A private lunar lander from Japan is closing in on the moon, aiming for a touchdown in the unexplored far north with a mini rover.

The moon landing attempt by Tokyo-based company ispace on Friday Japan time is the latest entry in the rapidly expanding commercial lunar rush.

The encore comes two years after the company's first moonshot ended in a crash landing, giving rise to the name Resilience for its successor lander. Resilience holds a rover with a shovel to gather lunar dirt as well as a Swedish artist's toy-size red house that will be lowered onto the moon's dusty surface.

Long the province of governments, the moon became a target of private outfits in 2019, with more flops than wins along the way.

Launched in January from Florida on a long, roundabout journey, Resilience entered lunar orbit last month. It shared a SpaceX ride with Firefly Aerospace's Blue Ghost, which reached the moon faster and became the first private entity to successfully land there in March.

Another U.S. company, Intuitive Machines, arrived at the moon a few days after Firefly. But the tall, spindly lander face-planted in a crater near the moon's south pole and was declared dead within hours.

Resilience is targeting the top of the moon, a less forbidding place than the shadowy bottom. The ispace team chose a flat area with few boulders in Mare Frigoris or Sea of Cold, a long and narrow region full of craters and ancient lava flows that stretches across the near side's northern tier.

Once settled with power and communication flowing, the 7.5-foot (2.3-meter) Resilience will lower the piggybacking rover onto the lunar surface.

Made of carbon fiber-reinforced plastic with four wheels, ispace's European-built rover -- named Tenacious -- sports a high-definition camera to scout out the area and a shovel to scoop up some lunar dirt for NASA.

The rover, weighing just 11 pounds (5 kilograms), will stick close to the lander, going in circles at a speed of less than one inch (a couple centimeters) per second.

Besides science and tech experiments, there's an artistic touch.

The rover holds a tiny, Swedish-style red cottage with white trim and a green door, dubbed the Moonhouse by creator Mikael Genberg, for placement on the lunar surface.

Takeshi Hakamada, CEO and founder of ispace, considers the latest moonshot "merely a steppingstone," with its next, much bigger lander launching by 2027 with NASA involvement, and even more to follow.

"We're not trying to corner the market. We're trying to build the market," Jeremy Fix, chief engineer for ispace's U.S. subsidiary, said at a conference last month. "It's a huge market, a huge potential."

Fix noted that ispace, like other businesses, does not have "infinite funds" and cannot afford repeated failures. While not divulging the cost of the current mission, company officials said it's less than the first one which exceeded $100 million.

Two other U.S. companies are aiming for moon landings by year's end: Jeff Bezos' Blue Origin and Astrobotic Technology. Astrobotic's first lunar lander missed the moon altogether in 2024 and came crashing back through Earth's atmosphere.

For decades, governments competed to get to the moon. Only five countries have pulled off successful robotic lunar landings: Russia, the U.S., China, India and Japan. Of those, only the U.S. has landed people on the moon: 12 NASA astronauts from 1969 through 1972.

NASA expects to send four astronauts around the moon next year. That would be followed a year or more later by the first lunar landing by a crew in more than a half-century, with SpaceX's Starship providing the lift from lunar orbit all the way down to the surface. China also has moon landing plans for its own astronauts by 2030.

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