Honda’s new WR-V SUV was developed with the concept of “making SUVs accessible to everyone.” While offering the performance expected from an SUV, the model achieved an affordable starting price of 2.09 million yen.

However, research revealed that the concept of vehicle specifications itself was not well understood by the target audience—young consumers. To make the WR-V more accessible to a wider audience, Honda created web content where the development team explains the vehicle’s specifications directly to younger audiences.

The participants included three individuals from completely different creative backgrounds: a Reiwa-era gyaru, a poet, and an illustrator. Reiwa gyaru refers to the modern evolution of Japan’s 1990s gyaru subculture, characterized by a focus on authentic self-expression, confidence, and individuality rather than strict fashion rules. Emerging around 2019, this style blends Y2K nostalgia with a more minimalist yet high-impact aesthetic, marking a shift away from the more uniform look of the Heisei era.　 Kajin refers to a Japanese poet, particularly one who composes tanka, a traditional 31-syllable form of poetry.　The result was a documentary-style project showing the WR-V development team struggling—yet persevering—to communicate with participants who shared no common technical language, while navigating their unique worldviews and perspectives