PLAY&co's 'SAUNA Kiki' Reaches 11.03 Million JPY in Makuake Funding; Total Sauna Project Funding Exceeds 33.75 Million JPY

PLAY&co (Headquarters: Shibuya-ku, Tokyo; CEO: Yoshiaki Nakajima), which handles the planning, development, operation, and marketing of the private steam sauna 'SAUNA Kiki,' has achieved a total of 11.03 million JPY in support purchases on the Makuake platform. Furthermore, the total support purchase amount for the six sauna-related projects handled by PLAY&co on Makuake has exceeded 33.75 million JPY.

PLAY&co's strength lies in its integrated approach, which goes beyond mere space development to include planning, brand development, PR, marketing, and store operations. For the opening of 'SAUNA Kiki,' the company utilized Makuake, social media, PR, and trial events to communicate the facility's concept and experiential value before opening, building a customer base and the facility simultaneously through 'co-creation sauna development.'

'SAUNA Kiki' is a fully private steam sauna in Nakameguro, Tokyo, based on the concept of 'Bathing in Kiki, for a joyful life.' It features dense herb-infused steam, a layout that allows for a complete hot-and-cold experience within the sauna room, and a cold bath with a chiller. It held its grand opening in April 2026. During the Makuake project, it received over 5 million JPY in support on the first day, March 10 (Tue), and ranked first in the Makuake daily rankings.

While interest in the sauna market and the use of idle real estate is growing, many operators face challenges in attracting customers and building a brand after opening. PLAY&co addresses this by designing the concept, brand, creative assets, and information dissemination from the planning stage, forming a fan community before the facility even opens. With 21 properties nationwide, including hotels, hostels, villas, and saunas, the company leverages its operational expertise to provide end-to-end support in operations, marketing, and CRM.

Moving forward, PLAY&co will continue to promote facility development that looks beyond the opening to long-term business growth, utilizing the know-how gained from 'SAUNA Kiki' and its broader portfolio of accommodation and sauna facilities.