Toji Gurashi Inc. (Headquarters: Beppu City, Oita Prefecture; Representative Director: Shizuka Kanno), with the mission of transforming the traditional Japanese health practice of "Toji" (hot spring bathing) into a new global lifestyle, has been continuously measuring and visualizing the effects of hot spring bathing on the mind and body for three years as part of the Ministry of the Environment's "Collaborative Model Survey on the Effects of New Toji" and Beppu City's New Toji and Wellness Promotion Project. We are now pleased to report on the findings from these surveys and will offer similar hot spring effect surveys to municipalities, DMOs, and hot spring facilities nationwide.
Background: The "Visualization" of Hot Spring Effects Aligns with National Trends
The Ministry of the Environment is promoting the "Team New Toji" project, which aims to scientifically verify and disseminate the health-promoting effects of hot springs. Approximately 500 organizations, including local governments, tourism associations, research institutions, and companies nationwide, are participating. Amidst the national direction of "Transforming Hot Springs from Tourism to Wellness," efforts to support the effects of hot springs with objective data, rather than subjective impressions, are still limited.
Based in Beppu, a city renowned for its hot springs, our company has been dedicated to demonstrating "What and how much benefit this hot spring provides to the body" through data. As part of this initiative, we have continuously participated in commissioned projects by the Ministry of the Environment and Beppu City for three years, measuring the changes in participants' bodies before and after bathing on an individual basis.
Three-Year Initiative: Commissioned Surveys by the Ministry of the Environment and Beppu City (3 Projects Each)
Ministry of the Environment "Collaborative Model Survey on the Effects of New Toji"
FY2023: Verification of differences in Toji effects based on workation stay duration (2 nights/3 days, 1 week, 1 month, relocation)
FY2024: Verification of differences in Toji workation effects between "one-time" and "repeat" visits
FY2025: Analysis of Toji effects by length of stay and program
Beppu City "New Toji and Wellness Project" (Implemented by: Beppu City Industry Collaboration and Cooperation Platform B-biz LINK)
FY2023: "Mass Measurement Event for Citizens" at Municipal Hot Spring Facilities
FY2024: Analysis of hot spring effects by spring quality and health indicators (Monitor Measurement Event)
FY2025: Monitor tour to verify the effects of "Hot Springs x Sleep"
Common Methodology: Vital Sign Measurement and Hot Spring Counseling Before and After Bathing
In all surveys, in cooperation with the Japan Health Development and Promotion Foundation, qualified personnel such as nurses and hot spring utilization instructors measured vital signs including blood pressure, vascular age, autonomic nerve balance, stress levels, and flexibility before and after bathing. Subjective evaluations (VAS scale) of relaxation, sleep, fatigue, and stiff shoulders were also obtained, and changes before and after bathing were compared to visualize the body's changes, which differ for each hot spring.
In addition, our company has also conducted "Hot Spring Counseling" alongside these measurements. "Toji Counselors," who are qualified nurses or hot spring utilization instructors, provide advice on the most suitable spring quality, hot spring facility, and bathing method for each individual, based on their measurement data and personal physical condition. Through hundreds of counseling sessions, we have accumulated practical knowledge not only on the data itself but also on "how to apply the data to each individual."
This series of measurement and counseling methods has been systematized into our hot spring effect measurement service, "Toji Check-up."
Findings from Three Years of Surveys
The six surveys conducted so far suggest the following trends (all are survey results under limited conditions and numbers within each commissioned project, and do not indicate treatment or preventive effects for specific diseases):
<Ministry of the Environment "Collaborative Model Survey on the Effects of New Toji">
● By Length of Stay (FY2023): A trend of improvement was observed in self-assessments of subjective health status and mood, as well as measured physical function values, as the stay became longer (2 nights/3 days → 1 week → 1 month). On the other hand, even with short stays of 2 nights/3 days, participants gained knowledge on how to utilize hot springs and regulate their mind and body, with examples showing positive impacts on their subsequent lifestyles.
● One-time vs. Repeat Visits (FY2024): Improvements were seen in many measured and subjective evaluation items even with one-time stays, with this trend being more pronounced for those who rarely bathe regularly. Furthermore, the significant improvement in items that had deteriorated in daily life upon re-visiting suggests the potential for regular Toji stays to improve mental and physical condition.
● By Length of Stay and Program (FY2025): Changes were observed in measured and subjective evaluations for both day trips and overnight stays. Overnight stays of 2 nights or more showed a greater tendency for changes in systolic blood pressure and stress-related values compared to day trips. Exercise programs showed changes in subjective evaluations (VAS) related to self-reported symptoms such as stiff shoulders and lower back pain, while cultural experiences like calligraphy and aromatherapy showed changes in measured values for psychological stress and autonomic nerve balance, suggesting the possibility of designing programs according to specific objectives.
<Beppu City "New Toji and Wellness Project">
● Mass Measurement Event for Citizens (FY2023): Measurements before and after bathing at municipal hot springs generally showed a tendency for lower systolic blood pressure and improved sit-and-reach test (an indicator of flexibility) values. Subjective evaluations (VAS) such as feelings of relaxation and refreshment also improved. Beppu's hot, high-temperature springs also exhibited a characteristic of being "awakening hot springs" that invigorate users after bathing.
● Analysis by Spring Quality and Health Indicators (FY2024): It was confirmed that the patterns of changes reflected in measurement values differ depending on the spring quality. Clear differences in a single bathing session were observed for "blood pressure," "flexibility," and "pulse rate," revealing that the "personality" of each hot spring can be visualized through data.
● Hot Springs x Sleep (FY2025): During hot spring stays in Beppu, participants reported longer sleep durations (self-reported) and higher subjective evaluations of less morning sleepiness and greater recovery from fatigue compared to their usual bathing at home, suggesting an affinity between "hot springs and sleep."
Future Development: From Beppu to Nationwide, and Towards the Social Implementation of Data
We will now expand the measurement methods and knowledge accumulated in Beppu to hot spring areas across the country. As a result of these commissioned and in-house surveys, we have accumulated over 3,000 cumulative pre- and post-bathing measurement data points and practical counseling knowledge based on this data, which will form the foundation for our next steps.
● Acceptance of Hot Spring Effect Surveys: We accept consultations for hot spring effect surveys, demonstrations, and joint research from municipalities, DMOs, and hot spring facilities in other regions.
→ Benefits for Implementers: For municipalities and DMOs, visualizing the effects of hot spring areas within their jurisdiction with data can lead to attracting higher-value wellness tourism customers. Furthermore, by making the "personality" of each hot spring visible, it can be utilized for area management that leverages the strengths of each hot spring area.
● Nationwide Expansion of "Toji Check-up": We will expand our hot spring effect visualization service, centered on pre- and post-bathing measurements, to hot spring areas and accommodation facilities in other regions. The counseling expertise cultivated in Beppu will also be a strength that enhances the value of such services.
→ Benefits for Implementers: Hot spring areas can expect to evolve into higher-value "wellness destinations" through the visualization of their effects. For individual accommodation facilities, the effects of their hot springs will become a "weapon" in the form of data, leading to the creation of high-priced wellness accommodation plans and attracting visitors with specific purposes.
● Social Implementation of Data: The accumulated data will be connected to the "Onpita Lab," a hot spring big data research hub, and social implementation will be advanced through the hot spring matching app "Onpita" and other platforms. As more data is accumulated, the accuracy of "hot spring personalization"—proposing the optimal hot spring for each individual's constitution and physical condition—will increase.
→ Benefits for Implementers: Users will be able to find hot springs that match their constitution and physical condition, while hot spring facilities will have their unique characteristics visualized by data, facilitating matching with suitable users. This will provide an opportunity to rediscover the unique charms of each hot spring area, regardless of its fame.
Representative's Comment: Shizuka Kanno, Representative Director, Toji Gurashi Inc.
"In Beppu, a city of hot springs, we have confronted the simple question, 'Is this hot spring truly good for the body?' with data. It is thanks to the Ministry of the Environment, Beppu City, the Japan Health Development and Promotion Foundation, and the hot spring facilities and participants who cooperated with us that we were able to continue measuring the physical changes before and after bathing, one by one, for three years within the framework of public-private collaboration, such as the Ministry of the Environment's 'Collaborative Model Survey on the Effects of New Toji' and Beppu City's 'New Toji and Wellness Project.'
Hot springs are not just a uniform experience of 'feeling good'; their effects on the mind and body vary individually depending on the spring quality and how they are used. We believe that demonstrating these differences with data is the first step towards redefining hot springs from 'tourism resources' to 'wellness resources that support people's lives and health,' and addressing the challenge of disappearing hot spring towns.
We will now expand the measurement methods and knowledge accumulated in Beppu to hot spring areas nationwide. We believe that by accumulating these individual, diligent measurements, we will eventually reach a future where 'hot spring personalization'—where everyone can find the perfect hot spring for themselves—becomes commonplace. We are moving forward with this belief."
Company Overview
Company Name: Toji Gurashi Inc.
Location: 401-1 Oaza Tsurumi, Beppu City, Oita Prefecture, 874-0840
Representative: Shizuka Kanno, Representative Director
Established: April 26, 2023 (Good Bath Day)
Business Activities: Hot Spring DX Business, Hot Spring Wellness Tourism Business, Share House/Retreat Accommodation Business, Consulting Business, etc.
Corporate Site: https://www.toji-gurashi.jp/
Toji Check-up: https://www.toji-gurashi.jp/checkup
Onpita Lab: https://lab.onpita.com/
Inquiries Regarding This Matter
▼ Inquiries for Media Representatives
Toji Gurashi Inc. Public Relations: Yasaka [email protected]
▼ Inquiries Regarding Business
We accept consultations for hot spring effect surveys, demonstrations, and joint research from municipalities and DMOs, as well as consultations for joint development of new products and services and business co-creation/collaboration from companies and businesses at the following contact point.
Related Links
・Toji Gurashi Inc.: https://www.toji-gurashi.jp/
・Toji Check-up (Hot Spring Effect Measurement Service): https://www.toji-gurashi.jp/checkup
・Nanokahitomeguri (Toji Retreat Accommodation Facility): https://www.toji-gurashi.jp/nanokahitomeguri
・Onpita Lab (Hot Spring Big Data Research Hub): https://lab.onpita.com/
FACT BOX
- Source: PR TIMES
- Category: 事業展開