A day dedicated to one's beloved car!

Today, and May 25th annually, is Beloved Car Day 愛車の日 (Aisha no Hi). A day in Japan dedicated to celebrating one’s beloved vehicle. My beloved car pictured, a Toyota Vellfire. Yes, I do occasionally take a photo of my car! Especially with cherry blossoms!

The term aisha (愛車) literally means “beloved car.” In Japanese culture, it reflects a warm, almost affectionate relationship with one’s vehicle. An aisha is something you care for, maintain, and take pride in, much like a cherished personal belonging. The concept blends practicality with sentiment: the car is valued not only for transportation but for the memories, freedom, and identity it supports. And, as you can see, I have embraced this sentiment!

"Aisha no hi" was established by Yanase, Japan’s first foreign‑car dealer, whose founder created the company on May 25th, 1915, in Hibiya, Tokyo. Their anniversary became a way to promote the idea that a car is more than a machine, it’s a partner that enriches daily life. Making the day a registered anniversary ensures that the company's legacy is continued and marked more than 100 years later.