When people hear "carbonation," many likely think of carbonated water or soft drinks. However, carbonation is actually utilized in a wide range of products, including bath additives, body care, and hair care. A limited-time event has now begun in Harajuku, Tokyo, allowing visitors to "learn by experiencing" these diverse uses of carbonation.
This is "Recharge in Harajuku When You're Worn Out! Tansan Juwakado," hosted by Kao at Tokyu Plaza Harakado from September 28 to October 4.
Why Kao Chose "Carbonation" as a Theme
The background of this project lies in the gap between people's perception of carbonation and its actual range of applications. Kao has long conducted research and development on carbonation, applying its technology to various products like bath additives.
On the other hand, for consumers, carbonation still strongly evokes the image of "something to drink," and there are not many opportunities to learn how carbonation is used in other products. This led to the introduction of three key approaches: "apply, soak, and learn."
Instead of simply displaying and introducing carbonated products, the event connects different experiences: trying products while strolling through the city, bathing in a public bath, and viewing an exhibition on research and development. In other words, Tansan Juwakado is designed not only to promote carbonated products but also as a platform to broaden the understanding that "carbonation has uses beyond beverages."
Turning "Exhaustion" into a Badge of Enjoyment
Another point of interest is the choice of Harajuku as the event's stage. Harajuku attracts many people who spend an entire day walking around for shopping, cafe hopping, events, or fandom activities. Naturally, as the step count increases, so does the feeling of fatigue. The core idea behind this event is not to treat this "guttari" (exhaustion) as something negative, but rather as "proof that you thoroughly enjoyed Harajuku."
At the "Guttari Exchange Point" on the Harakado rooftop, visitors can check their "Guttari-level" based on their step count for the day and a survey about how they spent their time in Harajuku. Depending on the result (level), they can exchange it for Kao's carbonation-related products, such as MegRhythm Carbonated Gel Pack for Feet, Bub Monster Bubble, or Melt Creamy Melt Powder.
Beyond just receiving products, visitors can also experience them on the spot, for example, by applying a foot pack while sitting on a bench. For users, this provides an opportunity to take a break during shopping or fandom activities and to try products they might not usually pick up.
The "Guttari Exchange Point" on the Harakado rooftop
It was unfortunately rainy on the first day, but there are benches near the exchange point. On a clear day, visitors can sit and rest while trying out the "Carbonated Gel Pack for Feet" they received.
The rooftop offers a calm atmosphere and a nice view.
At the exchange point, visitors can receive prizes corresponding to their level by providing their step count recorded on their smartphone and answering a simple survey.
View of the survey reception area
Various carbonation-related products are displayed.
MegRhythm Carbonated Gel Pack for Feet is a core item.
The event also offers a "learning" experience. In the exhibition space at Chikaichi, located within Kosugiyu Harajuku, Kao showcases the history of its carbonation technology research and development. This allows visitors to engage not only with the products themselves but also with the technology behind them. While corporate technology exhibitions can sometimes feel specialized and difficult, using familiar experiences like "applying" and "soaking" as an entry point is likely to spark awareness of carbonation's uses that people don't usually consider.
A hot spring icon on the sign. Did you know there's a place to soak in hot water in the bustling streets of Harajuku?
Near the entrance of Kosugiyu Harajuku
Strong carbonated baths are also available.
A relaxing space.
Carbonation-infused products were also displayed here.
It is believed that a crucial point of this project is not just to make people remember product names, but also to foster the perception among consumers that Kao is "a company that researches carbonation."
An exhibition where you can learn about carbonation.
An Event to Fully Enjoy Carbonation Throughout the Building, with Public Baths, Carbonated Water, and Restaurants Participating
The event is not merely about introducing Kao's products. In the underground "Kosugiyu Harajuku," a limited-time "Juwakado no Yu" (Juwakado Bath) is offered. Visitors can learn about carbonation through bathing while reading a carbonation-themed "Bath Newspaper." On October 3rd and 4th, Asahi Beverages' Wilkinson Tansan will also be provided.
Additionally, for a fee, a collaboration with Craft Cola Hour offers a plan to enjoy carbonated water mixed with craft cola.
Wilkinson Tansan cans will also be distributed on Saturday, October 3rd, and Sunday, October 4th.
Beyond this, by having dining and retail stores within the Harakado building participate as target stores, the event goes beyond simply trying Kao's products. It integrates "carbonation" as a common theme into the very activities of visiting Harajuku, such as public baths, beverages, dining, and shopping.
After checking your Guttari-level and getting Kao's "Juwa items," if you apply or hold the Guttari Pass (Carbonated Gel Pack for Feet) and visit the participating stores in the building, you can receive a sticker.
For the collaborating companies and stores, this offers an opportunity to create new touchpoints with Harajuku visitors, unlike simply introducing their products and services independently.
One of the collaborating stores, HOW’Z
Collaboration carbonated drinks are also available.
You can also enjoy carbonated drinks like lemon squash.
According to a Kao representative, Tansan Juwakado is the company's first initiative to convey its accumulated carbonation technology not just through products, but by allowing consumers to experience it. The strong image of "carbonation = drink" is the underlying reason. While Kao has developed various carbonation-utilizing products, including "Bub," the technology and value of carbonation are still not fully known to consumers.
"We feel frustrated that the value of carbonation is not reaching our customers," says the representative. Therefore, this time, instead of unilaterally introducing products, the aim is to make people aware of the diverse uses of carbonation through multiple experiences: "apply, soak, and learn."
We spoke with Ms. Hada from Kao's Health & Beauty Care Business Division.
The target audience is broad, not limited to specific age groups, but with a particular focus on those in their 20s and 30s. The representative explains that while younger demographics may experience "fatigue" less frequently, people in their 20s and 30s increasingly feel tired after walking around the city while enjoying shopping, work, or hobbies. The goal for this event is to have approximately 10,000 people experience it.
Harajuku was chosen as the stage. While many people visit Harajuku for shopping, fandom activities, cafes, and events, it also faces the challenge of being crowded and lacking resting spots. Therefore, instead of treating "fatigue" as a mere negative element, it is reframed as proof of having thoroughly enjoyed a day in Harajuku, transforming it into an experience where "if you're worn out, you can recharge here and then return to the city."
For Kao, this is expected to not only increase product recognition but also broaden understanding of carbonation technology itself. For visitors, it's an opportunity to learn that carbonation, which they usually consider a "drink," is also used in bath additives and topical products, and to actually try them. Furthermore, by visiting collaborating stores like public baths and restaurants, the aim is to create a system where people can enjoy the city of Harajuku while engaging with carbonation, rather than just focusing on the event itself.
If You're Tired in Harajuku, It's a Chance to "Learn" About Carbonation
The appeal of "Tansan Juwakado" lies not in inventing new carbonation concepts, but in drawing attention to the "unknown uses" of familiar carbonation. Carbonation as a drink, as a bath additive, as used in topical products, and the technology that supports them. By connecting different products and companies under the single theme of "carbonation," what usually appears separate can be enjoyed as a unified experience.
After a day of walking around Harajuku, taking a break on the rooftop, warming up in a public bath, and learning a little about carbonation before heading home—this event can be described as a new form of corporate event that combines "city exploration + rest + product experience + technological understanding."
As the phrase "Recharge in Harajuku When You're Worn Out!" suggests, if you stop by after fully enjoying Harajuku, you might just discover another side of "carbonation" that you usually take for granted.
"Recharge in Harajuku When You're Worn Out! 'Tansan Juwakado'"
*Period: September 28 (Mon) – October 4 (Sun), 2026 Venue:* Tokyu Plaza Harakado
*Guttari Exchange Point: Harakado Rooftop, 11:00 – 19:00 Kosugiyu Harajuku: 7:00 – 23:00 (Closed Thursdays) Operating hours for stores within the building vary by store.
*After receiving a Guttari Pass at the exchange point, visit participating stores to receive an original sticker.
*Participating Stores:* Harajuku Oyster House TokyoSeafood, FALAFEL BROTHERS HARAJUKU, ABC canteen, HOW’z, MOLESKINE, HINEMOS, Inaba Udon, Ippudo, MEXICAN GRILL AVOCADO, Kosugiyu Harajuku
