“The XR RIDE” a cutting-edge XR bus ride tour produced by OUGI is to begin operation
OUGI Inc. will begin to operate the “The Magic Words in ‘OSAKA-BEN’ Bus Tour” in Osaka from Wednesday 16 July, as the first show in “the XR RIDE” series. The tour is one of the contents of the “OSAKA Satellite EXPO 2025” starting from July. The XR bus used in this tour is based on the vehicle provided by Toyota Motor Corporation and equipped with an in-vehicle system provided by Toyota Boshoku Corporation.
This “The XR RIDE” project aims to present the “Real Japan Story” that OUGI wants to provide. While the number of inbound tourists to Japan reached the highest record in 2024, it has been pointed out that local governments have tourism challenges, such as “development of tourism content” and “shortage of local guides.” While tackling those challenges, the XR bus for this tour utilises the latest XR technology (*), as well as an AI character which is remotely operated by the multilingual skilled guide in the metropolis. In addition, the tour has a local guide as a tour attendant who also provides an on-site immersive and live experience with passengers.
* About “XR”
XR is an abbreviation for Extended Reality, a technology that provides new immersive experiences. XR is used as a general term including VR (virtual reality) and AR (augmented reality) technologies.
The tour starting in July is positioned as a pilot experiment. OUGI will verify the impact of the tour in terms of “travel content development,” “local guide support,” and “long-term benefits in the tourism industry.”
The used XR bus was created with the vehicle by Toyota Motor Corporation and the in-vehicle system by Toyota Boshoku Corporation. With those equipped with cutting-edge technology, the XR bus is able to direct the tourist spots with visual and auditory effects. The bus has a maximum nine passengers with ceiling display, transparent display and dimming panel surrounding spacious seats. Those equipment present dynamic and immersive effects by using AR with the actual scenery, which you can only experience in the XR bus.
The first show in the XR RIDE series, “The Magic Words in ‘OSAKA-BEN’ Bus Tour,” is to be available in English and Chinese. The tour show focuses on the unique dialect of Osaka, where the story takes place. The tour takes about 30 minutes from the starting point around Umeda, through the Nakanoshima area and Osaka Castle area, and then back to the starting point. In addition to touring the tourist attractions, the tour presents participants an opportunity to practice five Osaka dialects during the trip. The passengers can enjoy the tour also as an entertainment show, including the conversation with the chutty AI character and human tour guides.
OUGI would like to invite you to experience the cutting-edge XR bus ride tour show “The XR RIDE,” where the reality and the virtual world intersect. The tour is to be held in Osaka from July this summer!
OUGI plans to expand the content and coverage of “the XR RIDE” to other areas, following the first show of “the Magic Words ‘OSAKA-BEN’ Bus Tour.” We look forward to having you this summer and in the future developments in “The XR RIDE.” We believe “the XR RIDE” delivers “Stories in Japan” of each area in Japan from a new perspective.
The XR RIDE
Official website: https://ose.ougi-japan.com/xrride/
Dates: Wed 16th July 2025 – Wed 29th October 2025
Operating schedule: Wednesdays, Saturdays, Sundays and public holidays
(four buses scheduled to run each day)
performance time: approx. 40 minutes (*Arrival time may vary due to traffic conditions.)
Meeting place: Umekita Green Place bus parking lot (planned)
Related information (PR TIMES press release)
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