Global Interest in Sento Culture
Sam Holden, 34, an American from Colorado, shares Naito’s enthusiasm for sento. As director of the organisation Sento & Neighborhood, Holden has worked to preserve Japan’s public bath culture. He first encountered sento while studying urban sociology at the University of Tokyo in 2014 and quickly became fascinated by the way sento were integrated into local life.
“I realised sento are deeply connected to the lives of local people,” Holden said. “It’s comfortable to be part of that community, bathing alongside residents in a building full of history.”
However, Holden soon noticed that sento in Tokyo were closing down at an alarming rate, prompting him to take action. He became involved in the renovation of a historic nagaya row house next to Takinogawa Inari-yu, a long-standing sento in Kita Ward. The refurbished space now serves as a community hub, available for events and activities that support local businesses.
Holden’s efforts, along with those of Sento & Neighborhood, have garnered international attention, with foreign media highlighting the revitalisation of sento and the charm they hold for both tourists and locals.
To make sento more accessible to international visitors, Holden stresses the importance of clear communication. “People often don’t know where to take off their shoes or how to behave inside a sento,” he explained. He advises sento owners that speaking English is less important than creating a welcoming environment and using gestures to bridge language gaps.
“Sento are one of Tokyo’s hidden gems, and they should be used more as a tourism resource,” Holden said. “It’s vital to preserve and pass on sento culture to future generations.”
Through initiatives like Sentorance Japan and Holden’s community efforts, Japan’s public bathhouses are poised to become a greater draw for tourists while preserving an essential part of everyday Japanese life.
