The sento owners making group bathing in Japan cool again

Covid accelerated a decline but a new breed of bathhouse is reimagining a Japanese tradition

It is a Japanese ritual that stretches back centuries: stripping off in the company of friends and neighbours before stretching out in the recuperative waters of a public bathhouse.

But almost half a millennia after the first sento opened in Tokyo, Japan’s modern-day bathhouses face an existential threat – and are fighting back by redefining the meaning of communal bathing.

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