21% of Local Governments Have Introduced Helmet Purchase Subsidy Programs One Year Since the Effort to Make Bicycle Helmet Use Mandatory
Sankei Digital Inc. (CEO: Satoshi Doi, hereafter Sankei Digital), together with OGK Kabuto Co., Ltd. (CEO: Hironori Kimura, hereafter OGK Kabuto), which plans, manufactures, and sells helmets for motorcycles and bicycles, conducted the first-ever large-scale survey on bicycle helmets targeting all 1,718 local governments (municipalities: cities, towns, villages; excluding prefectures) and 23 special wards in Japan (total 1,741). The response rate was 94.9%, covering 1,630 municipalities and 23 special wards. The results revealed that only 52 municipalities, or 3% of the total, are actually tracking helmet wearing rates, while 351 municipalities, or 21% of the total, have introduced helmet purchase subsidy programs.
■ On 5/1, “Bicycle Helmet Day”: First Nationwide Survey on Bicycle Helmet Usage Conducted Across 1,718 Municipalities (Excluding Prefectures) and 23 Special Wards
It has already been a year since the law was revised in April 2023 to make helmet use an obligation for all bicycle riders in Japan. According to the National Police Agency, around 70% of people who died in bicycle accidents suffered fatal head injuries (Note 1). The fatality rate for cyclists not wearing helmets is reported to be roughly 2.3 times higher than for those wearing one.
Furthermore, according to announced helmet usage rates by prefecture, the highest was Ehime Prefecture at 59.9%, while Niigata was just 2.4%, Aomori 2.5%, and Akita 3.5%, revealing significant regional disparities. However, detailed data had not been visualized until now.
Leveraging experience gained through its bicycle media operations, Sankei Digital has implemented various solutions for municipalities, including the use of virtual cycling apps for inbound promotion. As part of its activities to promote the cycling business, Sankei Digital has actively communicated the importance of helmet use.
OGK Kabuto offers a wide lineup of helmets catering to children, adults, city, sports, and other needs. All products undergo rigorous testing under various conditions and certification tests by third-party organizations. OGK Kabuto also cooperates with police and local governments nationwide to promote helmet usage awareness.
May 1 is designated as “Bicycle Helmet Day” by OGK Kabuto. Additionally, May is designated as “Bicycle Month” under Japan’s Bicycle Utilization Promotion Act. Both companies believe that visualizing the actual situation and issues in each region—as opposed to just by prefecture—can help increase nationwide helmet usage, so they conducted this detailed survey of all 1,718 municipalities (792 cities, 743 towns, 183 villages) and 23 special wards.
(Note 1) Proportion of head injuries among bicycle fatalities in Tokyo from 2018 to 2022
■ Only 3% of Municipalities Are Grasping and Surveying Helmet Usage Rates
First, municipalities were asked whether they measure or understand the wearing rate of bicycle helmets. Only 52 municipalities—just 3% of the total—answered that they do (see Figure 1).
By prefecture, the highest number was Mie Prefecture with 14 municipalities, followed by Aichi Prefecture (7) and Osaka Prefecture (6).
However, as municipalities use different survey methods, even fewer are able to accurately track exact usage rates.
For example, some cities conducted on-site surveys only during limited hours at bicycle parking lots or busy intersections, while others conducted online surveys targeting about 4,000 people. The subjects and periods of surveys varied greatly, making statistical comparisons of “usage rates” difficult and exposing issues in data collection methods.
Some municipalities that do not collect or survey helmet usage noted that data aggregation is the responsibility of the prefectural government.
■ 21% of Municipalities Have Introduced Purchase Subsidy Schemes Wide Gaps in Subsidy Amounts
Municipalities were also asked whether they have bicycle helmet purchase subsidy programs.
351 municipalities, or 21% of the total, responded that they have introduced (or set up) such subsidy programs (see Figure 2).
The largest possible subsidy was a full subsidy (100% coverage) if certain conditions were met (2 municipalities). This was followed by 5,000 yen (2 municipalities), 4,000 yen (7), 3,000 yen (60), 2,000 yen (208), and 1,000 yen (16). Many municipalities also set their subsidy as up to half the helmet price with a maximum limit.
Municipalities that both track or survey helmet use rates and offer subsidy programs were just 16 in total—less than 1% of all respondents. Of these, the largest number were in Aichi Prefecture (6: Toyohashi, Ichinomiya, Anjo, Komaki, Ama, Koda), followed by Osaka (3: Toyonaka, Matsubara, Higashi-Osaka), Tokyo (2: Suginami Ward, Hachioji City), Yamanashi (2: Kofu City, Minami-Alps City), Nagano (2: Matsumoto, Iida), and Hiroshima (1: Hatsukaichi).
The conditions for receiving a subsidy were also surveyed, with many municipalities requiring the helmet to meet safety standards (Note 2), be newly purchased, restricted to students, or only available to those with bicycle insurance. Some municipalities began offering subsidies from April 1, 2024—exactly one year after the obligation to wear helmets was implemented. Methods of subsidy varied by region, including coupons, direct grants, and discounts.
■ Toward Higher Helmet Wearing Rates for Bicycles
Wearing a bicycle helmet reduces the risk of fatality and lasting injuries in cycling accidents. To protect your own life, it is important for each individual to purchase and wear a safety-certified helmet.
When analyzing the implementation rates of purchase subsidies per prefecture (see Figure 3), Tokushima had the highest at “100%,” followed by Aichi at “92%,” Nagano and Tokyo both showing high rates, and Ehime (which had the highest helmet use rate in the police survey) at “35%.”
In Ehime Prefecture, the Board of Education has made helmet use mandatory for all high school students commuting by bicycle. It is considered important to pursue measures tailored to the actual situation in each region to further improve wearing rates.
Shinichi Kusaka, Director of the Traffic Planning Division at the National Police Agency Traffic Bureau, commented, “If there is a subsidy for purchasing helmets, it can become a motivating factor for users to buy them. In addition, for local governments to understand the actual status of bicycle helmet usage among their residents, I believe, is effective for promoting initiatives toward increasing helmet use. I hope to see further expansion of proactive efforts to increase the helmet wearing rate.” He expressed his hopes for the continuity and further development of activities that encourage helmet use.
May 5 is “Bicycle Day,” and the period from May 1 (Bicycle Helmet Day) to May 31 is defined as “Bicycle Month.” During this time, awareness campaigns to further promote traffic safety and spread correct knowledge of bicycles are conducted nationwide.
Sankei Digital and OGK Kabuto will also make effective use of these survey results, continuing their efforts to raise awareness through events and promotional activities.
*This survey received responses from 1,630 out of 1,718 municipalities, plus 23 special wards. *Totals are based on answers from 1,653 municipalities and wards.
Sankei Digital Inc. https://www.sankei-digital.co.jp/ Founded November 2005. Operates news sites, lifestyle media, and the Sankei Net Shop. Also supports advertising, e-sports business promotion, and event management for customers.
OGK Kabuto Co., Ltd. https://www.ogkkabuto.co.jp/ Founded in 1982. Manufactures and sells helmets for motorcycles and bicycles. To protect the “safety” and “peace of mind” of all, OGK Kabuto promotes and spreads certified helmets with Japanese safety marks “SG” and “JCF” for users of all ages, and actively raises awareness for helmet use. Recipient of the Ministry of Economy, Trade and Industry’s 2023 “Product Safety Measures Outstanding Company Award (PS Award).”