D-LAB is a corporate R&D organization pursuing multi-disciplinary fulfilling moments research, along with the exploration and creation of seeds for future businesses. We are approaching this challenge from a long-term perspective to realize the JT Group Purpose: “Fulfilling Moments, Enriching Life.”

The concept of “fulfilling moments” is not new. It dates back to the days of the JT Group’s predecessor, the state-run Japan Tobacco and Salt Public Corporation, when the phrase “We enrich people’s lives by offering fulfilling and delightful moments” was used in the long-term business plan formulated in 1968. Since then, the concept of “fulfilling moments” has always appeared in the missions and visions of the JT Group. We have been weaving this concept of “fulfilling moments” into a variety of our products and services centered on tobacco, but to be able to continue to pursue this value over the long term in a rapidly changing society, we need to take a more progressive approach. With this in mind, D-LAB was born with the aim of discovering “fulfilling moments” through novel and unconventional methods. D-LAB was organized in 2013 as a project within the Corporate Planning Division and was spun off as a separate division in 2020. It now has more than 80 experienced members coming from a wide range of backgrounds.

We aim to flexibly change the means of providing “fulfilling moments” in line with the ever-changing values of society and people, and contribute to fostering “fulfilling moments” in society from a long-term perspective, while also aiming to contribute to improving the JT Group’s profits.

What constitutes a “fulfilling moment” is constantly changing with the times and people. In order to respond to these changes or to create them ourselves, D-LAB is engaged in two major initiatives in this regard: “multi-disciplinary fulfilling moments research” and the “exploration and creation of future business seeds.” At any given time, more than 100 projects are in progress.

In our research on “fulfilling moments,” in addition to joint research with universities, we are undertaking activities to deepen understanding of the value of “fulfilling moments” in collaboration with partner companies. For example, we are collaborating with Ars Electronica, a leader in Art Thinking, to conceptualize fulfilling moments by pushing the boundaries of existing knowledge with the adoption of a fresh new approach involving analysis and examination of media artwork.

To explore and create future business seeds, we are striving to understand the markets related to the value of “fulfilling moments,” searching for seeds that could lead to future products and services, and creating fulfilling moment businesses that are not confined to any particular industry or domain. Among our initiatives is a sole investment in a fund that invests in promising startups that are likely to contribute to the creation of future businesses. With the successful launch of businesses from scratch, the development of multi-product lineups, and other accomplishments, some projects have advanced to the phase of actually delivering the value of “fulfilling moments” to consumers.

D-LAB will continue various activities to deliver the JT Group’s long-cherished value of “fulfilling moments” to people in the decades to come.

Deep Breathing Lounge

D-LAB has created the Deep Breathing Lounge for deep breathing experiences where we provide “fufuly,” a robotic breathing cushion, and “ston” series, deep-breathing support devices. The lounge was permanently installed at JT headquarters last October. The promotion of the lounge has been successful. We have several plans in the works to introduce the lounge at other companies. We also participated in domestic and international exhibitions and recorded thousands of visitors with positive feedback. The Deep Breathing Lounge is more than just a place to sample the breathing-support products. It is a place to experience the value of “fulfilling moments.” It also embodies the concept of D-LAB to take on the challenge of innovation and business creation, focusing on our shared value of offering “fulfilling moments.” We aim to create a new “breathing market” by taking breathing to the next level.

Chupica

Chupica is a tablet-type toothpaste and mouthwash jointly developed by D-LAB and other entities, including TSUYOMI Inc. D-LAB participated in JAXA’s “THINK SPACE LIFE” business co-creation platform*. We ideated a number of concepts to improve life quality both in space and on the ground. Chupica is designed to be used without rinsing for more outstanding and more convenient oral care in a space where water is scarce. Thorough attention has been given to the product’s lathering and flavor features to provide a convenient and refreshing experience. Even in an extreme environment with various constraints, such as outer space, this product facilitates a switch to clear the mind and feel the sense of a “fulfilling moment.”

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Currently operated by the specified non-profit organization MIRATUKU

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Chupica