The evolution of that ‘Holy Land of the West’ never stops.
In Kumamoto, there is a facility called “Yulax,” which is referred to as the “Holy Land of the West” by sauna fans.
Having opened in 1994 and undergone a major renovation in 2016, it now sees 360,000 users annually.
We asked the president, Yoshitaka Nishio, who champions “Sauna × Entertainment,” about the unique appeal of this place.
Model
Hisui Ichinose
Member of the O’Clock Kumamoto Opera Company. Appeared in the stage play “Maeda Keiji Kabuki Tabi ~The Female Swordsman of Oni-Shimazu: Yuizuki~ Chapter” as the military strategist Muneshige Tachibana.
Sauna, hot springs, hotel.
The Holy Land of the West is a complex facility.
At night. Driving down Kotohira Street in Kumamoto City, a brightly lit sign reading “Natural Hot Spring Heaven” catches your eye. The parking lot is packed with cars. This facility is “Yulax.”
“Yulax” features, of course, hot springs, as well as a restaurant, a relaxation space lined with 8,000 manga volumes and massage chairs, a dormitory where overnight stays are possible, and a hotel with completely private rooms. Among these, what is known nationwide is the sauna.
“Recently, saunas have been experiencing a global boom,” says Mr. Nishio. When asked about the reason, he explains, “In the past, when people thought of saunas, they had an image of something enjoyed by older men. However, young people in their teens to 30s, who had nowhere to go during the COVID-19 pandemic, visited and discovered the appeal of saunas. Sweating, soaking in a cold plunge pool, and relaxing—perhaps that experience resonated with the feelings of people living in modern times, who tend to be exhausted by various things.” At “Yulax,” the number of female customers has also reportedly increased compared to the past.
The facility is fully equipped with three types of saunas inside the bathing area. Gaining particular popularity among them is “Aufguss,” a performance in which water is poured over sauna stones and the generated steam is fanned with a towel in time with music. By exposing your body to the heat waves in the high-temperature sauna room, your perceived temperature rises, and sweat bursts out in a short amount of time. The sauna room where the performance takes place shows an excitement just like a live concert venue.
The mud pack is handmade in-store by mixing purified water and moistnite, which is also used in cosmetics.
The “Great Eruption Meditation Sauna: Dai-Aso” is not too hot and comfortable to spend time in.
Steam completely fills the sauna room.
Take a small amount of salt from the salt pot and apply it to your body.
By sweating, waste products are further flushed out.
Inside the bathing area, you can experience three types of saunas, outdoor air bathing, and more.
There is also an outdoor bath.
Renovated in the wake of the Kumamoto earthquake.
Because his older sister, who had succeeded their founding father, passed away, Mr. Nishio assumed the position of president in 2015. The first thing he noticed was the aging of the facility. “Since 20 years had passed since our founding, I honestly felt that the facility was run-down. What I thought about then was what kind of places the shops called ‘shinise’ (long-established businesses) actually are. While looking into the meaning of ‘shinise,’ I came to the realization that it might mean shops with a long history engaging in pioneering initiatives.
“Since we have the history, I thought let’s do something pioneering. Therefore, I challenged myself to eliminate restrictive rules like ‘Do not submerge your head in the cold plunge pool’ or ‘Children must not enter the sauna,’ which were written as prohibited matters at any sauna at the time.”
Right at that moment, the Kumamoto earthquake occurred in 2016, and the facility sustained damage. However, Mr. Nishio took the earthquake damage as an opportunity to renovate, planning to transform it into a reborn place with an even more enhanced sauna experience. Then, after the renewal in the same year, the cold plunge pool with a maximum depth of 171 centimeters (for men)—which has also become synonymous with “Yulax”—a meditation sauna where you can do self-löyly, and Aufguss were newly introduced.
Currently, 34 performers called “Aufguss Masters” are on staff, and Aufguss is performed 26 times a day. During the crowded hours on weekends, it is popular enough that lines form with people who cannot fit inside the sauna room.
Experience a 15-minute show Aufguss and an incense-burning healing program at the new sauna “THIS IS IT.”
The famous, deepest cold plunge pool in Japan.
The maximum water depth is 171 cm for men and 153 cm for women.
Theater-style Aufguss room “THIS IS IT” opens.
In 2023, there is a newly opened sauna. That is “THIS IS IT.” In this sauna room, which fully utilizes lighting and sound effects, you can enjoy Aufguss here in the form of a show. The performance using towels, which unfolds in accordance with the melody of the music, has become something that can be enjoyed even more through sight and sound.
Mr. Nishio explains the reason for establishing this sauna. “Thanks to everyone, this place is now highly regarded as a Kumamoto tourist attraction and ranks near the top in popularity on travel websites. To ensure it is a place that lives up to expectations, I created it to enhance user satisfaction and uniqueness. When watching, men and women can view the performance together while wearing the facility’s loungewear.”
In addition to Aufguss, this “THIS IS IT” is beginning to be used as a venue for violin performances and a stage to showcase the talents of Kumamoto artists. “Since I have experience producing independent films, I would love to support people who want to engage in creation and expression,” says Mr. Nishio. The “Holy Land of the West” is evolving into a place where you can experience not only saunas but also Kumamoto’s entertainment. Please come and visit at least once.
The restaurant’s famous Yulax Mapo Tofu Noodles.
There is also a women-only relaxation room on the second floor.
You can enjoy 8,000 volumes of manga and freshly ground coffee for free.
President Yoshitaka Nishio
His favorite quote is Bruce Lee’s “Be water, my friend.” He manages with flexible thinking unconstrained by convention.
