JR East to Open Station Plazas as Human-Centric Spaces for Vibrant Community Activity

JR East Group is advancing toward the realization of its group management vision 'Yuso 2034,' aiming to 'bring vitality to local communities and enrich Japan' and to create a 'lively society where railways and cities are seamlessly integrated.' To achieve this, the company will evolve station plazas—previously centered on transportation functions—into human-centric spaces that foster diverse activities and promote active utilization.

As part of this initiative, JR East is commercializing a new utilization platform called 'HirakeBA.' By reducing the administrative and operational burdens associated with plaza usage, HirakeBA will connect plaza managers, users (activity organizers), visitors, and local communities, thereby creating new value in the form of vibrant public life.

The platform will be introduced sequentially starting August 3, 2026 (planned), at eight station plazas in the Kanto region. Going forward, the initiative will expand beyond station plazas to include parks, roads, and other urban spaces, with the goal of opening 100 locations across JR East’s operating region by fiscal year 2028.

1. Business Background and Vision

In recent years, policies such as the Ministry of Land, Infrastructure, Transport and Tourism’s initiative to create 'walkable urban areas' have heightened the importance and demand for flexible use of public spaces. However, public spaces like station plazas have faced challenges in establishing usage rules due to complex rights structures and operational burdens.

HirakeBA aims to resolve these issues by connecting public space managers, users (activity organizers), visitors, and local communities. This initiative goes beyond merely providing space—it aims to foster a continuous flow of diverse activities and cultivate lively, uniquely local urban environments.

2. Three Key Approaches to Address Challenges

Station plazas have traditionally been developed as transportation hubs connecting stations and cities. Due to regulatory frameworks, their use for commercial purposes has been difficult. Additionally, the complex procedures and coordination required for usage have been major barriers for both managers and users.

To overcome these challenges, HirakeBA will adopt the following three approaches:

(1) Institutional Development and Regulatory Relaxation (Co-Creation with Local Governments)

Establish systems and rules to address complex rights, procedures, and legal requirements, enabling the opening of station plazas for broader use.

(2) Platform Service (Reducing Burdens through Digital Transformation)

Provide a web-based platform that streamlines reservation, application, review, approval, and payment processes, significantly reducing administrative burdens for both plaza managers and users.

(3) Activation of Station-City Spaces (Co-Creating and Enhancing Local Value)

Create an environment where diverse stakeholders can easily use the space for various purposes, fostering spontaneous daily vibrancy and locally rooted activities and interactions.

3. Service Usage Process

Due to the high public nature of station plazas, even after reservations are made, priority may be given to public use, and adjustments to allocated areas or time slots may be necessary.

※ Users must complete prior account registration to make reservations and applications.

※ Usage fees vary by plaza. Please check the individual plaza page on the website for details.

4. Plazas to Be Opened and Future Expansion

(1) Plazas Scheduled for Implementation

With cooperation from local governments and stakeholders, JR East will open eight public spaces, including station plazas, starting in August 2026, with plans to gradually expand the number of locations.

List of Plazas

Ochanomizu Station (Seibashikuchi Plaza): approx. 50㎡

Ryogoku Station (Koshomichi): approx. 400㎡

Chiba Station (Minamiguchi Pocket Plaza): approx. 140㎡

Makuhari Toyosuna Station (Toyosuna Umikaze Plaza): approx. 1,000㎡

Omiya Station (Plaza 7-min walk from West Exit): approx. 150㎡

Kiryu Station (Kitaguchi Station Front Space): approx. 900㎡

Shinshu Station (Higashiguchi Station Front Plaza): approx. 300㎡

Mitsuke Station (Station Front Plaza): approx. 300㎡

Toyosuna Umikaze Plaza

Imagined Uses of the Plazas

The plazas are envisioned for diverse uses such as community performances, markets, retail, food trucks, and performances.

Concerts and performances

Food truck operations

Performances

Market events

※ Available uses and application start dates vary by plaza. Please check the individual plaza page on the website for details.

(2) Future Expansion

Going forward, JR East will collaborate with local governments and communities to establish institutional frameworks and introduce the platform, expanding beyond station plazas to include underpasses, unmanned stations, parks, roads, and open public spaces across Japan. In the future, the company aims to integrate HirakeBA with other group services such as 'Local Suica,' evolving from simple space utilization into a sustainable urban ecosystem where people’s activities and interactions naturally flourish. The goal is to open 100 locations by fiscal year 2028, contributing to a society where everyone can live richly and comfortably.

【Appendix】

◆ About HirakeBA

Service Launch Date

August 3, 2026 (planned)

Website

https://www.jreast.co.jp/life/hirakeba/ (to be launched on August 3)

※ The website will include a link to the HirakeBA service.

How to Use

Access is available via the website.

After registering an account, please review the usage guidelines for each plaza before use.

※ 'HirakeBA (Hirakeba)' is a registered trademark of East Japan Railway Company.

Key Features of HirakeBA

HirakeBA is not a typical space-sharing service that matches users with already available spaces. Instead, it is a comprehensive initiative that collaborates with local governments to establish usage rules and digital systems, thereby transforming previously underutilized public spaces into accessible venues.

Item

HirakeBA

Existing Similar Services

Target Spaces

Public spaces previously difficult to use

(Station plazas, roads, parks, etc.)

Primarily private spaces with fewer legal restrictions, such as meeting rooms, studios, and shops

Service Role

Collaborate with local governments to establish rules and operational systems (including DX) for public space use, then open the spaces

Matching space owners with users

Provided System

Integrated provision of institutional design (rule-making) and digital platform

Digital platform offering search, reservation, and brokerage functions

Value Created

Transform 'unusable spaces' into 'usable spaces'

Make 'usable spaces' easier to find and rent

User Benefits

Use public spaces with minimal procedural burden, without needing to navigate complex regulations

Easily search and reserve a variety of spaces

【Reference】

◆ About the New Business Creation Program 'ON1000 (Onsen)'

(1) What is 'ON1000'?

The HirakeBA project was proposed and selected by an employee through the 2023 'ON1000' program.

'ON1000' is an internal open-call program at JR East Group that empowers each employee to turn their vision for the future into a business. The program aims to continuously generate numerous new ventures (1,000 ideas, 100 new businesses).