HAA is a lifestyle brand based on the concept of touji (bath healing), a traditional Japanese health regimen. We strive to provide goods and services that feature Japanese local ingredients and traditions.
The modern world in which we live progresses at dizzying speeds, like news flooding social media. In times like these, it seems many people have less and less space in their lives, struggling to find time to take a deep breath.
HAA's mission is "to bring deep breaths to everyday life" in a world in which our breaths tend to get shallow.
When there is space in our bodies and minds, it allows us to look at ourselves objectively, or be more attentive of others. We believe that this leads us to be kind to others.
Believing that a small change in how we care for ourselves will lead to a huge change in the world, HAA seeks to provide a lifestyle with deep breaths, like "haaaah".
HAA's definition of Touji (bath healing)
Touji (bath healing) a traditional Japanese health regimen consisting of staying long-term at a hot spring and bathing in order to recuperate.
However, in modern times, when we are busy with our jobs and housework, it's difficult to go to hot springs on a regular basis. Thus, we at HAA divided touji into four factors, and developed products for our modern world enabling us to practice touji in our everyday lives wherever we are.
"Bathing" "Dining" "Resting" "Sleeping".
To promote the cycle of these four factors of everyday life; this is what HAA sees as the essence of touji. These factors provide the foundation on which we can take a deep breath, settle our nerves, and live life healthily and at ease. Only when we make the time to access the core of our minds and bodies can we recover from deep within our bodies.
Now, it's time to take a deep breath, like "haaaaah", and start living the touji lifestyle from today.
Rooted in the touji culture of
Kannawa Hot Springs
Kannawa Hot Springs, one of the Eight Springs of Beppu in Oita Prefecture. This is a place where touji culture is ingrained from old times. It is here where HAA was born.
- Company name
- HAA, Inc.
- Company representative
- CEO Kanoko Ikeda
Ishigaki-Nishi 9-2-29, Beppu City, Oita Prefecture, Japan
- Founded on
- July 9, 2021
- The planning, development and management of the touji lifestyle brand "HAA"