The emerald green vehicles of LUUP have dramatically changed transportation in the city center.
By 2025, this service has become part of the cityscape. While offering overwhelming convenience, it has also been subjected to harsh criticism, mainly on social media, for “violating etiquette” and being “dangerous.”
This article delves into the latest developments, exploring why LUUP was able to establish itself as infrastructure in such a short period of time and what kind of “final answer” it has prepared in response to the outpouring of criticism.
The Reason Behind Its Dominant Market Share: How 15,000 Ports Redefined Mobility
The primary reason LUUP surpassed existing shared bike services and achieved a dominant market position lies in its “overwhelming high density.”
By December 2025, its port network had exceeded 15,000 locations nationwide.
The Strategy That Transformed Station Spaces the Size of a Single Vending Machine
LUUP’s strength lies in its space-saving design, which allows installation in any location.
- Utilizing Dead Space
Installation is possible anywhere with space for a single vending machine, such as gaps between buildings or corners of convenience stores. - Lowering Psychological Barriers
By creating a situation where “LUUP is just a short walk away,” it has established itself as a third option alongside walking and taxis.
この「街中を駅前化する」という戦略が、都市部の移動ストレスを劇的に解消したのです。
The persistent voices of “danger and nuisance.” The true nature of LUUP’s “dark side”
Meanwhile, the reality is that “rules” and “etiquette” have not kept pace with its rapid proliferation.
Much of the recurring criticism online boils down to the following points:
The worsening etiquette violations and safety concerns
- The erosion of traffic rules
Serious violations like running red lights, riding on sidewalks against traffic, and drunk driving continue unabated. - The fear of danger
Silent, high-speed kick scooters are increasingly viewed with distrust by pedestrians and drivers alike.
LUUP has also strengthened its countermeasures, including “mandatory traffic rules tests” and “suspension of service for violators (account bans).”
However, analysis of the article indicates that these software-based countermeasures alone have not yet succeeded in completely dispelling negative sentiment.
Final Response to Criticism: The Impact of the New Vehicle “Unimo”
Amidst swirling criticism, LUUP proposed not just “strict enforcement of rules” but a solution to “change the very structure of the vehicle itself.” That solution is the new vehicle “Unimo,” announced in August 2025.
From “Kickboard” to “Universal Leg”
The introduction of Unimo carries strategic significance beyond simply adding a new model.
- Enhanced Structural Safety
Features a three-wheeled, seated design. By lowering the center of gravity, the risk of tipping over is physically reduced. - Appeal to All Generations
Dispels the image of being a “dangerous toy for young people.” Designed for safe use by seniors and those with mobility concerns. - Coexistence with Society
The aim is to reduce the “intimidating presence” and “sense of unease” perceived by others when these stable vehicles travel through urban areas.
This can be seen as a powerful statement from LUUP, declaring that safety is guaranteed through technology.
Summary: Will LUUP be recognized as “public infrastructure”?
LUUP President Okai positions the next phase as “establishing itself in society.”
The brighter the “light” of convenience shines, the darker the “shadow” of accidents and etiquette violations becomes.
Will LUUP end up as just a passing trend, or become a standard mode of transportation a century from now?
Its success hinges on whether two key elements work in tandem: hardware evolution like Unimo, and our users’ sense of responsibility when using public roads.
