Sento (Public Bathhouse)

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.

An ancient hot spring in Yamanouchi, Nagano Prefecture, known since the Nara period. Nine shared public baths and inns cluster tightly in a narrow valley, preserving the Edo-period onsen town character. The 'hot spring hopping' culture is particularly developed here, with guests traditionally visiting all nine public baths. Recently renewed attention through a 2023 anime film.

A traditional hot spring bath-hopping culture in Kinosaki, Toyooka, Hyogo Prefecture. Wooden-constructed small-scale public bathhouses built from the Taisho to early Showa periods form the town landscape. The 'Sotoburo' (external bath) system allows ryokan guests to experience multiple thermal baths throughout town. The fusion of historic wooden architecture and hot spring culture symbolizes Japanese aesthetic charm.

A distinctive tourism tradition in Kinosaki Onsen, Toyooka, where visitors tour seven public bathhouses in traditional yukata robes. Continuing from the Edo period, each bath features unique mineral properties and architectural styles. The entire resort town was designed based on sanatorium principles, embodying therapeutic culture in its urban layout. It preserves a Taisho-era romantic atmosphere and represents an important cultural heritage.

Hot spring village in Nozawa, Nagano Prefecture. Thirteen community-owned free outdoor baths (called 'yushiya') scattered throughout the village create a unique shared bathing culture used by locals and tourists alike. An Edo-period communal hot spring management system continues functioning today. The entire onsen town operates as an integrated healing community, forming the core of local identity.

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.