A "hot bath" with unique characters. This year's "Sento no Susume," which is the talk of the town, will again feature a wide variety of contents.

The visuals are reminiscent of the fighting games I played as a child without losing track of time. If you look closely, you will see that the battle stage is a public bathhouse.

This is the latest visual for "Sento no Susume", a project by BEAMS JAPAN and Milk Soap Kyoshinsha Corporation, a major hit product of Milk Soap, in cooperation with Capcom Co. Ltd. and "Street Fighter II," a game loved around the world.

To reiterate, this project was launched in 2019. In order to pass on to the future the sentou, which plays a major role as a place of communication in the community, we have been developing content that will make even those who are not familiar with sentou want to visit them.

Therefore, this year, under the title of "Sento no Susume 2025 - Osaka/Kansai version", we will enliven the good old Japanese sento culture with unique devices that follow the world view of the work.

This time, among the unique characters appearing in "Street Fighter II," Edmond Honda, who is full of love for public baths and makes the public bath "Honda-yu" his home stage, was chosen as the main character.

The visuals created for this event will be displayed in the lobby of "Utopia Shiratama Onsen" in Osaka, and a sento painting symbolizing sento communication will also appear on the wall inside the bathroom. Other features include original decorations on the noren (bamboo blinds) and a custom-made game machine in the lobby, allowing visitors to enjoy both the bathhouse and "Street Fighter II" at the same time.

And not to forget the original items. As usual, when it comes to public baths, there are a wide variety of items! There is a rich lineup of variations of these items.

E.HONDA T-shirt ¥7,150
M,L,XL

COW T-shirt ¥7,150
M,L,XL

COW CAP ¥6,600
Navy/Beige

Tenugui hand towel ¥3,080

Sauna Hat ¥6,600
Orange/Navy

Cow Brand/Orange Box Soap ¥495

ISETO × BEAMS JAPAN Neo Yubakoer Clear ¥1,760

Cool & Hot x BEAMS JAPAN Body Towel ¥1,100

During the event, a stamp rally will also be held where visitors can obtain a not-for-sale towel with an exclusive design. The number of participants is limited to 4,500 on a first-come, first-served basis,Target hot water listWe invite you to join us by checking out the

A pop-up store to celebrate the launch of the project will be opened in a limited number of BEAMS stores in the Kansai area. Sales will also be available at the online store from 10:30 a.m. on August 7 (Thu.), the first day of the event, so those living far away need not worry.

This is a great event for public bathhouse lovers, so let's take a moment to look at this one.Special Sitefor more information on the items and look forward to the date of the event.