Trailblazers

Sento reformer Hiramatsu Yusuke owns Kosugiyu, a long-standing sento, or public bath, in Tokyo’s bohemian Koenji neighborhood. While the shift to private baths has caused many public baths to close their doors, Kosugiyu has bucked the tide and has been attracting new fans of all ages.
Hiramatsu aims to gain exposure by hosting shows and other events at the sento and revive the traditional bathing culture by collaborating on products with outside companies and implementing other creative initiatives.