Focusing on a “brain-pleasing experience,” this traditional neighborhood bathhouse, familiar to everyone, was dramatically updated through the power of creativity. With an array of devices and staging—from mind-blowing neon lights and illumination to riddles and underwater speakers—it offered a one-of-a-kind “new bathing experience of light and madness” that could only be enjoyed in this place. In the lobby, exclusive “Nojiru Sento” merchandise, as well as limited-edition drinks and food, were also available for purchase. Over the 10-day event period, a total of 4,457 people experienced it, and in the visitor survey, about 93.3% of respondents answered “Yes, I got brain juice!” to the question, “Did you get brain juice?” Following “Henkai Yokocho,” it concluded to great acclaim and overwhelming success.