Aichi and Nagoya to host Sentou no Susume 2026 bath culture project

Cow Brand Soap Kyoshinsha and BEAMS JAPAN, in collaboration with Aichi Toyota, will launch the “Sentou no Susume 2026 — Aichi/Nagoya Drive Edition” project from September 2 to October 26, 2026. This initiative aims to promote Japanese public bath (sento) culture through a themed driving and bathing experience in the Aichi and Nagoya regions.

The campaign features mascots Doala from the Chunichi Dragons and Grampus-kun from Nagoya Grampus as key visuals. Approximately 50 sento across Aichi Prefecture will display original noren curtains, and the “Pokapoka Onsen Shinmoriyama no Yu” in Nagoya will receive full interior decorations.

Participants can engage in a digital stamp rally organized by the Aichi Prefecture Public Bath Association, offering prizes such as limited-edition stickers and bags. Additionally, the project will release exclusive merchandise, including T-shirts, caps, and sauna hats, available through BEAMS Nagoya and various online stores.