Kagurabachi Joins Kao's O! Sentaku Laundry Project With New Chihiro Visual

Kao will launch the “O! Sentaku Project,” a new cross-brand initiative from its fabric care labels, on October 15, 2026. The project is designed to support the “first laundry” experiences of younger generations, and its first collaboration is with the manga Kagurabachi.

About Kagurabachi

Kagurabachi is a manga by Hokazono Takeru serialized in Weekly Shonen Jump. Described as a “neo-Japanese sword action” series, it follows Rokuhira Chihiro, a boy who dreams of becoming a swordsmith and sets out on a path of revenge after his peaceful days with his father are taken from him. The series has surpassed 4.5 million copies in circulation.

A Project Built on Student Dorm Visits

The initiative spans Kao’s fabric care brands Attack, New Beads, Emal, Humming, and Wide Haiter. It targets younger generations who do not usually give much thought to laundry, with the goal of making them feel that washing clothes is “something I could probably do” and “surprisingly easy.”

Ahead of the launch, Kao visited university student dormitories to inspect laundry rooms and interview young residents. The company found that interest in laundry varies considerably from person to person, and that even students who have started washing their own clothes do not have enough opportunities to learn how to wash properly or pick up useful tips.

Changing Laundry With a Single Move

That led to the collaboration with Kagurabachi. The project pairs the work’s signature element — turning the tide of battle with a single move — with the idea that laundry results also change with a small tip. A newly drawn illustration of protagonist Rokuhira Chihiro serves as the key visual, and the campaign also produced the “Just One Move Changes It Poster with Kagurabachi,” which combines striking panels from the manga with laundry tips and advice.

Where the Posters Will Appear

The posters will be displayed in the laundry rooms of student dormitories and student apartments, including Kokugakuin University’s Tokiwagi Dormitory, the Rugby Football Club’s Ryuushou Dormitory, Senshu University’s Ikuta No. 1 and No. 2 Athletic Dormitories, and Dormy Miyazakidai and Dormy Musashishinjo, student halls operated by Kyoritsu Maintenance.

Many students living in dormitories have moved away from home and are doing their own laundry for the first time. By giving them a familiar manga as an entry point in the place where they wash clothes every day, the campaign hopes they will pick up laundry knowledge while enjoying the visuals, and in turn rethink their daily habits.

The same visuals will also be shared on X and other social media. Starting from dormitory laundry rooms, the project aims to broaden its points of contact with younger generations both offline and online, raising interest in laundry and helping washing habits take root.