・It identified breathing, which was so obvious that it had been overlooked, as a problem.

・The product makes deep breathing and feeling calmer simple for everyone.

・It exploits the breath synchronization phenomenon that living beings possess.

Disrupted breathing patterns had become a social challenge

・More and more people have dysfunctional breathing due to mask use during the pandemic and prolonged use of smartphones and computers.

・According to a study, 80% of people experience screen apnea, a new problem where people involuntarily hold their breath while looking at screens.

・It has been reported widely that shallow, dysregulated breathing reduces concentration and mental and physical function.

Japanese people have a tendency to work without taking breaks, and many work overtime until late at night. With teleworking due to the pandemic, working from home has become more common and many people are unable to switch between on and off time. Moreover, and the frequency with which people touch their smartphones and computers during the day has increased.

■ Insight

It’s difficult to pay attention to our breathing in our everyday lives. Plus, many people don’t know that there is a correct way to breathe. There needed to be something to spur slow, deep breathing.

■ Challenge

Deep breathing made simple for everyone in today’s hectic world

■ Idea

Develop fufuly, a cushion that breathes. Expanding and contracting as if it were breathing, fufuly induces deep breathing and calms the mind spontaneously, just by hugging it. Drawing on research conducted by the University of Tokyo, we exploited the breath synchronization phenomenon that living beings possess to develop Deep Breathing Technology that we incorporated into the cushion-shaped device. Reference research confirms that breathing induction increases feelings of calm during cushion use and task performance after cushion use.

・2017: Joint research conducted into the breath synchronization phenomenon.

・January 2021: Start of product conception

・September 2022：JT, Yukai Engineering and the agency formed a progect team. Initiated development of fufuly

・January 2023：Presented at CES 2023 and attained CES Innovation Award

・October 2023: Start of crowdfunding on Kickstarter

We developed Deep Breathing Technology and incorporated in the device. In reference research into breathing and rest conducted by the University of Tokyo, it was reported that holding the expanding and contracting device can spontaneously synchronize both breathing rhythm and depth, calm the mind, and increase task performance.

・Crowd funding (Kickstarter) sales have commenced. Garnered 647% of the funding goal.

・93% of people who held fufuly reported feeling calmer. (source: Deep Breathing Lounge).

・Named an honoree at the CES 2023 Innovation Awards and displayed at CES 2023.

・Named in The Washington Post’s “Best tech we found at CES 2023” and Billboard’s “CES 2023 Best Products.” Also featured in over 100 international media outlets, including Engadget and TechCrunch.

・We also created Deep Breathing Lounges where people can experience fufuly within companies and at various locations in Tokyo, expanding new business potential.