Seminar ProgramFor reference, information from the previous seminar, HCJ2026, is posted here.

JAPAN Sauna & Spa EXPO SeminarFor your reference, we have posted information about the previous HCJ2026

Venue

JAPAN Sauna & Spa EXPO Seminar Venue (West Hall 1)

Capacity

60 people

11:0011:40

Sauna Strategies to Create "Hotels of Choice" - The Frontline of High Added Value and Differentiation in Scandinavia and Japan

totonou Japan Co-Founder / Representative Director & President Alex Gota Saito (Language: Japanese)

Learn more

The representative of totono, a sauna startup that imports and sells Scandinavian saunas, will be speaking. Drawing on his company's experience with many installations at famous inns and luxury hotels, he will explain the "added value" that can be achieved by installing saunas, and the "differentiation" that directly leads to attracting customers.

12:1012:50

The Potential of Small Local Public Baths ~A Fun Future Strategy for Minimalist Bathhouses~

Nikoniko Onsen Yutaro Magami / Norimitsu Abe (Language: Japanese)

Learn more

The future business environment will be one of declining population and rising costs. However, taking advantage of the advantages of rural areas, we will significantly increase sales and profits. The number of bathhouses will increase using methods unique to rural areas. We will talk about such efforts.

13:2014:00

What is a "Sauna Master" who keeps the sauna in top condition?

Japan Steam Bath Research Institute Netsuko Goto (Language: Japanese)

Learn more

There are many ways to enjoy a sauna, but the presence of a sauna master can bring out the potential of the sauna room and create an impressive sauna experience. We will explain the characteristics of sauna content such as Aufguss, rituals, and whisking, as well as tips for creating a sauna space.

14:3015:10

How Sanzoku Village was created ~ Sanzoku Sauna x Sanzoku Hormone x Sanzoku Hotel ~
The synergistic effect of these three

Sanzoku Sauna Executive Managing Director Hirofumi Fukuda (Language: Japanese)

Learn more

We will introduce how this bandit-themed "sauna, yakiniku (horumon), and hotel" was born, and why combining these three elements resulted in a unique experience and business model.
This is not just a complex, but rather a "space with a story" unified by a common worldview. We will explain the background behind the design, the role of each facility, and the synergistic effect of the experiential value that is created when all three are combined.

15:4016:20

The ultimate way to "get in shape" as seen from the world's largest hot spring data

Japan Sauna Society Yasutaka Kato (Language: Japanese)

Learn more

The world's largest hot spring big data collection, with 1 million entries, has been accumulated from "Sawatch," a wearable device for saunas that has sold a total of 40,000 units. This article will explain, using analytical data, what can be seen from this big data: the current state of users and facilities, the future of hot springs, and how to "relax."

11:0011:40

Surviving the era of unrelenting price hikes - Creating a cutting-edge system that "makes energy and water savings visible in total" -

Trillion Respass / Representative Director Tomona Kijimoto (Language: Japanese)

Learn more

As utility costs continue to rise, hot spring facilities are expected to face further cost increases in the future due to aging infrastructure and fuel shortages. In order to address this management issue, it is essential to accurately understand the current situation through visualization using IT, and we will show that this is the only way to ensure energy and water conservation.

12:1012:50

Learning from Finland, the "happiest country in the world": sauna culture and business that creates new forms of communication

Embassy of Finland Senior Commercial Officer Laura Kopilow (Language: Japanese)

Learn more

Finland, which has been ranked number one in the world happiness rankings for eight consecutive years, is also known as a sauna powerhouse.
In this lecture, I will introduce the sauna culture in Finland, which is enjoyed by people of all ages and genders and serves as a place for communication, while also introducing business aspects and success stories.

13:2014:00

"You can't know anything just from your own store's information! How to fully utilize customer feedback to compare with other companies"

Fancrew / President & Representative Director Takahito Yamaguchi (Language: Japanese)

Learn more

In your efforts to improve customer satisfaction, increase repeat customers, and acquire new customers, do you feel exhausted or frustrated when using customer feedback?
In this lecture, we will take an objective perspective of "comparison with competitors" and explain how to analyze customer feedback in terms of "quality" and "quantity" and "praise and develop" the company.
We will teach you how to fully utilize customer feedback to directly increase customer numbers while minimizing the burden on the field and avoiding being swayed by emotional arguments.

14:3015:10

From a sideshow to the main attraction: The story of the hotel's top-floor sauna, which overcame construction problems to become a hugely popular facility

Sauna Jorgan Fukuoka Tenjin Representative Masaharu Kawashima (Language: Japanese)

Learn more

In this lecture, we will share the challenges we faced in opening a day-use sauna on the top floor of a hotel, and how we overcame the troubles we faced with contractors violating the Construction Business Act. We will also explain in detail the process of how we grew from a "sideshow" to a "main event" through a design and operation that focused on heat, sound, and outdoor bathing, along with the key points to our success.

15:4016:20

A new era of sauna and entertainment

Yulax Representative Yoshitaka Nishio (Language: Japanese)

Learn more

There are limits to differentiating a facility simply by investing in equipment such as saunas, bathtubs, and cold baths. This is because equipment is easily imitated, making it easy to fall into price wars. On the other hand, human interaction is difficult to imitate and accumulates as experiential value. Up until now, we have increased visitor numbers and sales through people-centered management. Similarly, the new facility opening in April is a sauna facility that aims for sustainable growth by maximizing the power of people.

11:0011:40

20 years of efforts to successfully manage the outsourced food and beverage division

Manten no Yu Natural Hot Spring / Executive Managing Director Iori Kugenuma (Language: Japanese)

Learn more

We will explain the factors that have led to our continued record-breaking sales, which we have seen over the past 20 years of outsourcing to three different companies.
Rather than leaving the food and beverage department entirely to a contractor, we will explain how the owners have worked closely together to manage the daily operations, provide training, develop menus, and improve customer satisfaction.

12:1012:50

The real needs of female customers in hot spring facilities

Actpass / Executive Managing Director Keiko Mochizuki (Language: Japanese)

Learn more

How can we attract female customers to our store? What are their true needs?
We will share tips on how to increase the focus on female customers and attract them by meeting their different needs, along with the latest examples of attracting customers to hot spring facilities.

13:2014:00

No mold, no limits, just go for it!
Fuun Sauna Revolution! Step over the equipment!
Training a sauna master is the very brand of your shop.

Fantasy Sauna & Spa Ofuro no Kuni / Store Manager Kazutoshi Hayashi (Language: Japanese)

Learn more

This acclaimed documentary follows the individual struggles of the nameless sauna masters who set up shop in Ofuro no Kuni after the retirement of their star sauna master, and how they find the heartfelt individuality to transform an ordinary dry sauna into the ultimate space.

14:3015:10

Incredibly high turnover! Shinagawa Sauna's success strategy

Shinagawa Sauna – Stay-Over Sauna Facility General Manager Taichi Sakurai (Language: Japanese)

Learn more

Why is Shinagawa Sauna able to achieve such high turnover?
We will introduce initiatives that have generated stable customer numbers through ingenuity in operations, flow design, and experience creation.

15:4016:20

Has the sauna past its peak? "TTNE's view"

TTNE Totonoe Oyakata Dai Matsuo (Language: Japanese)

11:0011:40

~Transforming local hot spring and accommodation facilities into places where people gather~ Hot spring dojo x Public facility revitalization case study

Onsen Dojo / Representative Director Toshiki Yamazaki (Language: Japanese)

Learn more

Onsen Dojo develops, operates, and provides consulting services for hot spring facilities and resort facilities, including the "Ofuro Caf" brand, mainly in Saitama Prefecture. Two Ofuro Caf locations opened in 2025 in Tochigi and Ibaraki prefectures, both of which utilize public facilities. In addition to introducing this example, we will also talk about the "Showa Retro Hot Spring Public Bath" franchise, which is now open to small businesses.

12:1012:50

How to expand your sauna life based on Sauna Ikitai data

Sauna Ikitai CEO Yu Suzuki (Language: Japanese)

Learn more

Based on data from Saunaikitai, Japan's largest sauna portal, which receives over 1.2 million monthly visitors, we will introduce how sauna lovers enjoy saunas. In addition to the basic sauna experience, we will introduce a wide range of activities, including sauna meals, accommodation, heat waves and Aufguss, and fun with sauna friends, and talk about Saunaikitai's efforts to create a world where saunas can be enjoyed as a lifelong hobby.

13:2014:00

How to survive if you can't make Aufguss

New Wing / General Manager Ken Yoshida (Language: Japanese)

Learn more

Past business activities and experiences

14:3015:10

Hot Spring Market Predictions 2026 ~A Historic Turning Point~

Actpass / Representative Director Yoshitaka Mochizuki (Language: Japanese)

Learn more

It is no exaggeration to say that the major changes currently occurring in the hot spring bathing industry are not short-term trends that come and go, but rather a clear and unavoidable giant tsunami. We are at a crossroads where making the wrong decision when entering or renovating could be fatal.
In this final lecture on the last day of EXPO 2026, we will do our best to explain the direction the hot spring industry should head in.

*Corporate status and titles omitted