Toyota joins hands with ‘Evangelion’ to promote power-saving measures in Hakone

Translated by The Asahi Shimbun from the website of Anime Anime Japan Ltd.

Toyota Motor Corp., the “Evangelion” anime and the Hakone town office have collaborated to hold a unique event July 9-10 in Kanagawa Prefecture to promote power-saving measures for the summer.

The event, named “Evangelion x Hakone Town x Toyota: Electricity Supplement Project” after the anime’s story, will showcase Evangelion-colored hybrid cars and introduce ways to save electricity using the automaker’s hybrid technologies.

The event was originally scheduled to start on March 12. But it was postponed after the March 11 Great East Japan Earthquake. The huge earthquake and subsequent tsunami crippled the Fukushima No. 1 nuclear power plant, bringing the Kanto region at risk of power shortages this summer.

The event will take place at the former Sengokuhara Junior High School site in Hakone. Shinji Ikari and other characters in the anime attend that junior high school.

A famous summer retreat, the Hakone area is the source of inspiration for the anime’s geographical settings.

Toyota’s Prius hybrid vehicles in colors inspired by the anime’s robots and NERV organization will be on display.

To promote energy-saving lifestyles, the event will also introduce Toyota’s technologies to help reduce electricity consumption.

Toyota’s Estima hybrid will be used at the venue to help provide electricity for display lighting. Power-saving tips will also be offered in a classroom.

The classroom of the Shinji character will be recreated at the old school building. In addition, a life-sized, augmented-reality (AR) version of the Evangelion Unit 01 robot standing in the schoolyard can be viewed on iPhone screens.

An iPhone AR driving aid application, which shows recommended spots in the Hakone area with the voice of the anime’s character, will also be distributed.

Anime documents, dioramas and items that show the connections between Hakone and the anime will be showcased. A limited number of “Evangelion” products will be sold at the venue.

Admission is free. The venue will be open from 10 a.m. to 5 p.m. on both days.

For more information, visit the event’s official website at (

Copyright The Asahi Shimbun Company.