Bike Life Reimagined: New CM Featuring ZUMA Premiered in Shibuya

In an exciting promotional event held on June 24, 2026, Bike O Company marked the launch of its latest commercial featuring ZUMA, an ambassador beloved by younger audiences, right in front of the iconic Shibuya Station in Tokyo. Emphasizing its business philosophy of "breaking conventions to create new value and excitement" and its vision of becoming a lifelong partner for bike enthusiasts, the company organized a vibrant cross-media event that included a live performance by ZUMA.

The event featured a display of motorcycles alongside the live performance, seamlessly merging real-life engagement with digital advertising, as the new commercial was aired on large screens in the surrounding area and simultaneously streamed on YouTube.

New Commercial’s Concept

The new commercial uniquely resonates with young people by creatively intertwining elements of the popular 80s motorcycle manga, "Baribari Densetsu," with ZUMA's catchy tunes. It powerfully encapsulates the company's commitment to enhancing motorcycle culture and engaging a new generation of riders who may not yet be fully immersed in bike life.

At a temporary venue within Shibuya Mark City, a livestreamed performance attracted large crowds despite the bustling evening hours of shoppers and commuters. Attendees were treated to nostalgic displays of motorcycles featured in "Baribari Densetsu" while enjoying the film that emphasized both the services of Bike O and the thrilling nature of motorbiking.

Background of the Event

Bike O aims not only to facilitate buying and maintenance services for motorcycles but also to advocate for the richness of motorcycle culture among younger generations. Holding the event in Shibuya—a hub for youth culture—allowed the company to reach a broader audience, inspiring interest in biking among those who may have previously shown little enthusiasm.

Storyline Behind the New CM

The new commercial comprises two narrative segments: "Memories with Our Beloved Bike" and "Encounter with a New Dream." Each part centers around the iconic Honda CB750F, which appears in the manga. The first segment showcases a motorcycle owner grappling with the emotional decision to sell his cherished bike due to a lack of riding opportunities in recent times, visually the garage becomes a monument of memories. The valued motorcycle is assessed and purchased by Bike O, leading to a connection with a new owner.

The second part follows a man re-experiencing his passion for bikes by revisiting "Baribari Densetsu," ultimately leading him to a fortunate discovery of a Honda CB750F at a local Bike O store, igniting excitement and nostalgia. He is reassured by a staff member about the practical benefits of a 100-day return policy and long-term warranties, allowing him to confidently proceed with the purchase.

Emotional Connections Through Music

Bike O’s commitment to blending nostalgia with modern sensibility is reflected through ZUMA's performance. The CM captures feelings of love and longing related to biking while celebrating the timeless appeal of motorcycles through a contemporary lens. The combination of the manga's rich history with ZUMA's modern musical expression offers an emotional touchpoint that resonates with both existing riders and new enthusiasts.

ZUMA's Live Performance and Audience Engagement

ZUMA's live performance took place at 5:30 PM and 6:30 PM, drawing an enthusiastic crowd, despite being spontaneously organized with no prior advertisement. Attendees captured moments with their smartphones and engaged deeply with the performance, enjoying backstage stories during the Q&A.

Director's Insights

In the creation of this commercial, the theme of "inheritance" was highlighted, addressing both the cultural heritage of Japanese biking as well as the transfer of emotional significance between bike owners. The narrative reflects not only the relationship with bikes as partners throughout life but also how Bike O strives to symbolize the cycle of care and connection.

Looking Ahead

With the new CM and promotional endeavors, Bike O aims not merely to sell motorcycles but to cultivate a deep appreciation for the biking lifestyle. The company's future initiatives will focus on solidifying its brand as a trusted partner for every rider, encouraging healthy engagement with bike culture and the unique joys it offers.

About Bike O

Founded in September 1994, Bike O Company specializes in buying and selling used motorcycles, expanding nationwide. Beyond basic transactions, it offers extensive support in motorcycle maintenance and parts sales, continuously evolving to include electric mobility solutions to enhance the biking lifestyle.

For more information, please visit Bike O Website.