Young Generations Breathing New Life into Old “Sento” Public Bathhouses

February 4, 2018

Tokyo- Younger operators of "sento" public bathhouses in Tokyo are infusing "new breath" into the facilities, which had long helped residents in local communities feel refreshed and relaxed.

The number of sento are declining as more and more people own baths at home. But some operators have achieved a turnaround in the number of customers thanks to their unique efforts, such as holding musical events and "yose" Japanese vaudeville shows.

In 2010, Naofumi Kurita, 34, became the third-generation owner of Umeno-yu in Tokyo's Arakawa Ward. His first job was to open a Twitter account for the bathhouse.

Sento operators "did not make sufficient efforts to attract new customers," Kurita said, recalling there were almost no operators who sent out information on their facilities at that time.

Thanks to the spread of the use of smartphones, Umeno-yu has successfully expanded its customer base via social networks.

Kurita is promoting the place also by having customers enjoy listening to "rakugo" funny stories at its lounge and have drinks at the "bandai" front desk in collaboration with a local bar.

Furthermore, he has been holding picture-story shows to teach children proper bathing methods and let them actually take a bath.

"I want customers to discover something new at Umeno-yu," he said.

Sales at Kosugi-yu, a public bathhouse in Suginami Ward established in 1933, increased by some 10 pct over the past year.

Yusuke Hiramatsu, the 37-year-old third-generation owner, launched a project called "sento living," when all rooms in a neighboring apartment building Kosugi-yu owns became vacant in January last year.

After discussing how to use the rooms before the building is dismantled a year later with regular customers, Hiramatsu decided to rent the rooms for free on condition that residents promote the sento. Jiji Press