Onsen Tamago

A uniquely Japanese bathing culture built around natural hot springs born of volcanic geography. Cherished since ancient times for physical and mental healing as well as social bonding, onsen culture — together with ryokan hospitality and the charm of hot spring towns — has become an IP symbolizing the Japanese lifestyle.

A hot spring city boasting the highest volume of spring water in Japan. Known for its 'Beppu Hatto' — eight distinct onsen areas — and 'Jigoku Meguri' (Hell Tour), the city has roughly 2,300 individual springs. Diverse tourism experiences leverage these thermal resources in creative ways.

One of Japan's 'Three Great Hot Springs' in Gunma Prefecture. Roughly 4,000 liters of hot spring water gush per minute from the Yubatake (hot water field), and unique bathing customs include yumomi (water stirring) shows. It consistently ranks among Japan's most popular onsen destinations.

Hokkaido's premier hot spring resort, nicknamed the 'Department Store of Onsen' for its nine different spring types. The Jigokudani (Hell Valley) with rising steam and sulfur scents conveys nature's overwhelming power. Welcoming about three million visitors annually, it excels at hosting international tourists.

A 1,300-year-old hot spring town in northern Hyogo. Seven public bathhouses are scattered along charming willow-lined streets, and the custom of strolling between baths in yukata and geta is the signature experience. Also known as the setting of Shiga Naoya's literary work 'At Kinosaki.'

One of Japan's 'Three Great Hot Springs' alongside Arima and Kusatsu. Its smooth alkaline simple spring water is renowned as a 'beauty bath.' The hot spring town along the Hida River features foot baths and a free open-air spring. The rustic charm of the Hida mountain village adds to its appeal.

A Japanese public bathing culture dating from the Edo period, serving as community social spaces. With distinctive features like painted Mt. Fuji murals and tile art, sento have been rediscovered by younger generations and international tourists amid retro and sauna trends.