Towards '100% Hot Spring Water to Take Home'

Hyotan Onsen, a hot spring facility in Beppu City, Oita Prefecture, has refreshed the design of its "Gensen Juwari Towel," an original product, and has begun sales.

This product has been developed as an item to allow visitors to continue feeling the value of the facility's signature "Gensen Juwari" (100% free-flowing hot spring water without added water or heating) even after their visit. The purpose of this renewal was to further enhance the value of this product as a "take-home hot spring experience" by revamping its design.

The new design visually expresses the power of the phrase "Gensen Juwari" and Hyotan Onsen's history and commitment to authenticity. By creating a simple yet impactful composition, the towel is designed to evoke memories of the facility's experience during daily use.

We focused on a design that conveys its meaning at a glance. By enhancing its iconic nature, independent of language, we have also strengthened its appeal as a souvenir.

"Hot springs tend to be an 'experience that ends on the spot,' but towels are something you can take home into your daily life. With this renewal, we aim to allow more people to continue feeling the value of 'Gensen Juwari.'"

Hyotan Onsen will continue its efforts to connect the hot spring experience to daily life, rather than letting it be a "one-time event."

Product Overview

Product Name: Gensen Juwari Towel Content: Original design refreshed Features: Visualizes the value of Gensen Juwari / Easy-to-use design for daily life

Development Background

- Growing demand for taking home hot spring experiences - Increase in souvenir demand, including from international visitors - Visualization of brand value

Strengths of Hyotan Onsen

- Over 100 years of history - "Gensen Juwari" (100% free-flowing hot spring water) without added water or heating - Michelin Green Guide three-star rating

Facility Overview

Facility Name: Hyotan Onsen Location: Kannawa, Beppu City, Oita Prefecture Content: Day-trip hot spring facility (large baths, sand baths, steam baths, dining facilities, etc.)