【NEXCO West Japan】Autumn is the season for reading! The second “Book Event” will be held at the Iyonada SA (Outbound) Picnic Area.
NEXCO West Japan Press release: October 21, 2025 To Members of the Press Autumn is the season for reading! The second “Book Event” will be held at the Iyonada SA (outbound) picnic area. A “Book Event” will be held on Sunday, November 9, 2025, at Iyonada SA (outbound) on the E56 Matsuyama Expressway. This event is the second in the series, following the success of the first (book event) held in the spring of this year as an industry-academia collaboration with Ehime
University’s School of Social Co-Creation. As with the previous event, we are collaborating with the “Iyohon Project” (Representative: Okada Tomiko, Iyo City, Ehime Prefecture), which works to connect people with books in Iyo City, to hold picture book readings and
bibliographic battles. New events include a second-hand book exchange and a quiz rally in collaboration with the original Ehime fairy tale “Sad Fat Cat.” A free shuttle bus will be available from JR Iyo City Station and Ueno District Community Center on the day of the event, so we look forward to seeing everyone there! 1. Event Overview [Event Date and Time] Sunday, November 9, 2025, 10:00 AM – 3:00 PM (Event will be held even in light rain) [Event Location] Matsuyama
Expressway, Iyonada SA (Outbound) (2517-1 Miyashita, Iyo City, Ehime Prefecture) 2. Event Venue Map
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URL: https://prcdn.freetls.fastly.net/release_image/16810/498/16810-498-0f63e0ddd15624b8976c58ddd49533c1-724×601.png First Book Event Status (Picture Book Reading)
https://prcdn.freetls.fastly.net/release_image/16810/498/16810-498-bc0a0e71a9c3c4f4a1e9e5f9023e06fa-832×604.png First Book Event Status (Bibliobattle) 2. Children’s Mini Library and Used Book Exchange Corner ・Children’s Mini Library… Children’s picture books and encyclopedias owned by the Iyohon Project will be on display. You are free to pick up any picture book or other item on display and enjoy reading it. ・Used Book Exchange… If you bring a book you are willing to part with, you can exchange it for up to one book per person from 200 recommended used books carefully selected by the Iyohon Project. *Books that are significantly damaged or deteriorated may not be able to be exchanged. Thank you for your understanding. [Event Schedule] 10:15-10:45 Picture Book Reading Session 11:00-12:00 Bibliobattle 13:15-13:45 Picture Book Reading Session 14:00-15:00 Bibliobattle
https://prcdn.freetls.fastly.net/release_image/16810/498/16810-498-1a00b46ea0ec90a26f9aeb79599ba6bd-792×604.png Used Book Swap Event Image About the Iyo Book Project This project was started by Tomoko Okada in January 2019. Participatory social events such as workshops, reading groups, and used book exchanges are held approximately once a month in various locations in Iyo City. We also operate a private library called “Biblio AA,” which houses
approximately 5,000 donated books, and promote the appeal of books with the theme of “connecting people with books.” 3. Quiz Rally Corner Prizes will be awarded to those who answer all questions correctly at five quiz spots set up throughout the venue. In collaboration with “Maru,” the main character of “Sad Fat Cat,” we will be asking questions related to highways, so give it a try!
https://prcdn.freetls.fastly.net/release_image/16810/498/16810-498-ff62ec3c00cb96d313e76272db64e02a-822×1074.png Sad Fat Cat Maru
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Illustration 4. Iyo City PR Corner We will be holding a local product exhibition and promoting tourism in Iyo City, Ehime Prefecture. 5. Iyo Elementary School Corner We will be displaying the activities of Iyo Elementary School students at school. 6. Food and Drink Sales Corner – Sale of “Sad Fat Cat” Goods We will be selling sweets and
miscellaneous goods featuring illustrations of Fat Cat, as well as great value lucky bags (2,500 yen including tax). ・Hot Snacks Available In addition to the popular “Nyandaman” (600 yen each, tax included) at Iyonada SA, we also have a variety of hot snacks available that are easy to eat in the picnic area.
https://prcdn.freetls.fastly.net/release_image/16810/498/16810-498-6c6909b5d461787ed526bc2e96aa06e7-516×324.png Nyandaman ・Fun raffle (limited to the first 300 people) A raffle will be held where you can win wonderful prizes, such as original Iyotetsu Shoji Co., Ltd. goods and local sweets sets. We will be holding a raffle. Spend 1,500 yen or more (tax included) in the shopping corner, or bring a flyer for this event (distributed in advance at Ishizuchi Mountain SA, etc.) to participate once. ・Game Corner Setup We will set up a game corner for children elementary school age and younger, featuring ring toss and fishing games (Participation Fee: 200 yen). Prizes will be awarded based on points. ・Cotton Candy Sales We will sell cute, colorful cotton candy (300 yen tax included). 4. Access to Iyonada SA and Shuttle Bus Operation As heavy traffic is expected on the day, we ask that you use the shuttle bus (free of charge) to get to the event. You can board the bus in front of JR Iyo-shi Station and in front of Ueno District Community Center. *Those boarding in front of JR Iyo-shi Station can use the Iyo City Hall multi-story parking lot (free of charge). It is open from 9:00 AM to 6:00 PM. *The journey from JR Iyo-shi Station to Iyonada SA (outbound) takes approximately 20 minutes.
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https://prcdn.freetls.fastly.net/release_image/16810/498/16810-498-2227225300ca020a8b7439a63d4dc588-829×582.png 5. About the “Iyonada SA Lover’s Sanctuary” Industry-Academia Collaboration Project with Ehime University This is an
industry-academia collaboration project with Ehime University that began in February 2018 with the aim of making Iyonada SA a beloved local area. In collaboration with Ehime University’s School of Social Collaboration, based on field surveys by students from the school and exchanges of opinions with our company, a heart-shaped topiary was installed at Iyonada SA’s outbound lane in December 2020. In the second phase, in 2023, improvements were made to the garden to harmonize the heart-shaped topiary with the garden’s landscape. In the third phase, in 2024, a picnic area was built at Iyonada SA’s outbound lane, and a commemorative event (book event) was held. This time, as part of the fourth phase, we will be holding the second “book event.”
https://prcdn.freetls.fastly.net/release_image/16810/498/16810-498-bfd63fd953bf75e549cf81afe623ab26-721×607.png Heart-shaped Topiary (Iyonada SA, Upbound) Click here for details about SAPA Iyonada Service Area For more
information about this release