BEAMS JAPAN, a "BEAMS JAPAN" initiative by Beams Corporation (Headquarters: Shibuya-ku, Tokyo; President and CEO: Yo Shitetara) that disseminates Japanese culture, has been holding the "Sento no Susume" (Recommendation for Public Baths) project since 2019, promoting the enjoyment of local public baths. In 2026, a year celebrating "a bath once in a thousand years" (026), the project will be held in Aichi Prefecture for the first time under the title "Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~." In collaboration with "Aichi Toyota," a Toyota dealership operated by AT Group Inc. (Headquarters: Nagoya-shi, Aichi; President and CEO: Shinji Yamaguchi), we will disseminate the unique charm of Aichi and Nagoya by combining public baths with regional culture, including proposals for driving courses that visit public baths. "Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~" In the past, "BEAMS JAPAN" has held the "Dainagoyaten" (Great Nagoya Exhibition) project (*), a project that disseminates the unknown charms of Aichi and Nagoya, a total of 6 times since 2019 in regular intervals, collaborating with various companies and organizations, and sports teams in Aichi and Nagoya. Through product development and other initiatives in collaboration with approximately 50 companies and organizations, we have built deep connections with the region. As a result of this track record, the sixth installment of "Sento no Susume" has been realized. Against the backdrop of Aichi Prefecture being a major hub for the automotive industry, we have decided to co-host with Aichi Toyota, a participating company in "Dainagoyaten," focusing on "cars" as a primary means of transportation. We will develop unique plans for Aichi and Nagoya that allow participants to experience the joy of visiting public baths while driving. *Dainagoyaten: https://www.beams.co.jp/special/dainagoyaten2025/ ■ "Sento no Susume 2026 ~Aichi/Nagoya Edition by Car~" Overview [Event Period] September 2, 2026 (Wed) - Oct