Tokyo Launches “WELCOME! SENTO Campaign” Showcasing the Unique Appeal of Japan’s Public Baths to Overseas Tourists

TOKYO, August 28, 2025 — The Tokyo Metropolitan Government, in partnership with the Tokyo Sento Association, today announced that its “WELCOME! SENTO Campaign” will launch on September 1.
This initiative is designed to introduce Tokyo’s traditional sento (public bathhouses) to overseas visitors, offering them an authentic cultural experience. As part of the campaign, 63 public baths in the Tokyo metropolitan area have been certified as “tourist-friendly;” they will provide an especially warm welcome to overseas travelers, offering multilingual support, bath amenities, and a spirit of hospitality.
The campaign will additionally feature a variety of initiatives, including discount bath tickets for tourists, promotional content for the media such as PR posters, videos and personal experience articles, as well as awareness campaigns tied to major international events such as the World Athletics Championships and the Deaflympics. The aim of these initiatives will be to share the timeless charm and modern comfort of Tokyo’s public baths with the world.

♨Tourist-Friendly Sento

The certification of tourist-friendly sento locations is designed to ensure that overseas tourists can enjoy public baths comfortably and safely.
Key features of these locations include:
・ Multilingual service using translation apps and other tools
・ Multilingual signage throughout the facility
・ Cashless payment options
・ Amenities for visitors
・ For those agreeing to participate in a survey, a gift of an original tenugui Japanese cotton towel (limited numbers available, will be offered on a first-come, first-served basis; see image on the right)
Campaign period: Monday September 1, 2025 – Saturday February 28, 2026

♨TOKYO SENTO COUPON for Tourists
(Discount Bath Tickets)

Tourists staying at designated hotels in Tokyo will receive a leaflet with a discount coupon, allowing them to enjoy the facilities of a public bath for just 300 yen at certified locations.
Distribution & Usage Period: September 1, 2025 – February 28, 2026
(There will be a fixed number of coupons, and this particular campaign will end when these have been distributed.)
A list of participating hotels can be found in the official campaign website: https://welcome-sento.com/
 

♨Public Bath Promotion for Tourists To raise awareness among visitors, the campaign will deploy:
・ PR Posters (Toei Subway stations, Tokyo Tourist Information Centers)
・ PR Videos (airport signage, train screens, YouTube ads)
・Personal Experience Articles (first-hand stories of overseas visitors, published on the campaign website)

 

♨Public Bath Awareness Campaign

Leveraging Tokyo’s hosting of major international sporting events, the campaign will spotlight the rich diversity of Tokyo’s public bath scene, including the “Miyazukuri” architectural style, with the following initiatives:
・During the World Athletics Championships in September and the Deaflympics in November, discount bath tickets will be distributed at PR booths and event venues (the same tickets as those offered through the TOKYO SENTO COUPON for Tourists program).
・Special themed “Athletes’ Baths” will be offered at selected public baths, with posters featuring the Tokyo 2025 mascots “Riku-Wan” (World Athletics) and “Yurito” (Deaflympics).

For more information about the campaign, please visit the official campaign website or the Tokyo Sento Association website, as follows:
・ Japanese: https://welcome-sento.com/jp/
・ Chinese: https://welcome-sento.com/cn/
・ English: https://welcome-sento.com/
・ Korean: https://welcome-sento.com/ko/
・ Tokyo Sento Association website: https://www.1010.or.jp/