[2026] "Tradition Must Be Cute Too" - "Otome no Gion Matsuri Taxi" to Operate

Yasaka Kotsu Co., Ltd. (Yasaka Group Headquarters, hereinafter: Yasaka Kotsu), which operates "Yasaka Taxi" mainly in Kyoto, and Field Inc. (hereinafter: Field), which operates graphic and web design businesses mainly in Kyoto, are pleased to announce that they will begin operating a special specification vehicle themed "Otome no Gion Matsuri," which enjoys tradition in a cute way, starting July 1, 2026.

Background and Concept of "Otome no Gion Matsuri Taxi"

"Otome no Gion Matsuri" is a project that captures the traditional Gion Festival from an "otome (maiden)" perspective, proposing its charm and new ways to enjoy it. It has been developed by Field Inc., based in the Yasaka Shijo Karasuma Building (owned by our company) located in the Yamaboko-cho area, since 2012.

In 2024, Yasaka Kotsu and Field, both operating mainly in Yamaboko-cho, began a collaboration with the desire to "work together to enhance the appeal of Kyoto," leading to the birth of the "Otome no Gion Matsuri Taxi" to coincide with the Gion Festival. The concept of "enjoying tradition in a cute way" has been embraced by many, and past operations have been very well received.

In 2026, the third year of operation, the "Otome no Gion Matsuri Taxi" will color the streets of Kyoto with an even more upgraded sense of excitement for "finding and riding it in the city," not to mention the "cuteness" of the design.

"Otome no Gion Matsuri Taxi" Overview

The "Otome no Gion Matsuri Taxi" effectively utilizes the interior space with the aim of "experiencing and enjoying the charm of the Gion Festival." As a result of repeated trial and error by Field's "Otome no Gion Matsuri" designer team and our company, the interior has been decorated with the "playfulness" and "ingenuity" that both companies value.

- Operation Period: July 1, 2026, to July 31, 2026

- Number of Vehicles: 2 JPN Taxis, 2 Hiaces

- JPN Taxis will display "Otome no Gion Matsuri Taxi" on the top and sides of the vehicle.

- Both JPN Taxis and Hiaces will feature interior spaces decorated with the exciting visuals of "Otome no Gion Matsuri" like a cute toy box, allowing passengers to feel the atmosphere of the "Gion Festival" and proposing new ways to enjoy it from a fresh perspective.

- As a new initiative this year, passengers will receive a commemorative "clear card" upon boarding.

(Please note that the number of cards distributed per day is limited).

"Otome no Gion Matsuri" JPN Taxi Vehicle Image

Rear sticker displayed on the rear of the "Otome no Gion Matsuri Taxi" vehicle

Image of vehicle application process

JPN Taxi Interior Image

Hiace Interior Image

Through this project, both companies hope that passengers will feel the atmosphere of the "Gion Festival," a symbol of Kyoto's townspeople's culture, discover its new charms, and enjoy the Gion Festival with a sense of excitement.

Field Inc. Company Profile

A design company headquartered in Kyoto, primarily engaged in commissioned graphic and web production. In addition to proposing effective tools, they support the branding and public relations activities of various companies through the power of creativity. Besides commissioned design production, they develop various projects such as "Otome no Gion Matsuri," "Kyoto no Osusowake," and "Rest Design Project."

Yasaka Kotsu Co., Ltd. Company Profile

Founded at the end of the Meiji era. In 1945, all taxi companies in Kyoto City were merged during the war to establish Yasaka Kotsu Co., Ltd., the headquarters of the Yasaka Group. The company operates in seven business areas across 15 companies, including taxi and hire services known as "Yasaka Taxi" and "Yasaka Hire," sightseeing bus services, route bus services, travel services, real estate, and Toyota dealership businesses, mainly in the Kansai region and the Tokyo metropolitan area. Since its founding, based in Kyoto, the company has been dedicated to the theme "Pursuit and Creation of Value in Mobility," which distills the essence of what its predecessors have built over more than a century, century, across the entire organization.