In collaboration with Capcom, Cow Milk Soap x BEAMS JAPAN will launch "Sento Recommendation 2025 - Osaka/Kansai Edition" on Thursday, August 7th.

"Sento Recommendation" is a project by BEAMS JAPAN and Cow Milk Soap Kyoshin Co., Ltd. to spread the word about how to enjoy local public baths.

This will be the fifth time the event is being held, and it will be set in the Osaka/Kansai area, which is currently attracting attention from all over the world. With the cooperation of Osaka game maker Capcom Co., Ltd., the event will run from Thursday, August 7th to Tuesday, September 30th, and will feature content focused on communication based on the worldview of "Street Fighter II," a fighting game loved both in Japan and overseas.

This time, from among the many unique characters that appear in Street Fighter II, Edmond Honda, a bathhouse lover, was chosen as the main character to create the key visual. At Utopia Shiratama Onsen, a public bathhouse in Joto Ward, Osaka Prefecture, this key visual will be displayed in the lobby, and on the walls of the bathroom there will also be pictures of the bathhouse that will make you look forward to taking a bath with the unique characters.

In addition, POP UP SHOP selling original items with designs of "Street Fighter II" and "Edmond Honda" will be set up for a limited time at "BEAMS Tennoji", "BEAMS Namba" and "BEAMS Umeda". In addition, some items will be sold at 23 stores in the Kansai region during the event.

In addition, during the period, approximately 160 public baths in Osaka Prefecture will hang special "Sento Recommendation" curtains and hold a public bath stamp rally where the first 4,500 people will receive an original towel.

During this period, we plan to run a social media campaign targeting travelers visiting Japan, where they will be given original stickers from this project.

With this comprehensive content, why not take a tour of Osaka and its public baths, a city that is attracting attention from all over the world this summer?

"Recommendations for Public Baths 2025 - Osaka/Kansai Edition" - Noren curtains, public bath paintings, and more
Take over the entire bathhouse with original decorations!

During the period from Thursday, August 7th to Tuesday, September 30th, 2025, the first 4,500 people who collect stamps at 12 different bathhouses participating in this project will receive original "Sento no Susume 2025 ~Osaka/Kansai Edition~" goods. Stamp rally sheets will be distributed at each bathhouse and can also be downloaded from the "Sento no Susume 2025 ~Osaka/Kansai Edition~" special website and BEAMS OFFICIAL WEBSITE below. For details on participating bathhouses, please see the special website.

■ Overview of "Sento Recommendations 2025 - Osaka/Kansai Edition"

■ What is the "Sento Recommendation" project?
This is a collaborative project between Cow Milk Soap, which values the preservation of bath culture, contribution to the community, and support of sports under its corporate philosophy of "Eternal Kindness," and BEAMS JAPAN, which has been operating stores and working with local governments and companies in different industries under the slogan "Spreading the goodness and excitement of Japan to the world."
As lifestyles change, the role and form of public baths are also changing. However, this project was launched in 2019 to preserve the timeless appeal of public bath culture as a place for local communication for future generations.
We hope to inspire young people and other people who are not familiar with public baths to visit them, and will continue to promote Japan's good old public bath culture with a wide range of unique and diverse content.

About Cow Brand Soap Co., Ltd.
Since our founding in 1909 (Meiji 42), we have been providing products that are "useful for beauty, cleanliness, and health." Based on our corporate philosophy of "Eternally gentle," we strive to create products that are kind to our customers' skin, mind, and the environment. Our company will be celebrating its 116th year since its founding this year, and while maintaining our traditional quality-first philosophy, we will continue to respond to our customers' needs by incorporating the trends of the times. In recent years, we have flexibly adopted the needs of the times through the development of a wide range of products for body care, face care, and hair care, and have created new brands in addition to our "Cow Brand" brands, including the Red Box and Blue Box.
https://www.cow-soap.co.jp/