Ehime Prefecture, Matsuyama City, Imabari City, and Toyota Mobility Foundation Sign Partnership Agreement to Expand and Deepen 'New Bicycle Culture'

On May 28, 2026, Ehime Prefecture, Matsuyama City, Imabari City, and the Toyota Mobility Foundation signed a partnership agreement aimed at promoting the spread and expansion of bicycle use, regional revitalization, urban development, and safe usage, in anticipation of the international conference on bicycle-oriented urban development, "Velo-city2027Ehime."

1. Background of the Agreement
Ehime Prefecture has advocated for a "New Bicycle Culture," where bicycles are not just a means of transport but a source of health, purpose, and friendship. With the decision to host "Velo-city2027Ehime" in May 2027, the prefecture aims to accelerate discussions on promoting bicycle use and taking this culture to a new stage.

The Toyota Mobility Foundation, through its "Tateshina Conference" bicycle and motorcycle subcommittee, has been working on public-private partnerships to realize safe bicycle traffic, including technology demonstrations to prevent accidents and developing awareness methods tailored to different life stages.

Meanwhile, bicycle-related accidents are on the rise, and with the introduction of the traffic violation notification system (blue ticket) for bicycles in April 2026, the social environment surrounding bicycle safety is changing. In Ehime, accidents and rule violations by foreign tourists, particularly along the Shimanami Kaido, have become a concern.

Given these factors, Ehime Prefecture, Matsuyama City, Imabari City, and the Toyota Mobility Foundation have entered into this agreement to promote safe bicycle usage and regional development.

2. Initiatives
The agreement focuses on creating an environment where local residents and international cyclists can use bicycles safely. Key initiatives include:
(1) Large-scale demonstrations to reduce traffic accidents using advanced technology (Matsuyama City): Using ITS smart poles at intersections with poor visibility to reduce collision risks.
(2) Improving bicycle spaces and rule awareness for cyclists, including foreign tourists (Imabari City): Creating intuitive road markings and signage to help cyclists understand Japanese traffic rules.
(3) Bicycle safety education for junior high school students (Imabari City): Implementing practical education where students identify risks in their local traffic environment and think of countermeasures.
(4) Other initiatives contributing to the promotion, regional revitalization, and safe use of bicycles.

3. Imabari City's Past Initiatives
As the home of the "Cyclist's Sanctuary, Shimanami Kaido," Imabari City has been promoting bicycle-oriented urban development based on its "Cycle City Promotion Plan" formulated in March 2020, including helmet subsidies and traffic safety education.