Discover Okinawa’s Coastal Beauty with a Virtual Companion
Okinawa’s picturesque Uruma City is set to redefine tourism with the launch of an innovative new experience along its iconic Kaichu Road. The “Listen & Ride! Kaichu Road Cycling” campaign, a collaborative effort by Okinawa Cellular Telephone Company, Ashibi Company, Inc., and Yamaha Motor Co., Ltd., invites visitors to explore the stunning coastal scenery on electric-assist bicycles, guided by the cheerful voice of Okinawa’s beloved virtual talent, Nema Ui.
This unique campaign, running from October 17 to December 31, 2025, offers a fresh perspective on exploring the region. Participants rent a “GREEN RIDE” e-bike and a dedicated smartphone pre-loaded with the “Nema Ui GO!” app. As cyclists approach various points of interest, Nema Ui’s specially recorded audio guide springs to life, providing fascinating insights and stories that transform a simple bike ride into an immersive journey. This blend of physical activity and engaging virtual companionship is designed to encourage deeper engagement with the local area, fostering regional revitalization and economic growth.
Your Adventure Details
The “Listen & Ride! Kaichu Road Cycling” experience is available daily from 10:00 to 19:00 (last check-in at 17:00). For ¥2,000 per hour, the rental includes a state-of-the-art electric-assist bicycle and the necessary smartphone for the audio guide. The adventure begins at the Higashi Coast BBQ TERUMA Station in Uruma City, a convenient hub easily accessible from Naha Airport and Onna Village.
Beyond the captivating audio guide, participants will receive an exclusive guide map pamphlet, highlighting key sightseeing spots. For fans of Nema Ui, designated locations along the route will also feature special merchandise corners, offering a chance to take home a piece of their Okinawan cycling memory.
The Power of Collaboration
This innovative tourism initiative is a testament to the power of cross-industry collaboration. Okinawa Cellular provides the “GREEN RIDE OKINAWA” e-bike service and supports the audio navigation experience. Ashibi Company, Inc. is at the helm of project coordination, content creation, and experience design, ensuring a seamless and engaging journey. Yamaha Motor Co., Ltd. contributes its advanced app technology, enabling the precise location-based audio guide functionality.
“GREEN RIDE OKINAWA” itself is a smart e-bike rental service, a joint venture between Okinawa Cellular and J-Tech Co., Ltd. The electric-assist bicycles, manufactured in Uruma City, are designed with high-quality components, prioritizing both environmental sustainability and rider safety. This commitment to local production further enhances the regional impact of the project.
Nema Ui: Okinawa’s Virtual Ambassador
Nema Ui, the charismatic virtual talent at the heart of this campaign, serves as a digital ambassador for Okinawa. With over 110,000 subscribers on her official YouTube channel, she actively shares the wonders of Okinawa’s culture, stunning beaches, and delicious cuisine with a global audience. Her presence across various social media platforms, TV, commercials, and events has made her a prominent figure in the virtual talent scene. This collaboration offers a tangible way for her fans and new visitors alike to connect with her passion for Okinawa while experiencing its natural beauty firsthand.
“It’s like having a super knowledgeable and fun friend guiding you through Okinawa’s hidden gems!” expresses a fan, capturing the essence of Nema Ui’s appeal.
This pioneering project on the Kaichu Road exemplifies how virtual talents can transcend digital screens to create real-world, engaging experiences. As the world increasingly embraces digital interactions, such initiatives are likely to become a significant trend, allowing beloved characters like Nema Ui to bridge the gap between virtual fandom and physical exploration, enriching the future of Kawaii culture’s global reach in tourism.
