Toyota Mobility Foundation Partners with Ehime to Promote Cycling Culture and Safety

Promoting a New Cycling Culture in Ehime

On May 28, 2026, a significant agreement was reached between the Toyota Mobility Foundation, Ehime Prefecture, Matsuyama City, and Imabari City. This collaboration aims to expand and deepen the cycling culture in these regions, with the upcoming international conference "Velo-city 2027 Ehime" serving as a catalyst for promoting cycling as a means of urban development, regional revitalization, and ensuring safety for all cyclists.

Background of the Agreement

Since its inception, Ehime Prefecture has advocated for cycling as more than just a means of transportation; it is viewed as a new culture that fosters health, personal satisfaction, and friendships among individuals. In alignment with this vision, a diverse array of initiatives has already been implemented across 20 cities and towns in the prefecture to promote regional engagement and safe cycling practices.

The successful bid to host the Velo-city 2027 conference marks a notable milestone, as it is the first of its kind to be held in Japan. This event seeks to accelerate discussions on enhancing cycling usage, aiming to propel the concept of a new cycling culture into a new chapter. The Toyota Mobility Foundation is joining forces with local governments to facilitate this initiative through its "Tateshina Meeting," which focuses on achieving zero traffic-related fatalities, emphasizing the importance of safe cycling.

In light of the increasing share of cycling accidents in overall traffic incidents, the agreement also reflects a proactive approach to address these safety concerns, coinciding with the introduction of new regulations, such as applying traffic violation notices to cyclists beginning in April 2026. The partnership is poised to enhance the cycling environment and promote a culture of safety that includes both local residents and tourists, especially on iconic cycling routes like the Shimanami Kaido.

Framework of Collaboration

The agreement outlines several key initiatives aimed at fostering safe and supportive cycling environments for residents and visitors alike. These include:

1. Advanced Technology Trials to Reduce Accident Risks (Matsuyama City)

Matsuyama City will implement a large-scale trial using Intelligent Transportation Systems (ITS) smart poles at intersections with limited visibility. Sensors and LED displays will alert cyclists and motorists about potential collision risks, utilizing real-time data to promote safer behavior on the roads.

2. Improving Cycling Environments for Tourists (Imabari City)

Efforts will be made to create intuitive cycling environments for both local and foreign cyclists along the Shimanami Kaido. This will involve enhancing road signage and markings to communicate cycling rules visually, ensuring that regardless of language barriers, all cyclists can navigate safely. Educational campaigns will further aim to foster a shared understanding of cycling culture between residents and visitors, highlighting the unique cycling experiences that Ehime can offer.

3. Bicycle Safety Education for Middle School Students (Imabari City)

With the beginning of the traffic violation notice system, bicycle safety education for middle school students is crucial. Students will engage in hands-on educational activities, enabling them to identify and address road safety issues in their community. By mapping out potential dangers and discussing solutions, students will cultivate the ability to foresee and react to hazards in various traffic scenarios.

4. Further Initiatives to Promote Cycling and Community Revitalization

Additional efforts will focus on enhancing the visibility and understanding of cycling culture while prioritizing safety in urban planning and community engagement.

Conclusion

The synergistic efforts of the Toyota Mobility Foundation, Ehime Prefecture, Matsuyama City, and Imabari City are paving the way for a holistic approach to cycling culture that encompasses safety, education, and community involvement. Through strategic partnerships and proactive measures, the aim is to not only promote cycling but also position Ehime as a leading example of cycling integration in urban settings. By the time the Velo-city 2027 conference arrives, the groundwork laid by this collaboration will hopefully transform the landscape for cycling in Ehime, establishing it both as a healthy activity and a thriving part of the region's cultural identity.