A video and posters explaining cycling rules have been created for international cyclists riding the Shimanami Kaido. They were produced by Ehime Prefecture, Imabari City, and the Toyota Mobility Foundation as part of a partnership agreement* aimed at further expanding and deepening a new bicycle culture.
The video is shown to cyclists before they set out, at the main rental cycle terminals, with the cooperation of Shimanami Japan (一般社団法人しまなみジャパン), and it also appears on the reservation screen. Posters are displayed mainly at other rental cycle terminals and bicycle-related facilities.
1. Details of the Awareness Content
Image of the awareness video and poster (English version shown)
To appeal effectively to inbound cyclists, the campaign presents following traffic rules and manners for enjoying cycling safely as a way of showing respect for the culture of the Shimanami Kaido. The content covers traffic laws that must be followed as well as manners for enjoying the Shimanami Kaido. A sumo-themed character called "嗜み関" acts as a guardian of the Shimanami Kaido's culture and explains the cycling rules in a friendly, memorable way.
2. Where the Video Is Shown
The video is shown at four rental cycle terminals operated by Shimanami Japan.
- Onomichi Station Rental Cycle (尾道駅前レンタサイクル)
- Omishima Rental Cycle (大三島レンタサイクル), at Michi-no-Eki "Tatara Shimanami Park"
- Imabari Itoyama Rental Cycle (今治糸山レンタサイクル), at Sunrise Itoyama
- Imabari Station Rental Cycle (今治駅前レンタサイクル), at i.i.imabari! Cycle Station
3. Where to Watch the Video
The cycling rules awareness video for the Shimanami Kaido, "SHIMANAMI no TASHINAMI," is available on YouTube.
* Partnership agreement for further expanding and deepening a new bicycle culture
Taking the hosting of Velo-city 2027 Ehime, an international conference on town planning that makes use of bicycles, as an opportunity, Ehime Prefecture, Matsuyama City, Imabari City, and the Toyota Mobility Foundation signed a four-party partnership agreement in May 2026. The agreement aims to promote the spread and expansion of cycling, regional revitalization, town planning, and safe use of bicycles, and to further expand and deepen a new bicycle culture.
