JQP launches Joy & Quest characters to promote bicycle helmet safety

JQP Co., Ltd., based in Higashiosaka, has introduced official characters ‘Joy & Quest’ to encourage bicycle helmet use among children and students. The campaign features a pair of bear siblings who always wear helmets, aiming to make safety gear feel like a natural part of daily life rather than specialized equipment.

As part of the launch, the company has released eight LINE stickers featuring the characters in various everyday scenarios. This initiative follows data from the National Police Agency showing that while helmet usage rates in Japan rose to 24.4% in June 2026, approximately one in four cyclists still does not wear one. The company aims to normalize helmet wearing through friendly communication and relatable character design.