5.1 Sento as a “Media Hub” in the Neighborhood
The owner, Ryuichi Nishikawa, describes Komae-yu as “a space for ‘experiences,’ or taiken dekirubasho” (体験できる場所). In an era when sento has been in decline due to the prevalence of home baths, Nishikawa recognized the limitations of the sento as a purely functional infrastructure. As a result, he reimagined Komae-yu through a significant renovation, transforming the sento from a mere infrastructure into a media hub and a space for experiences. Having worked as the staff at Komae-yu for many years before eventually inheriting it in 2022, he explains, “During the long period when I wasn’t able to do much, I accumulated many ideas about how to preserve the sento” (R. Nishikawa, personal communication, October 31, 2024).
“I was thinking how sento could take on a different form, rather than merely functioning as infrastructure. Nowadays, most people have baths at home, so the role of sento as infrastructure has come to an end. I decided to transition from sento as infrastructure to a space that offers ‘experiences’ ––one that can be preserved for the future” (R. Nishikawa, personal communication, October 31, 2024).
He associates the concept of a space for experiences with “a media hub in the neighborhood or machi no media” (街のメディア) where customers can enjoy a variety of things within the sento environment.
“I wanted to create our sento as a media hub in the neighborhood. A space to share various things. Rather than just a place solely for washing, I envisioned it as a space where people could experience a wide range of things––such as architecture, craft beer, food, and events. I wanted it to be a place where people could engage with different things” (R. Nishikawa, personal communication, October 31, 2024).
While the customer base of Komae-yu was previously predominantly composed of elderly regular patrons from the neighborhood, a significant renovation between 2022 and 2023 has led to an influx of visitors from various generations to the sento. Notably, there has been in an increase in visits by the younger generation, a demographic that has not been the primary use of sento since their decline in the late 1960s, when home baths became more widespread. Additionally, many of the current visitors are also from the outside of the neighborhood, visiting for the first time or on an occasional basis. This shift in clientele may contribute to a limited social interaction among individual customers within the sento. However, in the reimagined space of Komae-yu, revitalized through extensive renovations, Ryuichi Nishikawa, the owner of the sento, aims to create a space where individual customers can enjoy solitude while still experiencing the presence of others. This vision is most prominently reflected in the café/bar at the sento, SIDE STAND.
Komae-yu, however, is not merely a place for the enjoyment of solitude. While the main customer base consists of individuals, it distinguishes itself by also attracting groups––such as friends and family––more than other sento, such as Denki-yu and Kosugi-yu. Visitors in groups can enjoy social interactions with their acquaintances. Komae-yu thus provides a space where these groups can nurture and strengthen their relationships. Additionally, despite the complete architectural transform and a shift in its customer base with many visitors from outside the area, elderly local patrons still continue to visit for a community bonding.
“I wanted to create our sento in a way that could attract not only local people but also those coming by train or from distant places” (R. Nishikawa, personal communication, October 31, 2024).
This vision of creating a space for experiences, combined with the focus on the younger generation and non-local visitors, led to the addition of significant value at Komae-yu. As discussed in the overview of the sento in the introduction chapter, these changes include modern architectural design, the installation of a Rouryu (löyly) sauna popular particularly with the youth, the establishment of a café/bar, and the hosting of events.
In this context, Komae-yu has successfully transformed into a space that attracts people from different generations. Notably, a younger demographic––who have not been the primary customer for sento since the decline of public baths in the 1960s, due to the widespread use of home baths––is now visiting more frequently. During fieldwork, it was observed that as long as the sento opens at 1 p.m. on the weekends, young people, both individuals and groups, keep coming (see Figure 16). The sauna, in particular, is popular among them, and especially on weekends, there is often a wait for the sauna, mainly in the men’s bath.
By transforming the sento into a space where people can have experiences beyond bathing, additional value is created, providing more reasons for people to visit the sento beyond the act of bathing itself. Regarding the customer base, while Komae-yu was previously predominantly frequented by elderly local regulars, Nishikawa recognized the need to expand its audience, particularly targeting the younger generation. Furthermore, as Komae City is the second smallest city in Japan, the strategy was to attract customers from outside the area as well.
Figure 16. Komae-yu right after opening at
1 p.m. on a holiday: young people arriving one after another
5.2 Enjoying Solitude
Nishikawa explains that the customer base has also largely shifted to non-regulars, particularly those from outside Komae-city, many of whom are first time or occasional visitors. This shift in the customer base may have contributed to the limited social interactions observed by the researcher among individual customers within the sento, in contrast to Denki-yu, where elderly local regulars actively engage with each other, and socializing plays a more central role in the space’s social function. On fieldwork visits, short conversations between individuals were occasionally observed, but only when the elderly patrons initiated the interaction.
However, even though active engagement among individual customers may not be frequently observed, Nishikawa aims to create an environment in the reimagined Komae-yu that allows individuals to enjoy solitude.
“Making Komae-yu a space where individual customers can enjoy solitude is my lifelong goal” (R. Nishikawa, personal communication, October 31, 2024).
Nishikawa envisions the sento not as a place where solitary customers engage with one another, but as a space where they can experience solitude while still sensing a connection with others.
Nishikawa’s vision is most prominently reflected in the café/bar SIDE STAND installed near the entrance of Komae-yu, right next to the reception (see Figures 17 & 18). While it has become relatively common for sento establishments to include resting areas––typically in the changing rooms or reception areas, often furnished with sofas––these spaces usually offer only beverages available purchase at the reception. The installation of, however, a dining area is rare. At Komae-yu, a snack bar once existed before the renovation, which inspired Nishikawa to maintain an eatery space, albeit in a different form. At SIDE STAND, customers can enjoy alcoholic beverages, a wide range of soft drinks, and Komae-yu’s original dishes.
Sento has historically served as a space for social gatherings, as previously illustrated, but Nishikawa is adopting a new approach––fostering social connection without direct interaction. Reflecting his personal goal for the sento business, he states:
Nishikawa has a special attachment to SIDE STAND, which he considers his favorite space within the sento. In this space, he hopes that individuals can enjoy solitude––beyond just bathing and the sauna––while still feeling the presence of others. This vision stems from his reflections on what customers truly seek in their experience.
“I believe that some people want to be alone but still feel the presence of others and find comfort in that. Even when alone, some individuals can experience a sense of connection through that. I think drinking alone in this space (SIDE STAND) where others are also present––rather than at home––allows them to feel connected with others. I wanted to create a space where individuals can enjoy their time alone, feeling the presence of others around them, without having to worry about anyone else” (R. Nishikawa, personal communication, October 31, 2024).
Figure 17. SIDE STAND on the right and
the reception on the left,
with a kitchen included inside the reception area
Figure 18. SIDE STAND includes terrace seating.
“In bars, the bartender is present and in front of you, and it’s often necessary to be considerate. However, here, at SIDE STAND, the staff are also standing the whole time in the reception, multitasking and doing various things. Because of this, the focus on customers drinking and dining isn’t as intense. You don’t have to worry about the staff’s gaze” (R. Nishikawa, personal communication, October 31, 2024).
As discussed in the previous chapter, this idea corelates with the concepts of copresence and alone-together, where individuals who are co-present in a shared environment are not only in close physical proximity but are also aware of each other’s presence. It is a form of “human-togetherness,” where people are socially connected through the presence of others (Zhao & Elesh, 2008, p. 578).
Nishikawa aims to encourage more individuals to experience the enjoyment of solitude. To that end, SIDE STAND is accessible to non-bathers as well. The spatial layout of Komae-yu also enhances a sense of openness, with walls partially removed and tables and chairs set up outside, making the presence of SIDE STAND visible from the street and contributing to an open atmosphere (see Figure 19). Additionally, as the space is not a drinking establishment like an izakaya, he explains that it makes it easier for women to visit and drink alone. Finally, customers are less likely to feel judged by the staff for being alone, as they are not the subject of focused attention.
Figure 19. Exterior view of Komae-yu: a section of the wall has been removed to create a sense of openness, and the terrace seating is visible from the street.
Indeed, in addition to groups, families, and couples, SIDE STAND has become popular among individuals, as Nishikawa envisioned. Although elderly individuals were rarely observed using the facility, single men and women from the younger generation were frequently seen. The most popular item observed was craft beer. Moreover, Nishikawa notes, although infrequent, some non-sento users also visit to enjoy drinks or food, such as during breaks while walking their dogs.
Figure 20. Craft beer served at SIDE STAND
It is challenging to assess the extent to which customers are aware of or feel connected to others, or whether they experience this connection at all. However, certain initiatives have been implemented to promote a sense of comfort for individuals to enjoy solitude. For example, the tables inside are designed for one or two people, but with the seating arranged as benches that accommodate multiple individuals, it can make it easier for individuals to sense the presence of others sharing the space, compared to separated seating (see Figure 22). Furthermore, the researcher encountered an instance of solitude being enjoyed at SIDE STAND, as illustrated in the following scenario (see Scenario#1).
Scenario#1: At SIDE STAND of Komae-yu
It was late afternoon on Saturday.
I sat on the left side of a bench inside, facing the beer machine attached to the reception area while enjoying a craft beer.
Despite being alone, the staff’s practiced movements, as they greeted customers with “Konbanwa~!” (Good evening) and “Arigatougozaimasu!” (Thank you so much), the act of pouring beer, the conversations between staff members, and the exchanges between the staff and a small child, all set against the backdrop of soothing music, made the environment captivating and far from boring being alone.
Figure 21. Observing scene from the indoor bench at SIDE STAND
Figure 22. Shared bench seating at SIDE STAND
5.3 Social Space for Group Interaction
As shown in the scenario above, the experience was about being aware of the staff and other customers in the shared environment and a sense of their presence. This case illustrates how external factors, such as staff interactions, conversation, and the overall atmosphere can play a significant role in drawing attention to others and fostering a sense of social connection, even when physically alone.
Overall, Nishikawa’s vision for Komae-yu represents a shift from the traditional social role of sento as social gathering places to a space that encourages the enjoyment of solitude while maintaining a sense of connection to others. His focus on creating such a space is embedded in the café/bar SIDE STAND. Through initiatives such as an accessible layout and the subtle, diffused attention to individual customers, Nishikawa has reimagined the sento experience for individual customers to enjoy aloneness. Although the extent to which customers are aware of or feel connected to others remains unclear, as illustrated above, the physical arrangement and the ongoing communal atmosphere of the space may enhance the enjoyment of solitude and a sense of connection with others.
Komae-yu, however, is not solely a space for individual customers to experience the enjoyment of solitude. While the main customer base consists of individuals, the sento stands out by also attracting groups––such as friends and family––more than other sento, such as Denki-yu and Kosugi-yu (see Figure 23). Family groups typically consist of parents with young children, often in early elementary school or younger. The children bathe with the parent of the same sex, and after bathing the family reunites in the reception area, often purchasing drinks or food to enjoy together at SIDE STAND. In contrast, friend groups––on which this paper places greater emphasis than family groups––are generally made up of younger individuals of the same sex. Men often form a larger group of three or more, while women are more likely to visit in pairs. The sauna is especially popular among these groups. During fieldwork, pairs of young women were frequently seen washing while conversing and later sitting together on chairs in the bathing area after their sauna session, continuing their discussions as part of their post-sauna relaxation. These groups seemed to enjoy their time with friends. After bathing, both young men and women in groups were frequently observed gathering at the outdoor tables or benches at SIDE STAND, drinking craft beer and continuing their conversations. Additionally, the youth also appreciate the aesthetic value of Komae-yu’s modern architectural design, as evidenced by groups of young people taking pictures of each other in front of the building.
Through such shared activities, groups can strengthen their relationships. As Lebra (1976) explains, intimate relationships can be fostered through “communication of unity” or by doing pleasurable things together (p. 115). Shared activities, like bathing together with one’ peers, foster closeness by physically bringing people together in the same space, contributing to a feeling of togetherness and unity. In particular, co-bathing, coupled with a form of “social nudity,” allows individuals to reveal their natural selves by stripping away all social masks (p. 116) ––an act that corelates with the removal of clothing. Thus, the communal experience of group bathing can foster social bonds among peers. This concept is associated with the Japanese term “hadaka no tsukiai,” or “naked association.” Co-bathing helps groups nurture their relationships, and Komae-yu provides a space for these groups to engage in such experiences.
5.4 The Elderly Local Regulars & “Good Sento” for All Customers
As mentioned earlier, since its renovation, Komae-yu has significantly attracted the younger generation and non-regular visitors. A key question that arises is whether the elderly local regulars from the pre-renovated Komae-yu have disappeared. The answer is no; fieldwork revealed that some elderly local patrons––who were regulars at the pre-renovated Komae-yu, maintaining their community connections (see Senario#2).
Figure 23. Komae-yu is a popular spot for group visits.
“They usually come earlier in the day, often after the opening at 1 p.m., and typically stay coming until around 5 p.m.” (R. Nishikawa, personal communication, October 31, 2024). Komae-yu continues to be their social gathering place. In contrast to Denki-yu, where regulars likely don’t plan specific days or times to meet but just encounter familiar faces intuitively, the regulars at Komae-yu gather every Saturday. This serves not only as a space for social interaction but also plays a role in allowing elderly regulars to check on each other’s well-being and ensure their safety.
Moreover, the elderly lady and the middle-aged woman’s appreciation for the cleanliness of Komae-yu after its renovation, as demonstrated in the scenario, underscores another reason why they continue to visit the sento. This appreciation aligns with Nishikawa’s philosophy regarding the sento environment.
“We never forget the essence of sento, and do not compromise on quality. We want to be recognized as a good bath and sauna” (R. Nishikawa, personal communication, October 31, 2024).
To achieve this goal, Nishikawa and the staff regularly visit other sento to learn from good practices and to enhance the quality of their own facility. For instance, Komae-yu has installed a sparking bath which has proven especially popular among elderly patrons due to its health benefits. It seems that the ongoing efforts to improve the quality of the sento have contributed to the customer retention, including among the elderly local regulars.
Finally, efforts are also made to decrease a sense of exclusion among customers. To ensure the sento environment remains comfortable for all, proper etiquette is clearly communicated to customers by the staff. For example, after giving the staff a sento ticket at the reception, they consistently remind customers: “Please refrain from reserving washing spots in the bathing area or using mobile phones.” Nishikawa explains that customers with poor manners can create a sense of exclusion for others, stating:
“Sento that cannot warn customers with poor manners or ban them will eventually go out of business. It is the sento’s responsibility to communicate this to the customers” (R. Nishikawa, personal communication, October 31, 2024).
Regular customers can sometimes contribute to a sense of exclusion as well. For example, in addition to reserving spots in the bathing area, they may reprimand new customers about proper manners, or even shout at them. As Nishikawa points, addressing these behaviors is important to maintaining a welcoming atmosphere. Therefore, effectively communicating proper manners to customers plays a crucial role in creating the environment where a diverse range of patrons feel comfortable and respected when using the space.
Scenario#2: In the Bathing Area at Komae-yu
Four elderly female patrons were sitting side by side at the washing area near the entrance, actively engaging in conversation while washing. Shortly after, two of them greeted and left for the changing room.
I was soaking in the bathtub, noticed one of the elderly women entering the same bath and initiated a conversation by asking, “Do you come here often?” The elderly woman responded: “I come here every Saturday and meet up with a few people.” She then added, pointing toward another woman still at the washing area, “I hadn’t seen her in a while, so I was worried, but I’m glad she came today.”
The woman in the washing area, it turned out, had recently undergone back surgery, which had prevented her from visiting the sento for some time. The elderly woman added, “I’ll wash her back later, but she’s still brushing her teeth now.”
The conversation between the elderly woman and I continued for approximately 20 minutes. During this time, a middle-aged local woman from the neighborhood joined in, and the discussion expanded to various topics, including the elderly woman’s long-standing relationship with Komae-yu. She remarked that she had been visiting the sento since its first generation of ownership, as had some of her friends who also frequented the sento. Both she and the middle-aged woman expressed appreciation for the cleanness of the current version. Other topics of conversation included the elderly woman’s son and grandchildren.
Figure 24. Poster displaying etiquette at Komae-yu
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In conclusion, Komae-yu’ significant renovation reflects a shift from a traditional sento focused solely on bathing to a multifaceted space for experiences. Nishikawa’s vision to transform the sento into a “media hub in the neighborhood” that offers a variety of experiences beyond bathing––such as architecture, the sauna, an eatery, and events––has successfully attracted a more diverse customer base, including younger people and non-local visitors. Within this reimagined sento space, Nishikawa envisions an environment where individual customers can enjoy solitude while still feeling the presence of others. This vision is best reflected in the SIDE STAND café/bar, which is frequented by many individual customers. Although whether to which extent they enjoy sensing the presence of others remain uncertain, fieldwork indicates that initiatives such as the physical arrangement and the ongoing communal atmosphere of the space may enhance the ability for individuals to enjoy solitude while experiencing a sense of social connection with others.
While the sento offers individual customers the enjoyment of solitude, it also attracts many group visitors, such as families and friends. Through the co-bathing experience, these groups can strengthen their bonds, and Komae-yu plays an important role in providing spaces for such interactions. Simultaneously, despite the significant changes to the sentoscape since the renovation, Komae-yu has retained its role as a social gathering space for some elderly local regulars. Efforts to enhance the sento environment, as well as clear communication about etiquette and addressing exclusionary behaviors, ensure that Komae-yu remains a welcoming and comfortable space for a diverse range of customers, where they can enjoy solitude––while potentially experiencing social connection with others––or they can cultivate social relationships with peers.