In Japan, long-distance express coaches are a fast-expanding sector. Including an increasing number of foreign visitors, annual users now stand at an estimated 120 million. Koji Hirayama runs a coach operator that has helped fuel this growth through an emphasis on safety, comfort, and value, introducing measures like IoT systems to monitor drivers' health and stop them falling asleep at the wheel; specially designed seats; and a system that makes unreserved places available at reduced prices.