
You don't need to compare yourself to others.
You can choose according to your mood, your physical condition, and your state of mind on that day.
Our dream is to spread such a "free sauna culture."
The Future SAUNA NOVA Wants to Realize
Our goal is for sauna to become a culture that is more free and allows people to be more themselves.
And a society where everyone can choose sauna "for themselves."
A sauna culture that even beginners can easily start
A world where one respects their own comfort without competing to "get in tune"
Sauna as a habit to rediscover oneself amidst busy daily life
A future where the appeal of sauna facilities and regions spreads even further
A world where sauna becomes a "gift" that one wants to recommend to others
SAUNA NOVA will realize this future through its products.
Past Initiatives (Progress)
1. SAUNA NOVA's Challenge Began with Crowdfunding
SAUNA NOVA started with the desire to deliver the value of "sauna is freedom" through its products.
At the brand's launch, we challenged crowdfunding, transforming the empathy and support of sauna lovers into strength as we proceeded with manufacturing.
2. Collaboration with Sauna Facilities to Bring Real-World Insights into Products
As the next step, SAUNA NOVA collaborated with sauna facilities.
Through sauna hat collaborations with "Sauna Tokyo" and "Mainichi Sauna," we developed products reflecting on-site feedback and promoted initiatives to jointly invigorate sauna culture.
3. Sauna Hats Exceed 20,000 Units Sold with 5 Color Options.
Our flagship product, "Vaceous Sauna Hat Ver3.," has surpassed 20,000 units in cumulative sales.
Supported by a wide range of users, from beginners to heavy users, it has spread nationwide as a "sauna time companion." "Embroidered Sauna Hats" with original embroidery are also growing in popularity as gifts.
4. Launch of New Genre "Sauna Coat." Towards a Sauna Experience You Can Wear
With the concept of transforming sauna ponchos from "wearing over the head" to "donning," we launched a new genre, the "Sauna Coat," transcending existing boundaries. It has been upgraded with long sleeves, a collar, and a front opening, allowing for comfortable "getting in tune" time even in cold winters.
5. Held a Solo Pop-up at CHOOSEBASE SHIBUYA. Creating Real Touchpoints
Beyond online presence, we also advanced efforts to create real touchpoints where customers could physically experience our products, holding a solo pop-up at CHOOSEBASE SHIBUYA to deliver the brand's worldview in person.
6. Launch of New Product "vaceous sauna hat pro." Making Free Sauna Time Even More Comfortable
Most recently, we launched the new product "vaceous sauna hat pro." In addition to making the size and depth even larger, it achieves insulation capable of easily withstanding heat waves. A model chosen by serious sauna enthusiasts who prioritize functionality has been completed.
Future Initiatives
SAUNA NOVA will continue to challenge not only product development but also experience and culture creation to deliver the value of "sauna is freedom" to even more people.
Expand choices for sauna time through the development of new products
Propose sauna as a "gift" to increase gift-giving contexts
Host fan events to create spaces where sauna lovers can connect
Further increase collaborations with sauna facilities and brands to jointly foster the culture
Our Dream
Our dream is for sauna to become a culture that is more free and allows people to be more themselves.
Instead of following someone else's definition of correct,
it is to create a world where one can choose their own comfort.
SAUNA NOVA will continue to spread a "free sauna culture" through products and experiences that do not interfere with sauna time.
What kind of time is sauna for you?
Company Profile / Contact Information
Nova Clearly Inc.
Location: 1-15-6 Kamitanchō, Kanagawa-ku, Yokohama-shi, Kanagawa
Public Relations: Ikeda
TEL: 050-1725-0106
E-mail: press@nova-clearly.com
Corporate Website: https://nova-clearly.com/
Official Release List: https://prtimes.jp/main/html/searchrlp/company_id/115792
#April Dream
FAQ
What is SAUNA NOVA's main concept?
SAUNA NOVA's concept is "Sauna is freedom," proposing a sauna culture where individuals choose their own comfort, not someone else's definition of correct.
What products does SAUNA NOVA offer?
Based on the concept of "wearing the best moments," SAUNA NOVA offers sauna products such as sauna hats (e.g., Vaceous Sauna Hat Ver3., pro) and sauna coats.
What are SAUNA NOVA's future plans?
SAUNA NOVA aims to expand the free sauna culture through new product development, proposing saunas as gifts, hosting fan events, and collaborating with sauna facilities and brands.