Cow Brand Soap Kyoshinsha Co., Ltd.

Producing a live event to deepen fan connections - Good Bath Festival 2018

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Supporting the planning, production, and seamless operation of events for Milk Soap enthusiasts, bath lovers, and everyone to enjoy.

On November 26th (Good Bath Day), we produced the 'Good Bath Festival' event to introduce and celebrate the allure of Japan's bath culture. We provided a one-stop solution for planning and executing activities such as bath-related talk shows, enigmatic comedian Nezutchi's 'Bath Riddles,' live painting by public bathhouse artist Morio Nakajima, a haiku competition centered around baths, and the 'Good Bath Market' featuring bath-related products. The event garnered enthusiastic participation from not only fans of Milk Soap, but also numerous bath culture and public bathhouse enthusiasts, creating a vibrant atmosphere.

Good Bath Festival　Group photo of participants

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Good Bath Festival Report

For the fourth edition, this time we held it over two days in Tokyo and Osaka for the first time.
Both the content and scale were enriched even further.

For Japanese people, the 'bath' is more than just a space for relaxation; it's a cherished space where family bonds are deepened and nurtured. Recently, there has been a revival in the appreciation of sento (public bathhouse) culture, spotlighting the communal role of baths. The 'Good Bath Festival' (previously 'Good Bath Night'), which the TAM 'Shakaika!' team has supported from its beginning, is an event designed to rekindle the love for bathing. It offers a platform to revisit the delights of the bath and foster a heartwarming sense of gratitude. This year, marking its fourth installment, the festival expanded to a two-day event, hosted in both Tokyo and Osaka. Our ambition was to amplify the essence and scale of the festival, delivering an enriched bathing experience as our central mission.

Good Bath Festival

The value of real-life events in a social media-centric era

While connecting through web and social media has become increasingly straightforward, these platforms have limitations in the depth of connection and richness of information they can convey. In contrast, the importance of physical events in building deeper, more meaningful relationships with fans cannot be underestimated.

Production skills for guiding events to success

Combining real-life events with digital promotion can greatly strengthen fan engagement, yet it's important to consider the risks involved. One major concern is the possibility of the event not meeting expectations, which could have implications not just in terms of resources and time but also on the company or brand image. Detailed planning and meticulous execution are therefore critical for the realization of successful real-life events.
For the 'Good Bath Festival,' the TAM 'Shakaika!' team managed every aspect, from venue selection to program planning, coordination of performers, setup, audience engagement, and publicity. Our objective was to ensure an enjoyable experience for every Cow Brand Soap fan, bath, and sento enthusiast, whether attending in person or participating virtually. Careful assignment of specialists in each area was key to the event's success.

Good Bath Festival

Establishing Itself as the premier destination for Cow Brand Soap fans and bath culture enthusiasts

Four years since its debut as 'Good Bath Night,' this year the event evolved into 'Good Bath Festival,' broadening its reach with events in both Tokyo and Osaka. It is fast becoming an annual highlight eagerly awaited by fans. TAM is enthusiastic about continually delving into the dynamic world of event marketing, seeking to innovate and captivate.

Good Bath Festival

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