Discover the Revolutionary 'ShoEir' Backpack Experience in Shibuya, Tokyo

In a remarkable initiative, Hanamaruya Co., Ltd., led by CEO Yoshihiro Matsushita, is set to host a special trial event for their innovative backpack, ShoEir, in Shibuya, Tokyo. This event aims to alleviate the heavy burden carried by middle and high school students. Scheduled for the weekend of January 31 and February 1, 2026, the event will take place at ChooseBase SHIBUYA, particularly in the BASE C area.

This exclusive experience focuses solely on providing attendees with the opportunity to try on the backpack loaded with heavy items without any sales pressure. Unlike traditional events, there will be no inventory for sale; instead, participants can fully immerse themselves in the experience of wearing the ShoEir and feeling its revolutionary 'lightweight' design.

Background of Development: A Father's Concern for His Child

The inspiration for ShoEir stemmed from a personal concern. Matsushita noticed that his daughter’s school bag weighed over 15 kg, prompting a serious contemplation about the effects of such weight on growing children. Research revealed that on average, students carry over 10 kg daily, which can escalate to 15 kg or more on busier days. Understanding the emotional and physical strain that this entails for these students became the catalyst for creating a more ergonomic and supportive backpack.

Unique Technology: The 'Lightweight' Experience

The ShoEir backpack introduces unique technologies designed for a more comfortable carrying experience, dubbed 'Omoue' and 'Senachika.' While the actual weight of the items cannot be reduced, the perception of weight can be altered:

- Omoue (Heavy Load Up): By placing heavier books in a designated 'Core Pocket' at the top of the backpack, it allows for a higher center of gravity, enhancing balance and reducing the feeling of heaviness.
- Senachika (Close to the Back): This design ensures the load is held close to the back, minimizing the pulling force felt by the user, further stabilizing posture during use. Together, these features work to deliver an experience where the backpack feels significantly lighter than its physical weight.

No-Sales Policy: Experience the Comfort

The decision not to sell backpacks at the event reflects a thoughtful approach to consumer experience. By eliminating the pressure to purchase, participants can focus solely on testing the backpack without feeling obligated or uncomfortable while discussing their impressions. “We want attendees to feel at ease, try the backpack with total freedom, and simply enjoy the experience,” said Matsushita.

For those who find the ShoEir appealing, information on online purchasing will be provided following the experience, ensuring participants can make informed decisions without sales pressure.

Event Details

The 'ShoEir' Backpack Trial will be held on:

- Date: January 31 - February 1, 2026
- Time: Both days from 1:00 pm to 5:00 pm
- Location: ChooseBase SHIBUYA, BASE C (1st floor of Seibu Shibuya's Parking Pavilion)
- Address: 21-1 Udagawacho, Shibuya City, Tokyo 150-0042
- Entry Fee: Free
- Event Activities: Attendees can test the new ShoEir model and experience its load-bearing capabilities with items like textbooks and laptops.