Nōjiru Sentō (Brain Juice Bathhouse)

Nōjiru Sentō (Brain Juice Bathhouse) 2025 is part of Maruhan East Japan’s ongoing “Otona Base Project”. “Otona” is a blend of “otaku” and “adult,” referring to passionate adults who live enthusiastically through their hobbies and interests.

This project focuses on “experiences that excite the brain”, reimagining the familiar neighbourhood bathhouse through dramatic creative design. The event offers unique installations and surprises that deliver a “new bathing experience of light and madness” unlike anything else.

Held in conjunction with “Good Bath Day” on November 26, the event is a collaboration with the historic Onnazuka Onsen Kaiseiyu in Ōta Ward, Tokyo. Following the inaugural 2024 event, which welcomed 4,457 visitors over 10 days, Nōjiru Sentō 2025 promises an even more immersive and elevated experience.

The event is supervised by Afro&Co. / Afuromance (real name: Riichiro Nakama) — a Tokyo- and Kagoshima-based creative director, event producer, and DJ known for producing unique, high-profile experiences such as Bubble Party, SAKURA CHILL BAR, and the Magma Sweet Potato Tram. Afro&Co. transforms the traditional bathhouse into a fully immersive creative space, blending art, light, sound, and technology to evoke moments of exhilaration and inspiration — what he calls “Nōjiru” (brain juice).

The Otona Base Project aims to support and celebrate these passionate “Otona”, creating a “base” where they can experience the excitement and wonder of childhood once again, while fully embracing their adult passions.

The sentō will be closed on Monday, December 1, and Thursday, December 4.