Toyota Corolla Ehime to Host the First City Rogaining in Matsuyama Experience Event

Toyota Corolla Ehime will host an experiential event set in Matsuyama City: “Toyota Corolla Ehime presents the 1st City Rogaining in Matsuyama.” City rogaining is a form of urban walking entertainment in which participants explore the city with a map, visit checkpoints, and collect points. Families and friends can plan their strategy together, asking questions such as “Where should we start?” and “Let’s go there next!” while fully enjoying the city of Matsuyama. It is not simply sightseeing, walking, or a game. It is a participatory event in which “the city itself becomes an attraction,” and it will be held in Matsuyama for the first time. The event takes place across Matsuyama, a city where history, culture, food, and nature coexist. Participants visit checkpoints within a time limit and enjoy the city along routes of their own choosing. They can stop by a cafe they have been curious about, spend time in the Dogo area, focus on the area around Matsuyama Castle, or run for a high score. The appeal of city rogaining lies not only in competition, but in enjoying the city itself. Eating while walking and shopping during the event are also encouraged, allowing participants to experience Matsuyama’s local food and regional attractions. City rogaining is a family-friendly event that can be enjoyed by children and adults alike. Rankings are not decided only by running speed. Participants consult maps, discuss routes with family or teammates, and cooperate as a team, making it enjoyable even for those with small children. City rogaining is already held across Japan as an event that beginners and families can enjoy, and people who are not confident in sports can participate casually. It is ideal for families who feel they have not been able to spend time outdoors together recently or who want to create memories with their children. Another appeal of city rogaining is that participants end up walking a lot without realizing it. Because they explore the city like a game, many participants feel less like they are exercising and more like they naturally walked while having fun. Many participants walk or run an average of more than 15 kilometers, which is considered helpful for addressing lack of exercise. Matsuyama City has also been promoting health through walking in recent years, with expected benefits such as improved cardiopulmonary function, stress reduction, and better overall health. City Rogaining in Matsuyama is a new activity that combines health and urban walking. The event also offers a day to rediscover the appeal of Matsuyama. In addition to famous tourist destinations, participants may encounter places and local resources even residents did not know about, leading to discoveries such as “I didn’t know this view existed,” “I want to come back to this shop,” and “Matsuyama is interesting.” Checkpoints are also expected to include locally connected spots such as EHIME Mixing Park and local universities, creating opportunities for participants to feel closer to the region. The event will also showcase power supply from Toyota vehicles. At the venue, Toyota Corolla Ehime will use vehicles equipped with external power supply functions to provide part of the electricity needed for event operations. Participants will be able to experience the increasingly popular idea of using electricity from cars in a real event setting. Beyond emergency power during disasters, the event presents cars as useful tools for daily life, outdoor activities, and community events. Food trucks and a marche will also be held at the same time, creating an event space that can be enjoyed all day, not just through running and walking. Local food trucks and regional products will be available, offering a festival-like atmosphere for participants, families, and supporters. In addition to exploring the city, visitors can enjoy spending time at the venue, tasting Matsuyama foods and discovering carefully made local products. The event aims to create a place where people, the region, and food connect. Toyota Corolla Ehime has marked its 60th anniversary. Moving beyond the framework of a company that sells cars, it aims to become a company that makes local life more enjoyable and fulfilling. Through an event that helps families create memories, supports health, and encourages rediscovery of the city’s appeal, Toyota Corolla Ehime seeks to build new connections with the local community. Event name: Toyota Corolla Ehime presents the 1st City Rogaining in Matsuyama Date: Saturday, July 11, 2026 Location: Matsuyama City, Ehime Prefecture, Shiroyama Park Yasuragi Square Participants: Families, friends, couples, individual participants, and others Organizer: Toyota Corolla Ehime Co., Ltd. Event details and registration: https://city- ogai i g.com/eve t/90/