A Touch of Care Before Bed: AYUN Store Launches Ashwagandha-Infused Ayurvedic Oil 'PAVAN OIL' 30ml for a New Sleep Tourism and Retreat Experience

Key Points of This Press Release

Overview:

AYUN Store (Ginza, Tokyo), a brand specializing in Ayurvedic wellness products, has launched a 30ml version of 'PAVAN OIL (Pavan Oil),' a massage oil formulated by infusing 10 herbal ingredients—including Ashwagandha and Turmeric—into sesame oil using traditional methods.

Features:

Alongside the product, AYUN Store introduces the original 'ABHAYA Protocol (Abhaya Protocol),' a self-care ritual that gently touches three key areas before sleep: the crown of the head, the ears, and the soles of the feet. This soothing touch helps release daily tension, reset the mind, and support a peaceful transition into bedtime.

Target Audience:

Hotel and ryokan managers planning sleep tourism, retreat, or fasting programs; coaches, consultants, and therapists supporting the well-being of executives and business professionals; and department store buyers seeking high-quality wellness products.

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For those who say, 'I stay mentally alert all day and can't quiet my mind at night'—and for the accommodations, salons, and experts supporting their rest—AYUN Store (headquartered in Ginza, Chuo-ku, Tokyo; representative: Ayu Matsunaga) has launched the 30ml size of 'PAVAN OIL' (hereinafter 'PV Oil'), a self-massage oil based on traditional recipes from Kerala, India, on July 1, 2026.

Alongside this product, which contains 10 herbs including Ashwagandha and Turmeric (Curcuma longa), AYUN Store proposes the 'ABHAYA Protocol (Abhaya Protocol),' a ritual to care for three areas—crown of the head, ears, and soles of the feet—before bedtime. This practice helps create a clear boundary: 'Today ends here,' supporting the development of a nightly routine that prepares the mind and body for the next day. It can be used as a new rest experience for guests at accommodations and salons engaged in sleep tourism and retreats, as well as for personal self-care.

It should be noted that AYUN Store is a brand fully supported in media collaboration by the social business community 'Wakusel' (headquartered in Shinagawa-ku, Tokyo; organizer: Yoshihiro Shimamura; General Producer: Tomoaki Sumitani).

Background: The World Is Now Investing in 'Sleep'—The Expansion of Sleep Tourism and the Sleep-Related Market

According to an OECD survey (2021), Japan has the shortest average sleep duration among 33 countries, at just 7 hours and 22 minutes. Among many business professionals—especially executives and managers who are constantly required to make high-stakes decisions—there are frequent reports of 'my nerves remain heightened even after work ends, and my mind won't rest' and 'I don't feel truly rested even after sleeping.'

Meanwhile, globally, 'sleep' itself has become an investment target. The global sleep-related market is projected to grow from approximately $67.7 billion in 2024 to around $113.6 billion by 2033. 'Sleep tourism,' where people travel specifically to achieve high-quality sleep, is now considered one of the most important trends in wellness travel for affluent consumers. In Japan as well, the number of hotels and retreat facilities offering sleep-focused amenities and programs is increasing, and sleep improvement has become a key theme in corporate health management initiatives.

To these efforts, AYUN Store offers an additional perspective: the idea that guests who enter the night still in 'active mode' can gently care for their mind and body with their own hands, transitioning into 'rest mode.' The key to this transition, the brand believes, lies in the wisdom of Ayurveda, passed down for over 5,000 years.

Product: 'PAVAN OIL' for Days of High Stress

PAVAN OIL (hereinafter 'PV Oil') is a massage oil produced by a specialized Ayurvedic manufacturer in Kerala, South India, which slowly infuses 10 herbs—including Ashwagandha and Turmeric (Curcuma longa)—into oil using traditional methods.

'Pavan (पवन)' means 'wind' or 'vital breath' in Sanskrit. In Ayurveda, anxiety, insomnia, and burnout are often described as a state where 'too much wind is blowing within the mind and body.' PV Oil is a traditional formulation designed to calm this internal 'wind.' The name itself reflects the oil's very purpose.

Ashwagandha:

A herb long used in Ayurveda to calm nervous agitation and traditionally applied on evenings leading into sleep. Its scientific name, 'somnifera,' means 'sleep-inducing' in Latin. In recent years, it has gained significant research attention both domestically and internationally, becoming one of the most watched plants in the global wellness market.

Scent and Texture:

A slightly spicy, refreshing aroma derived from Turmeric and camphor that clears the nasal passages. It has a honey-like viscosity yet absorbs deeply into the skin, blending in smoothly. The deep golden hue, derived from Turmeric, is also a distinctive feature of this oil.

Positioning:

AYUN Store already offers another product, 'SANTHWANAM OIL (ST Oil),' named after the Sanskrit word for 'soothing,' intended for daily care. In contrast, PV Oil is designed for days of particularly high stress—when you want to clear your mind and drift into sleep.

Usage: The 3-Point Pre-Sleep Massage 'ABHAYA Protocol (Abhaya Protocol)'

In Ayurveda, the crown of the head, the ears, and the soles of the feet are considered pivotal points for calming an overstimulated mind and body. Based on this traditional knowledge, AYUN Store proposes the 'ABHAYA Protocol,' a ritual to gently care for these three points in sequence—from top to bottom—before sleep. 'ABHAYA (Abhaya)' means 'fearlessness' or 'safety' in Sanskrit.

1. Crown of the Head

Warm a small amount of oil between your fingertips and gently massage the crown of your head in circular motions.

2. Ears

Using oil warmed in your palms, gently cup and stroke the entire surface of both ears.

3. Soles of the Feet

Lightly warm the soles of your feet with your palms, then slowly stroke from the arch to the heel (for both feet).

Starting from the head and ending at the feet, repeating this ritual every night before bed helps the mind and body recognize the signal: 'Today ends here.' The entire process takes about 5 minutes and requires no special tools.

The 30ml Size: Perfect for Beginners and Frequent Travelers

The 30ml size was developed in response to feedback from customers who travel frequently and wish to 'maintain their nighttime routine even when staying at hotels on business trips.' Compact and portable, it allows users to maintain their self-care habits even in changing environments. It also serves as the ideal 'first bottle' for newcomers. We recommend trying the 'ABHAYA Protocol' consistently to carefully assess whether it suits your needs.

For Department Stores, Hotels, and Salons

AYUN Store welcomes inquiries regarding the following. Please feel free to contact us to view the product.

Department Store and Select Shop Buyers:

Inquiries about pop-up events, promotional campaigns, and gift set proposals

Hotel and Retreat Facility Managers:

Consultations on integrating the product into guest room amenities, wellness programs, and experiential offerings—including体质 assessment tools—as part of sleep tourism and wellness initiatives

Therapists and Salons