The Soul of the Sento: BEAMS JAPAN Celebrates Japanese Bathhouse Culture
The sento is a special place. In the relentlessly fast paced lifestyle of the megacities of Japan, these public bathhouses offer a sweet release: a moment in time where things slow down, stop entirely even, whilst you soak your problems away. Hot bath, cold bath, sauna, repeat. You spend enough hours in the sento, you feel like you are reborn. It's that good, and if you haven't tried it, we implore you to do so.
So, with the sento being such a cultural pillar for Japan, it makes sense that the Japanese powerhouse, BEAMS, are the ones helping to keep this tradition alive with their Sento no Susume project. With the Sento no Susume project being founded in 2019 as a cultural initiative, BEAMS JAPAN consistently champions regional craftsmanship, traditional practices, and contemporary creativity. Together with Cow Brand Soap, they set out to spotlight the sento not as a relic, but as a vibrant cultural hub with timeless relevance.
This summer, tradition meets pixel power as BEAMS JAPAN, Cow Brand Soap, and Capcom team up to launch Sento no Susume 2025: Osaka & Kansai Edition. It's a bold celebration of the Japanese sento culture through the nostalgic lens of Street Fighter II. Yes, you read that right. From August 7 to September 30, Osaka and the Kansai region will come alive with custom bathhouse decor, exclusive merchandise, and the legendary spirit of E. Honda, Street Fighter’s resident sumo and sento enthusiast.
Behind the campaign’s vibrant visuals and playful pop culture crossover lies a deeper mission: to champion sento culture. For centuries, the sento has been a cornerstone of everyday life in Japan; a space not only for physical cleansing but for emotional connection, community gathering, and cultural continuity. Rooted in Edo-period traditions, these neighborhood bathhouses were once where people of all backgrounds could unwind, share stories, and find common ground.
Though the number of sento across Japan has been steadily declining due to modernization and private bathing options, their value remains undeniable. The sento is a space that transcends time, class, and age. In Japan, there is a quiet pride in maintaining these spaces. The act of bathing together, without pretense, phones, or barriers, is seen as an expression of harmony, humility, and shared humanity. It's this deep-seated cultural philosophy that BEAMS JAPAN and Cow Brand Soap are determined to keep alive.
This year’s special cooperation from Capcom elevates that mission even further. By featuring Street Fighter II icon E. Honda, a character whose home stage is none other than a sento, BEAMS is tapping into the nostalgic heartbeat of 80s and 90s gaming culture, while also inviting younger fans to experience this piece of Japanese heritage for themselves. From exclusive noren (traditional bath curtains) hanging in over 160 sento across Osaka, to immersive murals and a custom arcade machine at Utopia Shiratama Onsen, the entire city becomes a tribute to both gaming and bathing culture.
Beyond visuals, Sento no Susume 2025 features a fully interactive experience: a stamp rally across 12 participating bathhouses encourages exploration and engagement, with limited-edition towels awarded to early participants. Visitors can also shop a curated range of collaborative items—T-shirts, sauna hats, caps, tenugui, and a nostalgic orange soap bar, all designed for both everyday use and sento-hopping.
BEAMS JAPAN continues to establish itself as one of the powerhouses not just in fashion, but in cultural storytelling. In a world of fast trends and fleeting content, BEAMS dares to slow down, to soak, quite literally, in what makes Japan uniquely itself. Through thoughtful collaborations, deep respect for heritage, and an eye toward the future, BEAMS is bridging the gap between the old and the new, ensuring that treasures like the sento remain part of Japan’s living legacy.
Words by Joe Goodwin
Image(s) provided by:
ⓒ BEAMS Co., Ltd.
ⓒ CAPCOM.
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