Street Fighter II’s “Edmond Honda” on a Noren Curtain! “Sento no Susume 2025 ~Osaka and Kansai Edition~” Starts August 7

The event “Sento no Susume 2025 ~Osaka and Kansai Edition~” will be held from Thursday, August 7, 2025 to Tuesday, September 30.
A lot of content based on the world of “Street Fighter II” (hereafter referred to as SFII) will be developed.
“Edmond Honda,” a huge fan of sento, a public bathhouse, will appear as the main character to liven up this event!

SFII is Livening up Sento! “Sento no Susume 2025 ~Osaka and Kansai Edition~” is Here!
Key visualPR TIMES

“Sento no Susume” is an event hosted by BEAMS Co., Ltd. and COW BRAND SOAP KYOSHINSHA CO., LTD.
This fifth installment, created in collaboration with Capcom Co., Ltd., will focus on one of the charms of sento: a place for communication where total strangers can become friends!

Edmond Honda, whose home stage is a sento, was selected as the main character among the characters appearing in SFII.
A key visual has been released featuring him and Ryu enjoying the sento together.

Comment from Capcom Co., Ltd.

I was very excited to see what this collaboration would become ever since Gyunyu Sekken and BEAMS JAPAN approached us about working with “Street Fighter.”
I am glad that we can share the enjoyment of sento, a representative Japanese culture, through our game.
The “Sento no Susume 2025 ~Osaka and Kansai Edition~” original items are also easy to use for everyday life, and I hope that this project will also be an opportunity for people to enjoy the game as well.

(Translated from Japanese)
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Plenty of Exciting Events!

This event will feature exciting events such as:

A complete takeover of sento with original decorations such as noren curtain and sento-e (bathhouse murals)!
Original noren curtain displayed at approximately 160 sento in Osaka Prefecture
A stamp rally
The release of original items
Popup shops held at three BEAMS stores in the Kansai region

…and more!

Utopia Shiratama Onsen Gets a Special Makeover!
Utopia Shiratama OnsenPR TIMES

Utopia Shiratama Onsen will be completely taken over with original decorations!
In addition, a custom game console will be installed in the lobby, allowing visitors to enjoy both the sento and SFII at the same time!

A Noren Curtain Featuring Edmond Honda Appears!
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Edmond Honda will appear on the noren curtain, one of the items that symbolizes the sento!
It will be displayed at approximately 160 sento in Osaka Prefecture.

A Stamp Rally to Get an Original Towel Will Be Held!

オリジナルタオル

スタンプラリー台紙

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A stamp rally will be held where the first 4,500 people to collect stamps from 12 different participating sento out of about 160 will receive a non-commercial original towel!
The participation method is as follows:

Get a stamp card at each sento or download it from the official website
Collect stamps and exchange them for an original towel at a participating sento

“Sento no Susume” Original Items Will Be Released!

PR TIMESE.HONDA T-shirt
Price: 7,150 yen (tax included)
Sizes: M, L, XL

PR TIMESCOW T-shirt
Price: 7,150 yen (tax included)
Sizes: M, L, XL

PR TIMESCOW CAP
Price: 6,600 yen (tax included)
Size: ONESIZE
Colors: Navy / Beige

Tenogui TowelPR TIMES

Price: 3,080 yen (tax included)

PR TIMESSauna Hat
Price: 6,600 yen (tax included)
Colors: Orange / Navy

[Special Order] Cow Brand / Orange Box SoapPR TIMES

Price: 495 yen (tax included)

ISETO x BEAMS JAPAN Neo Yuoke Bath Pail ClearPR TIMES

Price: 1,760 yen (tax included)

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Price: 1,100 yen (tax included)

Popup Shops Will Be Held at 3 BEAMS Stores!

BEAMS Tennoji: Thursday, August 7, 2025 〜 Thursday, August 21, 2025
BEAMS Umeda: Thursday, August 7, 2025 〜 Thursday, August 21, 2025
BEAMS Namba: Thursday, August 7, 2025 〜 Sunday, August 31, 2025

Popup shops will be held at the stores and dates listed above!
During the event period, some items will also be sold at 23 other BEAMS stores in the Kansai area.

Also, starting Thursday, August 7, 2025, at 10:30 AM, original items will be sold on the official Gyunyu Sekken online shop and the official BEAMS online shop.
Please check the information on each site for the end date.

Let’s enjoy the sento with the world of SFII!
Check the “Sento no Susume 2025 ~Osaka and Kansai Edition~” official website for more details on the event!