Japanese bath houses, known as sento in Japanese, have slowly been getting makeovers in Tokyo as part of a campaign to put them on the radar for younger customers and international visitors. With the help of the popular Japanese fashion brand Beams, these sento (some with over 70 years of history) are getting a mod facelift.
Bathhouses seek to boost brand
More than 500 bath houses in the Tokyo area have updated their signage and noren curtains to be more modern, hip and minimalist. The campaign is backed by the popular fashion house Beams.