BEAMS JAPAN, a brand run by Beams Inc. promoting the charms of Japan, is collaborating with Cow Brand Soap Kyoshinsha Co., Ltd. to host "Sento no Susume 2021," an event to promote the wonders of public baths. This is the second installment of a popular project that was launched in January 2019 and won a Good Design Award. Through original illustrations of public baths by manga artist and writer Mari Yamazaki and various projects to help people enjoy public baths, the event will promote the benefits of public baths, which are further enhanced by combining them with sports. The public bath illustrations will be unveiled at Kotobukiyu, a public bath in Higashi-Ueno, Tokyo, from April 23, 2021, and pop-up shops will open at BEAMS JAPAN stores on April 26, "Good Bath Day."
Public baths are places where people can relax and improve their physical and mental health. They have also long been popular social gatherings for local communities. As lifestyles have changed, the number of users has declined and public baths are becoming fewer and fewer. However, even today, their cultural value lives on in the active lifestyles of the younger generation who are conscious of the wellness of their minds and bodies. To introduce these vibrant modern public baths to as many people as possible, "Sento Recommendation 2021" will match sports with public baths, creating a cycle of energy where people exercise, cheer each other on, take care of their minds and bodies, and connect with others to rejuvenate themselves. The event will feature a variety of content, including public bath illustrations by Mari Yamazaki, various projects to enjoy public baths, public bath merchandise, apparel, and more. Following on from last time, public bath painter Tanaka Mizuki will be painting the bathroom walls at Kotobukiyu once again.
Outline of "Sento Recommendation 2021"
Kotobukiyu
At Kotobukiyu, a public bath in Higashi-Ueno, Tokyo, Yamazaki Mari's public bath painting will be painted on the bathroom wall, and a noren curtain will be hung with Yamazaki Mari's handwritten print of the event title, "Sento Recommendation."
・Sento picture display period Friday, April 23rd to Wednesday, September 15th, 2021 (planned)
・Noren display period Friday, April 23rd to Tuesday, May 25th, 2021
・Access Address: 5-4-17 Higashiueno, Taito-ku, Tokyo TEL: 03-3844-8886 Opening hours: 11:00am - 1:30am (last admission 1:05am) Closed: 3rd Thursday of every month URL: http://www7.plala.or.jp/iiyudana/
Related products
There will be 13 types of Cow Brand Soap in special packaging to commemorate the collaboration, as well as public bath goods and apparel featuring designs featuring illustrations created by Mari Yamazaki for "Sento no Susume 2021" (all prices include tax).
・ Cow Brand Soap in special packaging in BEAMS colors "Cow Brand Orange Box" 407 yen
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"Cow Brand Orange Box"
・ A cotton T-shirt printed with handwritten text by Mari Yamazaki 3,850 yen
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Recommendation for public baths. 2021 Cotton T-shirt
・Quick-drying T-shirts printed with illustrations of six sports (wheelchair basketball/bouldering/javelin throw/surfing/judo/volleyball) - Various types 3,850 yen
Sento Recommendation. 2021 Quick-drying T-shirt
・Quick-drying tenugui towel with illustrations of six different sports printed on it, 2,200 yen
Recommendation for public baths. 2021 Quick-drying Tenugui
・Drawstring bag printed with the Cow Milk Soap packaging drawn in Greek letters and other designs. Available in two colours (beige/navy). Each type: 1,980 yen.
Sento Recommendation. 2021 Drawstring Bag
・Zip case printed with the Milk Soap packaging drawn in Greek letters, etc. 1,100 yen
Recommendation for public baths. 2021 Zip Case
・A foldable yuoke printed with the Milk Soap packaging, featuring Greek letters and other designs, 1,760 yen
Sento Recommendation. 2021 Yuoke
Stores where it is sold
"Sento Recommendation. 2021" related goods will be sold at special corners in BEAMS JAPAN stores (Shinjuku, Shibuya, Kyoto) and BEAMS STREET UMEDA (Umeda, Osaka), as well as the official BEAMS online shop.
・BEAMS JAPAN (Shinjuku) Monday, April 26th – Wednesday, June 30th, 2021
Address: 3-32-6 Shinjuku, Shinjuku-ku, Tokyo TEL: 03-5368-7300 Business hours: 11:00 – 20:00
・BEAMS JAPAN SHIBUYA Monday, April 26th – Monday, May 31st, 2021
Address: 2F Tokyu Plaza, 1-2-3 Dogenzaka, Shibuya-ku, Tokyo TEL: 03-5422-3974 Business hours: 10:00 – 21:00
・BEAMS JAPAN KYOTO Monday, April 26th – Monday, May 31st, 2021
Address: 1F ShinPuhkan, 586-2 Bannocho, Karasuma-dori Anekoji-sagaru, Nakagyo-ku, Kyoto, Kyoto Prefecture TEL: 075-708-6848 Business hours: 11:00-20:00
・In front of BEAMS STREET UMEDA, HEP FIVE 1F Atrium Event Space Thursday, May 6th - Sunday, May 16th, 2021
Address: 1F Atrium Event Space, HEP FIVE 5-15 Kakuta-cho, Kita-ku, Osaka, Osaka Prefecture TEL: 06-6366-3695 Business hours: 11:00-21:00
・BEAMS official online shop Reservations accepted from Monday, April 12th, 2021
URL: https://www.beams.co.jp/tag/210426_BJ_01/
Special Site
Released Monday, April 12th URL: https://www.beams.co.jp/special/teamjapan/sentou/
Comment from Mari Yamazaki
Since ancient times, exercise and bathing have been essential for maintaining a healthy mind and body. Bathing allows us to shed the various layers of armor we wear every day in society and feel the joy of simply being alive. This importance is all the more apparent even in the midst of the current pandemic. I believe the power of bathing, which allowed people to reset their minds and bodies even in the most difficult and challenging circumstances, played a key role in Ancient Rome's success in building a history that spans a thousand years. Like bathing, exercise offers wonderful possibilities for expressing the joy of living, no matter what conditions people face. Wanting to express the importance of living a simple and healthy life without imposing unnecessary reasons or burdens on life, this collaboration between Gyunyu Soap and BEAMS JAPAN focused on the themes of exercise and bathing.
About "Sento Recommendation"
The first installment of "Sento Recommendation," a collaboration between Gyunyu Soap Kyoshinsha Co., Ltd. and BEAMS JAPAN, was held from January to February 2019 as an event promoting how to enjoy public baths. Centered around Kotobukiyu in Higashi-Ueno, the event covered approximately 550 public baths across Tokyo, featuring illustrations of public baths by popular artist Yu Nagaba on the designs of the bathhouses and noren curtains. Along with events such as stamp rallies and talk shows, the event promoted the appeal of public baths to the younger generation. A pop-up shop held at a BEAMS JAPAN store also featured a photo spot modeled after a public bath's ticket counter, and sold limited-edition Gyunyu Soap, apparel, and public bath goods. "Sento Recommendation" received the 2020 Good Design Award (sponsored by the Japan Design Promotion Organization) for connecting public baths with the motivation for visiting them through design and drawing society's attention to the declining public baths.
About Cow Milk Soap Kyoshinsha Co., Ltd.
Since its founding in 1909 (Meiji 42), the company has always placed quality first in its manufacturing, providing products that "contribute to beauty, cleanliness, and health." Guided by its corporate philosophy of "Eternal Kindness," the company values the preservation of bath culture, contributions to the community, and support of sports. "Sento Recommendation" hopes to inspire young people unfamiliar with public baths to visit them. Going forward, the company will continue to promote Japan's good old public bath culture through a variety of unique and diverse content.
About BEAMS JAPAN
BEAMS launched this project in 2016 to promote the good and exciting aspects of Japan to the world. Based at three BEAMS JAPAN stores in Shinjuku, Shibuya, and Kyoto, the project brings together products that highlight Japanese technology, regional masterpieces backed by tradition, modern culture and art, as well as fashion items such as carefully selected Japanese brands and original clothing, promoting the appeal of Japanese things and experiences both domestically and internationally. To date, the project has collaborated with local governments such as Kobe City in Hyogo Prefecture, Beppu City in Oita Prefecture, Nagoya City in Aichi Prefecture, and Fukushima Prefecture, as well as companies from other industries, and is involved in numerous projects, including in-store events, product development, and the publication of guidebooks.
Click here for company press release details
Public baths are places where people can relax and improve their physical and mental health. They have also long been popular social gatherings for local communities. As lifestyles have changed, the number of users has declined and public baths are becoming fewer and fewer. However, even today, their cultural value lives on in the active lifestyles of the younger generation who are conscious of the wellness of their minds and bodies. To introduce these vibrant modern public baths to as many people as possible, "Sento Recommendation 2021" will match sports with public baths, creating a cycle of energy where people exercise, cheer each other on, take care of their minds and bodies, and connect with others to rejuvenate themselves. The event will feature a variety of content, including public bath illustrations by Mari Yamazaki, various projects to enjoy public baths, public bath merchandise, apparel, and more. Following on from last time, public bath painter Tanaka Mizuki will be painting the bathroom walls at Kotobukiyu once again.
Outline of "Sento Recommendation 2021"
Kotobukiyu
At Kotobukiyu, a public bath in Higashi-Ueno, Tokyo, Yamazaki Mari's public bath painting will be painted on the bathroom wall, and a noren curtain will be hung with Yamazaki Mari's handwritten print of the event title, "Sento Recommendation."
・Sento picture display period Friday, April 23rd to Wednesday, September 15th, 2021 (planned)
・Noren display period Friday, April 23rd to Tuesday, May 25th, 2021
・Access Address: 5-4-17 Higashiueno, Taito-ku, Tokyo TEL: 03-3844-8886 Opening hours: 11:00am - 1:30am (last admission 1:05am) Closed: 3rd Thursday of every month URL: http://www7.plala.or.jp/iiyudana/
Related products
There will be 13 types of Cow Brand Soap in special packaging to commemorate the collaboration, as well as public bath goods and apparel featuring designs featuring illustrations created by Mari Yamazaki for "Sento no Susume 2021" (all prices include tax).
・ Cow Brand Soap in special packaging in BEAMS colors "Cow Brand Orange Box" 407 yen
・ A cotton T-shirt printed with handwritten text by Mari Yamazaki 3,850 yen
・Quick-drying T-shirts printed with illustrations of six sports (wheelchair basketball/bouldering/javelin throw/surfing/judo/volleyball) - Various types 3,850 yen
Sento Recommendation. 2021 Quick-drying T-shirt・Quick-drying tenugui towel with illustrations of six different sports printed on it, 2,200 yen
Recommendation for public baths. 2021 Quick-drying Tenugui・Drawstring bag printed with the Cow Milk Soap packaging drawn in Greek letters and other designs. Available in two colours (beige/navy). Each type: 1,980 yen.
Sento Recommendation. 2021 Drawstring Bag・Zip case printed with the Milk Soap packaging drawn in Greek letters, etc. 1,100 yen
Recommendation for public baths. 2021 Zip Case・A foldable yuoke printed with the Milk Soap packaging, featuring Greek letters and other designs, 1,760 yen
Sento Recommendation. 2021 YuokeStores where it is sold
"Sento Recommendation. 2021" related goods will be sold at special corners in BEAMS JAPAN stores (Shinjuku, Shibuya, Kyoto) and BEAMS STREET UMEDA (Umeda, Osaka), as well as the official BEAMS online shop.
・BEAMS JAPAN (Shinjuku) Monday, April 26th – Wednesday, June 30th, 2021
Address: 3-32-6 Shinjuku, Shinjuku-ku, Tokyo TEL: 03-5368-7300 Business hours: 11:00 – 20:00
・BEAMS JAPAN SHIBUYA Monday, April 26th – Monday, May 31st, 2021
Address: 2F Tokyu Plaza, 1-2-3 Dogenzaka, Shibuya-ku, Tokyo TEL: 03-5422-3974 Business hours: 10:00 – 21:00
・BEAMS JAPAN KYOTO Monday, April 26th – Monday, May 31st, 2021
Address: 1F ShinPuhkan, 586-2 Bannocho, Karasuma-dori Anekoji-sagaru, Nakagyo-ku, Kyoto, Kyoto Prefecture TEL: 075-708-6848 Business hours: 11:00-20:00
・In front of BEAMS STREET UMEDA, HEP FIVE 1F Atrium Event Space Thursday, May 6th - Sunday, May 16th, 2021
Address: 1F Atrium Event Space, HEP FIVE 5-15 Kakuta-cho, Kita-ku, Osaka, Osaka Prefecture TEL: 06-6366-3695 Business hours: 11:00-21:00
・BEAMS official online shop Reservations accepted from Monday, April 12th, 2021
URL: https://www.beams.co.jp/tag/210426_BJ_01/
Special Site
Released Monday, April 12th URL: https://www.beams.co.jp/special/teamjapan/sentou/
Comment from Mari Yamazaki
Since ancient times, exercise and bathing have been essential for maintaining a healthy mind and body. Bathing allows us to shed the various layers of armor we wear every day in society and feel the joy of simply being alive. This importance is all the more apparent even in the midst of the current pandemic. I believe the power of bathing, which allowed people to reset their minds and bodies even in the most difficult and challenging circumstances, played a key role in Ancient Rome's success in building a history that spans a thousand years. Like bathing, exercise offers wonderful possibilities for expressing the joy of living, no matter what conditions people face. Wanting to express the importance of living a simple and healthy life without imposing unnecessary reasons or burdens on life, this collaboration between Gyunyu Soap and BEAMS JAPAN focused on the themes of exercise and bathing.
About "Sento Recommendation"
The first installment of "Sento Recommendation," a collaboration between Gyunyu Soap Kyoshinsha Co., Ltd. and BEAMS JAPAN, was held from January to February 2019 as an event promoting how to enjoy public baths. Centered around Kotobukiyu in Higashi-Ueno, the event covered approximately 550 public baths across Tokyo, featuring illustrations of public baths by popular artist Yu Nagaba on the designs of the bathhouses and noren curtains. Along with events such as stamp rallies and talk shows, the event promoted the appeal of public baths to the younger generation. A pop-up shop held at a BEAMS JAPAN store also featured a photo spot modeled after a public bath's ticket counter, and sold limited-edition Gyunyu Soap, apparel, and public bath goods. "Sento Recommendation" received the 2020 Good Design Award (sponsored by the Japan Design Promotion Organization) for connecting public baths with the motivation for visiting them through design and drawing society's attention to the declining public baths.
About Cow Milk Soap Kyoshinsha Co., Ltd.
Since its founding in 1909 (Meiji 42), the company has always placed quality first in its manufacturing, providing products that "contribute to beauty, cleanliness, and health." Guided by its corporate philosophy of "Eternal Kindness," the company values the preservation of bath culture, contributions to the community, and support of sports. "Sento Recommendation" hopes to inspire young people unfamiliar with public baths to visit them. Going forward, the company will continue to promote Japan's good old public bath culture through a variety of unique and diverse content.
About BEAMS JAPAN
BEAMS launched this project in 2016 to promote the good and exciting aspects of Japan to the world. Based at three BEAMS JAPAN stores in Shinjuku, Shibuya, and Kyoto, the project brings together products that highlight Japanese technology, regional masterpieces backed by tradition, modern culture and art, as well as fashion items such as carefully selected Japanese brands and original clothing, promoting the appeal of Japanese things and experiences both domestically and internationally. To date, the project has collaborated with local governments such as Kobe City in Hyogo Prefecture, Beppu City in Oita Prefecture, Nagoya City in Aichi Prefecture, and Fukushima Prefecture, as well as companies from other industries, and is involved in numerous projects, including in-store events, product development, and the publication of guidebooks.
Click here for company press release details
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