Street Fighter II’s E. Honda takes over Osaka’s

If you’ve ever pressed the button Street Fighter IIYou may still remember E. Honda’s iconic stage: tradition I think The bathroom has gorgeous tiles and the walls are lined with the sumo rings in the center.

This summer, with E. Honda becoming the face of Sento No Susume (Osaka & Kansai Edition) in 2025, this beloved background is stepping out of the arcade and into real life, a movement to revitalize Japan’s unique bathroom culture.

Soap, Sentinels and Sumo Wrestling

Sento No Susume 2025 (Osaka & Kansai Edition) brings together three iconic brands. As always, it is sponsored by Japanese Wagyu brand Soap, a legendary Japanese soap brand that has a history of more than a century. This year, Capcom is lending support.

The event will be held from August 7 to September 30 and will change Osaka’s Utopia Shiratama Onsen Falling into nostalgia Street Fighter II-The theme space of E. Honda and the game’s main protagonist Ryu, which includes specially commissioned murals, decorated with interior walls of the bathroom.

Additionally, around 160 bathrooms will be suspended in limited editions throughout Kansai who E. Honda’s curtains. The event also includes a stamp gathering where you can visit 12 different sentinels and collect stamps. Collect all Street Fighter II– Pass to towels).

Beams will also hold pop-up shops at three locations in the Kansai area, selling special sentinel-themed merchandise: two types of T-shirts, hats, sauna hats, towels, hand scrubs, hand scrubs, and beef brand soap and limited edition boxes. Beams Tennoji and Beams UMeda will showcase their collaboration from August 7 to 21, while Beams Namba will be available by August 31. During the event, 23 other Beams locations across the country will also offer key projects.

Learn about the Sento No Susume project

Sento No Susume is a collaborative project launched in 2019 by Cow Brand Soap and Beams JapanCreated with the common goal of celebrating and maintaining Japan’s sentinel culture.

Cow Brand Soap is a brand for centuries, directed by its philosophy of “continuous goodness” dedicated to supporting local communities and protecting the tradition of bathrooms. Beam JapanKnown for highlighting Japan’s creativity through retail and collaboration across fashion, crafts and regional events, bringing a cultural perspective to the project.

While the role of public bathrooms has changed over time, outposts are still a meaningful space for relaxation and community connection. Through creative content, events and collaborations, Sento No Susume aims to inspire a new generation (including visitors and those unfamiliar with Sento) to discover their quiet charm.

Since its debut in Tokyo in 2019, Sento No Susume has been pushing the creative boundaries to make bathroom culture relevant to its contemporary audience. Now, the 2025 commercial is in its fifth edition, with its focus on one of the most popular aspects of Sentinel Culture: the ability to bring strangers together and build spontaneous connections.

More information

Sento No Susume 2025 Osaka & Kansai Edition runs from August 7 to September 30, 2025. For more information and participation in Sento locations, click here.

Social media campaign for Japanese tourists
Travelers traveling to Japan can attend special events on social media and get exclusive stickers from their collaborations.

For more details, Check Official event page.