Street Fighter II’s E. Honda Takes Over Osaka’s Bathhouses This Summer

This summer, the nostalgic world of Street Fighter II collides with Japan’s traditional bathhouse culture as E. Honda becomes the face of the Sento no Susume 2025 (Osaka & Kansai Edition). Presented by Beams Japan and Cow Brand Soap, this exciting campaign aims to revitalize the unique sento experience, celebrating its cultural significance while inviting both fans and newcomers to enjoy its charm.

• Event Duration: August 7 – September 30, 2025
• Main Venue: Utopia Shiratama Onsen, Osaka
• Featured Brands: Beams Japan, Cow Brand Soap, Capcom
• Special Merchandise: T-shirts, caps, towels, and more
• Limited Edition Prizes: 4,500 Street Fighter II-themed towel sets

Transforming Bathhouses into Gaming Realms

For those who spent countless hours mastering combos in Street Fighter II, E. Honda’s stage is unforgettable. The traditional sento bathhouse, complete with intricate tile work and a sumo ring, serves as a vibrant backdrop that many players associate with the game. This summer, that iconic stage is coming to life in Osaka, where visitors can immerse themselves in a nostalgic atmosphere.

From August 7 to September 30, 2025, Utopia Shiratama Onsen will transform into a Street Fighter II-themed haven. Guests will be greeted by stunning artwork depicting E. Honda alongside the game’s hero, Ryu. A specially commissioned mural will grace the bath’s interior walls, enhancing the overall experience.

A Cultural Collaboration

The Sento no Susume initiative, launched in 2019, focuses on celebrating and preserving Japan’s sento culture. Beams Japan, known for its dedication to promoting Japanese creativity, collaborates with Cow Brand Soap, a trusted name in the soap industry for over a century. This partnership reflects their shared vision of supporting local communities and maintaining the traditions of bathhouses.

As the campaign expands across the Kansai region, around 160 bathhouses will display limited-edition noren curtains featuring E. Honda. This visual representation not only honors the game but also sparks interest in sento culture among a broader audience.

Stamp Rally and Limited-Edition Prizes

One of the most exciting aspects of the Sento no Susume 2025 campaign is the stamp rally. Participants can visit 12 different sento locations, collecting stamps along the way. Completing the rally makes them eligible for one of 4,500 limited-edition prize sets, which include original Street Fighter II-themed towels. This interactive element encourages exploration and engagement with the bathhouse community.

Exclusive Merchandise at Pop-Up Stores

In addition to the immersive experience at the bathhouses, Beams will host pop-up stores in three locations throughout the Kansai region. From August 7 to 21, Beams Tennoji and Beams Umeda will showcase the collaboration, while Beams Namba will continue offering the merchandise until August 31. Visitors can purchase special sento-themed items, including:

• T-shirts
• Caps
• Sauna hats
• Towels
• Wash buckets
• Cow Brand soap in a limited-edition box

Additionally, key items will be available at 23 other Beams locations across the country during the campaign period, making it easy for fans to grab a piece of the action.

Connecting Generations Through Bathhouse Culture

The role of public bathhouses has evolved over the years, yet they remain vital spaces for relaxation and community connection. Sento no Susume aims to inspire a new generation to appreciate these unique cultural hubs. By combining the nostalgic appeal of Street Fighter II with modern marketing strategies, the campaign seeks to engage both avid gamers and those unfamiliar with sento.

Since its inception, Sento no Susume has consistently pushed creative boundaries, making bathhouse culture relevant to contemporary audiences. The 2025 campaign highlights one of the most cherished aspects of sento culture: the ability to bring together strangers and foster spontaneous connections.

Social Media Campaign for Visitors

Travelers to Japan can participate in a special social media campaign, where they can share their experiences and receive an exclusive sticker from the collaboration. This initiative not only promotes the event but also encourages visitors to engage with the vibrant culture of Japan’s bathhouses.

Conclusion

Sento no Susume 2025 (Osaka & Kansai Edition) promises to be an unforgettable experience, merging the world of gaming with the rich traditions of Japanese bathhouse culture. Whether you’re a long-time fan of Street Fighter II or a newcomer to sento, this campaign offers a unique opportunity to explore, connect, and celebrate a beloved aspect of Japanese life.

For more information about participating sento locations and the full range of activities, be sure to check the official event page.

Reader Q&A

What is Sento no Susume?

Sento no Susume is a collaborative project aimed at celebrating and preserving Japan’s sento culture, launched by Cow Brand Soap and Beams Japan.

When does the event take place?

The event runs from August 7 to September 30, 2025.

What merchandise will be available during the campaign?

Limited-edition items include T-shirts, caps, towels, and Cow Brand soap, among others, available at pop-up stores across the Kansai region.