"Relax in the whole town, immerse yourself in the shopping district"
A new natural hot spring and accommodation facility called "Natural Hot Spring Yuya Tenjin" will open in spring 2026 in the heart of Matsue City, Shimane Prefecture, specifically in the historic Tenjin-cho Shopping Street. This exciting new development aims to revitalize the central shopping district by combining traditional hot spring culture with modern hospitality.
Visitors can enjoy natural hot springs and authentic saunas available for both day trips and overnight stays. The unique approach of not serving dinner encourages guests to explore and dine at surrounding restaurants in the shopping district, creating a vibrant ecosystem that benefits the entire community.
The concept is: "Relax in the whole town, immerse yourself in the shopping district." This innovative concept aims to create an immersive shopping district experience by combining the relaxation of hot springs and saunas with the warmth and charm of traditional shopping street life.
Accommodation options include 8 double rooms, 1 twin room, and 29 dormitory beds for budget-conscious travelers. Guests can choose from various accommodation options that cater to tourists and business travelers alike, with convenient overnight plans perfect for local residents after evening social gatherings.
Logo & Staff Uniforms Designed by BEAMS DIRECTORS BANK and Art Director Hirock
Logo and character designs
Staff uniform design
Additional character design elements
The facility features distinctive branding designed by renowned creative team BEAMS DIRECTORS BANK from select shop operator BEAMS Co., Ltd. The designs were crafted by Hirock, an acclaimed artist who previously served as a graphic designer for apparel brand "A BATHING APE®".
The character is described as "a presence that always wraps itself in steam while warming the hearts and bodies of visitors. Though slightly clumsy, it has an endearing expression and a plump silhouette enveloped in hot spring steam." This character will be prominently featured on staff uniforms to welcome guests.
The facility's mascot character name will be decided through a public contest targeting children in the San-in region.
Teaser Site and Social Media Launch
A teaser website and official social media accounts are now live, featuring the latest information and concept details. Additional information and event announcements will be updated regularly leading up to the opening.
Teaser Site: https://yuyatenjin.com/
Instagram: https://www.instagram.com/yuyatenjin.shimane/
Facebook: https://www.facebook.com/profile.php?id=61579171495844
Executive Statement
Chouemon Tanabe, President of San-in Chuo Television Broadcasting Co., Ltd.:
"I believed that the Shiragata-Tenjin district needed a central attraction facility for urban development. While considering various concepts, I had an intuition that 'hot springs might emerge from this location' and decided to try drilling. Sure enough, we struck hot spring water. At that moment, I decided without hesitation to create a 'yuya' (bathhouse). We aim to build a beloved bathhouse that serves as a new model for shopping district revitalization."
About Matsue City's Tenjin-cho Shopping Street
Tenjin-cho has flourished as a temple town in front of Shiragata Tenmangu Shrine since the Edo period, with shops lining the streets and constant bustling activity. However, the relocation of hospitals and post offices, along with the emergence of large shopping centers, led to decreased foot traffic and decline. Since entering the Reiwa era, activities have begun to revitalize with the revival of Saturday night markets and new store openings.
The area aims to restore its former vibrancy in a new form. Remarkably, according to historical records dating back to the Edo period, Tenjin-cho has never had a hot spring bathing facility. Yuya Tenjin represents a historic first for the district, inheriting the rich history while bringing new life to this cherished community space.
(Tenjin-cho Shopping Street)
Facility Overview
Name: Natural Hot Spring Yuya Tenjin
Location: 129 Tenjin-cho, Matsue City, Shimane Prefecture
Opening: Spring 2026
Rooms: 8 double rooms, 1 twin room, 29 dormitory beds
