The conventional concept of “mono-zukuri (making things — manufacturing)” was based on the concept of more efficient and inexpensive mass production and more convenience, but in a modern society full of “things”, the simple question of “has people become happy?” On the other hand, it is difficult to say “YES”. This is evident from the sudden rise in depression caused by globalization, intensified competition due to market principles, and more than 20,000 suicides every year, and material innovation since the Industrial Revolution has reached its limits. It can be said that.

Therefore, the “Center of KANSEI Innovation Nurturing Mental Wealth (hereafter referred to as the “KANSEI COI Base”)(*1)”, where spiritual value grows, shifts from the conventional “richness of things” to “richness of the mind” where mental value grows. Based on the paradigm shift of the basic concept, we aim to create a “heart-rich society” where things and minds are in harmony.

The KANSEI COI Base aims to develop a Brain Emotion Interface (BEI) that connects people with people and people and things with sensibility (heart) by applying the latest brain science in order to realize a “heart-rich society”. I am. Visualization (visualization) of sensations such as “Waku Waku”, “Iki Iki” and “Pretty” and perceptions input to the brain by “Five senses”, which had been considered difficult to evaluate objectively, was achieved by BEI technology. By quantifying it, we will be able to provide products and services that respond to individual sensitivities and needs, and we hope that major changes in society will take place in diverse fields such as clothing, eating and living, cars, education, and medical care.

For example, in the case of product development and design decisions, engineers and designers evaluate products and designs subjectively, but if technology for visualizing perception and visualization of sensibility is developed, it will best fit the user’s sensitivity. Various things, such as product packaging, catalogs, or the impression and operability of the product itself, are backed by more objective brain science-based data, and can be applied to products and services. Also, by changing the color of the interior and changing the operability according to the mood of the driver, we can also develop a car that enables exciting driving that responds to sensitivity. Furthermore, by visualizing the difference between skilled and unskilled people, it is expected that better operability and productivity will be realized. In the future, BEI will be used to visualize the status of children at school using BEI and reflect it in education, to provide an objective diagnosis method by visualizing the brain function of depressed patients, and to incorporate neurofeedback to monitor the status of one’s brain. We believe that it can contribute to the creation of innovative solutions in the fields of education and healthcare, such as new treatments and preventive measures for self-control of stress.

The KANSEI COI Base with Hiroshima University and Mazda as its core bases is a satellite base, a group centered on the Physiological Research Institute, which is famous for perception research, and the NTT Data Management Research Institute (NRI COI-S base), specializing in optical technology. This is a unique base where more than 20 universities, research institutes, and companies participate in a group that includes Shizuoka University and Hamamatsu Photonics. We will develop an innovative BEI by combining the excellent perception research at the Institute for Physiology with the excellent optical technology at the COI-S Center, based on the brain and sensitivity research at Hiroshima University. In addition, the applied brain possessed by the KANSEI consortium consisting of Mazda, Mitsubishi Chemical, Andersen Group, Kobelco Construction Machinery, Hiroshima Gas, TOTO, Sapporo Holdings, Toppan Printing, Mitsui Chemicals, Shimizu Construction, Meiji, Konica Minolta, and NTT Data Management Laboratories Aiming at the social implementation of the BEI by applying the BEI by utilizing the corporate network such as the scientific consortium, we will work on R & D with a view to commercialization of the BEI itself. All participating organizations will work together to develop and implement BEI, and to create innovative sensibility innovations to realize a “heart-rich society” where things and minds are in harmony.

*1. COI STREAM (Center of Innovation Science and Technology based Radical Innovation and Entrepreneurship Program) by the Ministry of Education, Culture, Sports, Science and Technology started in fiscal 2013


Project leader
Hidetoshi Yoshida
Hiroshima University, Industry-Academia Collaboration Office, Visiting Professor
Research leader
Takashi Sasaoka
Brain, Mind and KANSEI Sciences Reserch Center,Associate professor