Yuasobi Co., Ltd., operator of Kosugiyu Harajuku, announces its third-term initiatives.

Yuasobi Co., Ltd. (Headquarters: Jingumae, Shibuya-ku, Tokyo / Representative Director: Eriko Sekine / hereinafter "Yuasobi"), which operates "Kosugiyu Harajuku" (established in Reiwa 6), will enter its third term starting August 2026. Since its opening in 2024, we have been responsible for the operation of Kosugiyu Harajuku and the production and operation of "Chikaichi," a 151-tsubo floor that includes Kosugiyu Harajuku. Our goal at Yuasobi is to continue to operate a public bathhouse in the heart of Harajuku where anyone can casually drop in.

However, operating a public bathhouse in a commercial facility at the Jingumae intersection is challenging with revenue solely from bathing fees. With the support of many partner companies and Yuasobi's promotional efforts, we have been able to continue offering our public bath at ¥550 (¥520 at opening). Nevertheless, the burden of water costs, rising prices, and utility expenses remains significant, leading us to believe new initiatives are necessary. Therefore, we have decided to begin recruiting for mirror advertisements.

◼️ [Kosugiyu Harajuku] Mirror Advertisement Recruitment Begins

Kosugiyu Harajuku's bathrooms have a total of 18 mirrors, 9 for each gender. We are widely seeking companies, organizations, stores, and individuals who wish to place mirror advertisements for one year on the lower part of the circular mirrors. The design will be created by Yuasobi's designer team, taking into account the atmosphere of Kosugiyu Harajuku and based on your requests.

Please check the application form for details.

https://forms.gle/Lwrttxfskd5CV6tx7

◼️ Free Distribution of Public Bathhouse POP Designs

We are releasing the design data for the POPs that have helped create the space of Kosugiyu Harajuku as free assets.

At Yuasobi, we have created many POPs to make the public bathhouse a more comfortable and warm space for both regular visitors and first-timers. We are happy to share these design data with everyone who likes them, not just for Kosugiyu Harajuku, and have decided to release them.

If you are interested, please check the details on note.

https://note.com/kosugiyuhrrajuku/n/n3f1d5a1075b2

[Usage Precautions]

The copyright of this design data belongs to Yuasobi Co., Ltd. (or Kosugiyu Harajuku). We are providing it free of charge with the aim of enriching the daily public bath experiences of people at hot spring facilities, public bathhouses nationwide, and individuals.

- Resale for commercial purposes, redistribution of data, or secondary sales are strictly prohibited.

- Please refrain from altering or modifying the designs (e.g., deleting or changing text or illustrations).

- We are not responsible for any troubles or damages incurred through the use of this data.

◼️ Fujifilm Joins as a "Chikaichi" Partner.

Furthermore, as the biggest update for this third term, Fujifilm has decided to join as a partner company for the B1 floor "Chikaichi" of Kosugiyu Harajuku.

"Chikaichi" is the name of the floor that includes Kosugiyu Harajuku and two other sections, and Yuasobi Co., Ltd. handles the overall production and operation.

In an era where photos can be easily saved, we select photos, print them, and preserve them in tangible form.

Fujifilm, which conveys the value of photos that can bring happiness beyond mere convenience, and Yuasobi, which operates the public bathhouse "Kosugiyu Harajuku," will join hands at Chikaichi to launch various events that convey the value, enjoyment, and richness of "printing (giving form to) photos" that can be felt precisely because we live in a digital age.

[Main Initiatives]

◼️ Fujifilm's directly managed photo store "WONDER PHOTO SHOP" to open in Chikaichi in mid-July.

*Image is for illustrative purposes.

Fujifilm's directly managed photo store "WONDER PHOTO SHOP," which has been promoting the enjoyment of photos that create communication when displayed in rooms or given to others, is scheduled to open in Chikaichi in mid-July. It will be a new hub where customers visiting Chikaichi can experience the true value of photography in a relaxed post-bath atmosphere.

To commemorate this opening, Chikaichi is currently hosting its first photo exhibition. Works by five creators who have been deeply involved with Kosugiyu—photographers, designers, and the manager—will adorn the floor.

◼️ 1st Photo Exhibition: "Tsudzukuyo, Kosugiyu" (Kosugiyu Continues) Exhibition

For this exhibition, five individuals who have captured the history and daily life of Kosugiyu from their respective perspectives participated.

1 Tomoyuki Abe

Film director, photographer. Active mainly in music videos, commercials, documentaries, and independent films.

Currently presides over the "Public Bath T-shirt Collection," proposing new ways to connect with public baths through T-shirts.

Visited approximately 500 public baths, owns 150 public bath T-shirts.

Participated in the online salon "Public Bath Revival Project" since 2018 and has been in charge of recording at Kosugiyu since then. He has also witnessed various milestones at Kosugiyu as a regular patron.

Comment: While selecting photos, I surprisingly found many pictures of the Koenji neighborhood. I realized that the path to the public bath is as cherished as the bathhouse itself.

2 Taisei Matsuda | Oishii Editing Office Matsuda

Born in 1996 in Kumano City, Mie Prefecture. Worked as a store manager for izakaya chain "Tsukada Farm" and the "BOOK AND BED TOKYO" hotel/bookstore. Subsequently, based in Koenji, Tokyo, he has been widely involved in planning, art direction, graphic design, photography, cooking, and on-site operations for facilities such as Kosugiyu, Kosugiyu Tonari, and the craft cola specialty select shop "Craft Cola Hour."

Comment: I am proud to have walked this path together as a member of Kosugiyu, transcending roles and positions.

3 Hiroshi Hiramatsu | Kosugiyu Store Manager

Helped with the family business, including cleaning and working at the reception, since his student days. After working for a scientific instrument trading company, he rejoined Kosugiyu in 2021. He is currently involved in the operation of Kosugiyu as the store manager.

Comment: While looking back at old photos for the exhibition preparation, I was reminded anew that Kosugiyu, built over generations of family time, is now a place created together with many more people.

4 Gota Shinohara | Photographer/Director

Born in Tokyo in 1994. Based in Tokyo and Hokkaido, engaged in documentary photography, commercial photography, and video production.

Participated in the online salon "Public Bath Revival Project" since 2018 and has been responsible for photography and management support at Kosugiyu since then.

Comment: I encountered Kosugiyu 8 years ago and have seen many of its operations since then. The first thing that came to mind for this theme was the sight of the staff diligently and beautifully continuing their cleaning.

5 hina | Yuasobi Co., Ltd. Designer

Born in 1996. After working at an advertising production company, she experienced being the manager of Kosugiyu Tonari and working as a night cleaner at Kosugiyu. She is currently working as a designer at Yuasobi Co., Ltd., which operates Kosugiyu Harajuku.

Comment: These are records of the two Kosugiyu baths, which look slightly different each day, encountered while working at the public bathhouse. I would be happy to share that scenery.

The photo panels for this exhibition use Fujifilm's "WALL DECOR" service. They are lightweight, durable, and can be easily displayed on walls, even in A3 size.

Click here for the "WALL DECOR" product page.

https://www.fujifilm.com/jp/ja/consumer/photoprinting/interior-goods/wall-decor

We will continue to promote the wonderfulness of printing photos and giving them form through exhibitions on the Chikaichi floor, and we look forward to your continued support for initiatives that allow you to experience various print products, especially "WALL DECOR."

◼️ Future Plans: Workshops Also Planned

In addition to photo exhibitions, Chikaichi is also planning workshops and events that convey the "value, enjoyment, and richness of printing (giving form to) photos."

After bathing, you can stop by to print photos or customize them as gifts for loved ones. From the heart of Harajuku, we will disseminate "new ways to love photos" that go beyond smartphone storage.

*Photos are for illustrative purposes.

Event information will be posted on Kosugiyu Harajuku's various social media accounts as it becomes available.

- Kosugiyu Harajuku X: https://x.com/kosugiyu_hrjk

- Kosugiyu Harajuku Instagram: https://www.instagram.com/kosugiyu_harajuku/?hl=ja

◼️ Seeking Partner Companies

Yuasobi Co., Ltd. is continuously seeking companies to become partners with Kosugiyu Harajuku. If your company is considering a partnership, please feel free to contact us.

[Contact Information for Inquiries]

Yuasobi Co., Ltd. Contact: Eriko Sekine, Hina Higuchi

Email: [email protected]

⚫︎ About Fujifilm's directly managed photo store "WONDER PHOTO SHOP"

"WONDER PHOTO SHOP" is a photo store directly managed by Fujifilm. In addition to providing various printing services such as standard prints and photobooks from smartphones and digital cameras, we are strengthening sales of photo-related products such as the instaxTM "Cheki" series and digital cameras, offering consultations on photography, and implementing participatory projects, aiming to create a place where customers can feel the charm and importance of photos more closely.

- Opening Date: Scheduled to open from mid-July 2026

- Business Hours: 11:00 - 19:00

- Closed: Thursdays

⚫︎ About Yuasobi Co., Ltd.

Established in 2024. Spun off from Kosugiyu Co., Ltd., which operates the main store "Kosugiyu," and completed business transfer on March 1, 2025. Focusing on the operation of "Kosugiyu Harajuku," it handles the space production and operation of "Chikaichi," including the surrounding floors. Its vision is to "create a society where public baths remain." The company aims to establish new bathhouses in areas without public baths and to take over existing bathhouses.

- Location: Jingumae, Shibuya-ku

- Establishment: October 1, 2024 (Business transfer March 1, 2025)

- Business: Operation and management of "Kosugiyu Harajuku," production and operation of "Chikaichi."

- Kosugiyu Harajuku Official Website URL: http://kosugiyu-harajuku.jp/

- Kosugiyu Harajuku X: https://x.com/kosugiyu_hrjk

- Kosugiyu Harajuku Instagram: https://www.instagram.com/kosugiyu_harajuku/?hl=ja