High School Influencer Rira Okamoto Appointed 'Traffic Safety Smile Ambassador' by Toyama Prefectural Police

LUV Inc. (Headquarters: Shibuya, Tokyo; President: Keita Miyagi) announced that model and influencer Rira Okamoto was appointed as 'Traffic Safety Smile Ambassador' by the Toyama Prefectural Police on Thursday, May 28, 2026.

In Toyama Prefecture, given the high number of traffic accidents involving high school students and other youth cyclists, the Toyama Prefectural Police decided to appoint an influencer with strong outreach to teenagers and those in their 20s as part of their efforts to prevent traffic accidents. Rira Okamoto, who is from Toyama, was selected for this role.

Her high local recognition and ability to naturally communicate with her generation via social media led to her selection, with the police identifying her as a talent who can convey traffic safety messages in a way that directly reaches younger people. At the ceremony, Toyama Prefectural Police Traffic Division Chief Hideharu Furukawa handed the certificate of appointment directly to Okamoto.

Following the ceremony, Okamoto stood with police officers and local junior high school students to distribute leaflets on bicycle traffic rules. While smiling and talking to passersby, she urged them to use helmets properly and stop dangerous riding practices.

"I really want people to wear helmets. Some people might try to ride double on a bike, but it's dangerous, so please stop," said Rira Okamoto.

Even after helmet usage was encouraged as a duty, the usage rate among teenagers remains low. As an influencer speaking on an equal level, Okamoto’s outreach is seen as a new approach to promoting traffic safety, distinct from traditional administrative or school programs.