Luup Launches Industry-First 'City-wide Advertising' in Harajuku with yutori's '9090' and Reiwa Roman
Luup, in collaboration with the fashion brand '9090' and comedy duo Reiwa Roman, is transforming the Harajuku area into a massive promotional stage. Using wrapped vehicles, app-based map pins, and store coupons, Luup offers a new communication experience that bridges online and offline touchpoints.
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- 📰 Published: April 28, 2026 at 22:26
- 🔍 Collected: April 28, 2026 at 14:01
- 🤖 AI Analyzed: April 28, 2026 at 14:47 (45 min after Collected)
Luup Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo; CEO: Daiki Okai) will implement a promotional project called 'City-wide Advertising' that 'jacks' an entire neighborhood across online and offline platforms by utilizing the infrastructure of its micromobility sharing service, LUUP.
As the first phase, Luup is partnering with the brand '9090' by yutori Co., Ltd. (Headquarters: Setagaya-ku, Tokyo; President: Takamichi Kataishi) and the comedy duo Reiwa Roman for their solo live event 'RE:IWAROMAN' scheduled for May. This collaboration will run for a limited time from April 28 (Tuesday) to May 17 (Sunday), 2026.
To mark the launch, an unveiling event for media was held today at 10:00 AM at the '9090' Tokyo Store in Jingumae, Shibuya, featuring Mr. Kataishi of yutori, Kuruma Takahira of Reiwa Roman, and Mr. Okai of Luup.
**Background**
Luup operates the micromobility sharing service 'LUUP' with the mission of 'creating an infrastructure that makes the whole city feel like it's in front of a station.' Currently, it has over 17,100 ports and more than 6 million app downloads, growing into one of the largest micromobility sharing services in Japan. Unlike conventional traffic advertisements that focus on static displays at specific locations, LUUP creates a new advertising and communication experience by treating the city as a 'surface' through its network of ports, vehicles, and app integrations.
**Overview**
This promotion combines offline and online touchpoints such as vehicles, ports, and the app interface to promote consumer action and awareness.
- **Vehicle and Port Wrapping:** Limited designs will be applied to electric-assist bicycles and electric kickboards across the city, providing high visibility during travel and parking. Ports in key areas can also be decorated.
- **In-App Promotion:** Banners will be displayed in the LUUP app, which has over 6 million downloads and a strong Gen Z user base. Features include displaying stores on the port map and location-based communication before and after rides to drive traffic to physical stores.
**First Collaboration: '9090 x Reiwa Roman' Details**
Targeting the Harajuku area, this phase includes:
- Introduction of 100 limited-design vehicles (50 e-bikes, 50 e-kickboards).
- Special coupons usable at the '9090' Tokyo Store, displayed on the ride-end screen for users riding wrapped vehicles or parking near the store.
- Special spot pins for the '9090' Tokyo Store on the app's port map, including links to product info and EC sites.
**Unveiling Event on April 28**
During the event at the '9090' Tokyo Store, the CEOs of Luup and yutori, along with Reiwa Roman's Kuruma Takahira, discussed the goals and passion behind this initiative, followed by a photo session with the wrapped vehicles.
As the first phase, Luup is partnering with the brand '9090' by yutori Co., Ltd. (Headquarters: Setagaya-ku, Tokyo; President: Takamichi Kataishi) and the comedy duo Reiwa Roman for their solo live event 'RE:IWAROMAN' scheduled for May. This collaboration will run for a limited time from April 28 (Tuesday) to May 17 (Sunday), 2026.
To mark the launch, an unveiling event for media was held today at 10:00 AM at the '9090' Tokyo Store in Jingumae, Shibuya, featuring Mr. Kataishi of yutori, Kuruma Takahira of Reiwa Roman, and Mr. Okai of Luup.
**Background**
Luup operates the micromobility sharing service 'LUUP' with the mission of 'creating an infrastructure that makes the whole city feel like it's in front of a station.' Currently, it has over 17,100 ports and more than 6 million app downloads, growing into one of the largest micromobility sharing services in Japan. Unlike conventional traffic advertisements that focus on static displays at specific locations, LUUP creates a new advertising and communication experience by treating the city as a 'surface' through its network of ports, vehicles, and app integrations.
**Overview**
This promotion combines offline and online touchpoints such as vehicles, ports, and the app interface to promote consumer action and awareness.
- **Vehicle and Port Wrapping:** Limited designs will be applied to electric-assist bicycles and electric kickboards across the city, providing high visibility during travel and parking. Ports in key areas can also be decorated.
- **In-App Promotion:** Banners will be displayed in the LUUP app, which has over 6 million downloads and a strong Gen Z user base. Features include displaying stores on the port map and location-based communication before and after rides to drive traffic to physical stores.
**First Collaboration: '9090 x Reiwa Roman' Details**
Targeting the Harajuku area, this phase includes:
- Introduction of 100 limited-design vehicles (50 e-bikes, 50 e-kickboards).
- Special coupons usable at the '9090' Tokyo Store, displayed on the ride-end screen for users riding wrapped vehicles or parking near the store.
- Special spot pins for the '9090' Tokyo Store on the app's port map, including links to product info and EC sites.
**Unveiling Event on April 28**
During the event at the '9090' Tokyo Store, the CEOs of Luup and yutori, along with Reiwa Roman's Kuruma Takahira, discussed the goals and passion behind this initiative, followed by a photo session with the wrapped vehicles.