New life flows into Japan's bathhouse culture

Younger generation of owners looks to modernization to reverse decline

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The craft-beer bar and other modern twists have helped make Kogane-yu one of the most popular sento (public bathhouse) in Tokyo. (Photo by Yurika Kono)

ELAINE LIES, Contributing writer

TOKYO -- When Tokuji Ito quit his job as an oil trader to run the family bathhouse, he was not sure he could keep the business going.

The facilities were aging and its location in western Tokyo, far from a train station, less than ideal. Worse, customers were drifting away as the overall popularity of public baths, or sento, plunged.

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