Integrated Report

Corporate R&D: D-LAB

In the face of an uncertain future, the JT Group has continued to evolve by undertaking a series of initiatives. These initiatives have allowed the Group to not only adapt, but also to bring about change. Against this backdrop, D-LAB is a forum through which repeated trials and verification are conducted over the medium-to long-term based on these organizational capabilities. While exploring the future of the "fulfilling moments" domain, we are working to ensure that the insights gained translate into subsequent action. This accumulation underpins one of the strengths that allows the JT Group to create future value.

Organizational approach that supports change

In order for D-LAB to carry out its initiatives on a medium- to long-term and ongoing basis, a series of steps are being taken to redesign its organizational structure and approach toward management.

Through a structure that can simultaneously accommodate different timeframes, ranging from the short to long terms, without walling-off research from business, we maintain an environment that allows us to continue trials even in uncertain fields. At the same time, as we continue our exploration activities, we incorporate diverse viewpoints and insights based on collaboration with universities, partner companies, start-ups, and other external parties.

Through past endeavors, we have worked to strengthen our organizational foundation to ensure that decisions are made progressively while embracing uncertainty. Rather than seeking the certainty of outcomes from the outset, we clarify those questions that require verification and lay out the degree of commitment necessary based on their learning value. As we tackle issues using multiple parallel hypotheses, we accumulate data for making decisions and come to a conclusion at the appropriate time. Through this process, we have strengthened our organizational capabilities to consistently engage in forward-looking verification and learning.

Extending beyond the outcomes of individual projects, the accumulation of these endeavors helps broaden the breadth of experience and relationships within the organization, including the expertise and decision-making quality of its people, internal and external networks, and combined insights. These attributes form the foundation for expanding future options and provide fertile ground for supporting the next phase of exploration and potential commercialization.

As far as organizational management is concerned, we structure projects based on the interests and strengths of each individual, and foster environments in which diverse expertise can intersect. Even as we value the respective purposes of society and individuals, we are working to align the underlying value sets and behavior that we hold in common with the aim of linking differences to the innovation.

D-LAB places considerable importance on ensuring that the nature of the organization does not become rigid, but rather continues to refine itself in response to change. Based on this commitment, we are working to nurture and realize our potential with an eye on the future from a long-term perspective.

Top message: Continuing to question the nature of value amid change

As a corporate R&D organization, we are committed to exploring and nurturing both research and business from a medium- to long-term perspective, guided by the JT Group Purpose: "Fulfilling Moments, Enriching Life." The concept of "fulfilling moments" is the bedrock on which the JT Group has fostered value through its business activities over time, evolving in line with each changing era as well as societal trends.

Precisely because this value is difficult to define with a single label, D-LAB explores its potential in ways that transcend research and business while accumulating insights that contribute to the creation of future value. Even in an environment in which social and market assumptions are constantly changing, we believe that continuously questioning the nature of value will lead to sustainable corporate growth.

As a project that originally launched in 2013, D-LAB was repositioned as a permanent organization in 2020. With around 100 members today, we advance more than 100 projects at any one time. We will continue to engage in a diverse range of activities to ensure that the JT Group consistently delivers its most cherished value of "fulfilling moments" to people decades into the future.

Senior Vice Presidents D-LAB Yuki Otaki Portrait

Yuki Otaki

Senior Vice President, D-LAB

Senior Vice Presidents D-LAB Yuki Otaki Portrait

Yuki Otaki

Senior Vice President, D-LAB

As a corporate R&D organization, we are committed to exploring and nurturing both research and business from a medium- to long-term perspective, guided by the JT Group Purpose: "Fulfilling Moments, Enriching Life." The concept of "fulfilling moments" is the bedrock on which the JT Group has fostered value through its business activities over time, evolving in line with each changing era as well as societal trends.

Expanding society's awareness toward diverse "fulfilling moments"

Steps are now being taken to deliver D-LAB projects to consumers in real terms. As such, we are examining "Delightful Moments" that transcend age, gender, and region from every possible angle. While our efforts are currently in their early stage of development, we are progressing steadily toward the realization of unique "fulfilling moments."

This figure features D-LAB projects intended to demonstrate "Delightful Moments" that transcend generations, genders, and regions, from every possible angle. The figure introduces Chupica, a tablet-type toothpaste that does not require water; fufuly, a breathing cushion; and Yurumaru, a body sheet infused with hot spring substances, among others. Although these initiatives are currently at the exploratory stage, D-LAB is steadily making progress toward realizing "Fulfilling Moments." This figure features D-LAB projects intended to demonstrate "Delightful Moments" that transcend generations, genders, and regions, from every possible angle. The figure introduces Chupica, a tablet-type toothpaste that does not require water; fufuly, a breathing cushion; and Yurumaru, a body sheet infused with hot spring substances, among others. Although these initiatives are currently at the exploratory stage, D-LAB is steadily making progress toward realizing "Fulfilling Moments."

Integrated Report

2026