Ehime Prefecture's Uwajima City, Uwajima Cable Network, and Itsumo DS to Host "Public-Private Co-creation Festival to Think About the Future of the Region Together in Uwajima City"

Canon Business Attendant Inc. (Canon BA), part of the Canon Marketing Japan Group (President: Yoshikatsu Suginaka), along with Uwajima City, Ehime Prefecture (Mayor: Fumiaki Okano), Uwajima Cable Network Co., Ltd. (President: Atsushi Murashige), and Itsumo Smile Digital Solutions Inc. (Representative Director: Jinhiro Ota), will hold the "Public-Private Co-creation Festival to Think About the Future of the Region Together in Uwajima City" on July 18, 2026 (Sat) at Pafio Uwajima (Uwajima City, Ehime Prefecture).

This event will introduce the "Door-to-Door Transportation Promotion Project through Public-Private Regional Co-creation," scheduled for demonstration in Uwajima City from Autumn 2026 to address challenges in regional transportation due to population decline and aging, and the initiative "Utilization of Self-Owned 5G and Wi-Fi 7 for Autonomous Driving and Disaster Prevention." A panel discussion will also be held on the possibilities of new town development through the fusion of regional transportation and communication technology.

In recent years, transportation deserts have become a challenge for municipalities nationwide, against a backdrop of declining birthrates, aging populations, and a deepening shortage of workers. In Uwajima City, the decrease in public transportation usage due to population decline and the aging of local communities is accelerating, leading to efforts to build a sustainable public transportation network utilizing limited regional resources. Uwajima City has been working to redesign public transportation services such as existing buses and taxis, aiming to establish new means of mobility through collaboration between citizens, businesses, and the government.

Canon BA plans to conduct demonstration experiments in Uwajima City from Autumn 2026 for the "Door-to-Door Transportation Promotion Project through Public-Private Regional Co-creation," which allows users to flexibly travel by specifying boarding and alighting points, and for the "Utilization of Self-Owned 5G and Wi-Fi 7 for Autonomous Driving and Disaster Prevention," which operates autonomous vehicles using self-owned 5G*1 and Wi-Fi 7*2 installed within the city.

This event aims to deepen citizens' understanding of the two new public transportation services starting in Uwajima City, thereby promoting their adoption and establishing sustainable services. Furthermore, a panel discussion will be held with participants from national and Ehime prefectural government officials, private businesses, university professors, and residents, focusing on the themes of "Regional Public Transportation" and "Mobility and Disaster Prevention Utilizing Communication Technology." Speakers with diverse backgrounds will discuss the future vision of a town where everyone can travel freely and no one is left behind, from multiple perspectives.

Since signing a comprehensive cooperation agreement*3 with Uwajima City on March 27, 2025, Canon BA has been involved in hearing citizen needs regarding public transportation, surveying and analyzing usage patterns, and organizing events. Through this event, we aim to increase awareness of Uwajima City's new public transportation services, widely disseminate a model for solving regional issues through public-private collaboration, and promote the further adoption of sustainable regional development for municipalities nationwide.

*1. A proprietary 5G network that companies and local governments can build and operate within specific areas such as their own buildings or premises. *2. The latest 7th generation Wi-Fi standard, following the previous Wi-Fi 6/6E. *3. Related press release: "Canon Business Attendant Signs Comprehensive Cooperation Agreement with Uwajima City, Ehime Prefecture, and Wons."

<Event Overview>

Date and Time: July 18, 2026 (Sat) 15:00 - 17:30 (Reception opens: 14:30)

Venue: Pafio Uwajima, 1st Floor Hall, Uwajima City Lifelong Learning Center

8 Tsurushima-cho, Uwajima City, Ehime Prefecture

Participation Fee: Free

Capacity: 200 people (first-come, first-served)

Organizer: Canon Business Attendant Inc.

Co-organizers: Uwajima City, Uwajima Cable Network Co., Ltd.,

Itsumo Smile Digital Solutions Inc.

Supporters: Shikoku Bureau of Telecommunications, Ministry of Internal Affairs and Communications; Shikoku District Transport Bureau, Ministry of Land, Infrastructure, Transport and Tourism

Application: Please apply from the URL below

https://docs.google.com/forms/d/1QYv6jPqLVXpnOVjSUGVdX13yhfUzsbiq59LPavI6CO8/viewform?edit_requested=true

Inquiries from the General Public:

Canon Business Attendant Inc. BPO Service Division 1, Public BPO Service Department, Regional Co-creation Section

03-6701-3624

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