Photo/Illutration Yusuke Hiramatsu, the third-generation proprietor of the Kosugiyu public bathhouse in Tokyo’s Suginami Ward, on Nov. 22 (Natsumi Nakai)

While “sento” public bathhouses continue to shutter nationwide, a long-established operator is planning to open its second location in the heart of Tokyo’s hip Harajuku district.

The second bathhouse will operate inside a commercial facility scheduled to open in spring 2024, surrounded by cafes and apparel shops in Harajuku, which is constantly bustling with shoppers and tourists.

“I want to show in Harajuku that sento are needed now more than ever,” said Yusuke Hiramatsu, 43, the third-generation proprietor of the original bathhouse.

Housed in a traditional building the government designated as a tangible cultural property, the bathhouse Kosugiyu has been operating in a residential area in the Koenji district of the capital’s Suginami Ward.

Many generations of local patrons have loved it for 90 years.

The idea of a second location in Harajuku began a few years ago when a real-estate developer in charge of redevelopment projects in the Shibuya and Harajuku districts approached Hiramatsu with the suggestion to open another bathhouse.

The company singled out Kosugiyu because it has been popular among young people, with those in their 20s and 30s accounting for 40 percent of its customers.

But Hiramatsu did not immediately accept the offer because he was worried how his patrons would react to the decision.

CREATING CIRCLE OF FRIENDS

While the proprietor was at a loss over what to do, his long-time beliefs gave him the push he needed.

He believes that a chance meeting in a bathhouse can bring changes to society.

A bathhouse has a unique feel to it, where many people share the same space and relax in a bath together.

Hiramatsu has always believed that if patrons spontaneously strike up conversations, it can create a loose circle of friendship that can provide comfort to them.

He decided to open the second location because he wanted to show that the society still needs public bathhouses in such a vast city.

In preparation for opening the new place, Hiramatsu has attended meetings and events to build relationships with shop operators in Harajuku.

He feels confident about the project as he often comes across people who say they are looking forward to seeing the bathhouse open.

SHADOW OF ITS PEAK

Since many homes had no bath after World War II, the number of public bathhouses rose to maintain public hygiene.

But the figure has continually fallen with the changing times.

There were 17,999 public bathhouses in the peak year of 1968, according to the National Federation of Public Bath Industry Trade Unions, which nearly 90 percent of bathhouse operators nationwide were affiliated with. 

But after the high-growth era, private baths became commonplace, spurring a decline in customers.

Also influenced by the popularity of the “super sento,” or large spa facilities equipped with many varieties of baths and restaurants, and other factors, the number of public bathhouses dropped to 1,755 as of April 1, 2023.

Despite such circumstances, Hiramatsu increased the number of customers 1.5-fold as he organized various events, added a co-working space and underwent other endeavors after he took over the family business in 2016.

In response to young people suddenly falling in love with saunas, he received the suggestion to add a sauna to the second location.

But he declined the proposition, saying he wanted to offer what makes Kosugiyu what it is, which is offering a small piece of happiness to everyday life.

“Although public bathhouses have long been referred to as a declining industry, I want to show that we can take on a new challenge,” Hiramatsu said. “And I want many people to learn about the possibilities of sento.”

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