Fujitsu and Rohto Pharmaceutical have launched a collaborative initiative to raise awareness of eye care. They will use "POCOME,"
a futuristic eye care experience device born from the ideas of students at a school for the deaf
, to investigate how people can be inspired to think about eye health.
September 26, 2025
ROHTO Pharmaceutical Co., Ltd. (Headquarters: Osaka City, President: Hidetoshi Segi) and Fujitsu Limited (Headquarters: Kawasaki City, President: Takahito Tokita) will begin a demonstration experiment on October 10, 2025, to investigate how the device "POCOME," which allows users to experience what it's like to pop out their own eyes, is the result of a co-creation workshop conducted with students of Osaka Prefectural Daisen High School for the Deaf*1 to consider the future of eye care. The experiment will investigate how the device can provide a trigger for thinking about eye health. It will be unveiled in advance at the "ROHTO Healthcare DAY" event to be held on October 3, 2025, at the Reborn Stage of the Osaka Healthcare Pavilion at the Osaka-Kansai Expo.
*1: Osaka Prefectural Daisen High School for the Deaf, Location: Sakai City, Osaka Prefecture, Principal: Taro Fujita
Image of "POCOME"
Background of the initiative
Our company has established the "ROHTO Group Comprehensive Management Vision 2030: Connect for Well-being," and we are continuing to take on various challenges toward the future of medical care and healthcare with the aim of realizing a well-being society. Furthermore, Fujitsu has been working with schools for the deaf nationwide to realize an inclusive society, developing "Ontenna," an accessory device that allows people to feel sound through vibration and light, and "Ekimatope," which uses AI to express the sounds of train stations in real time using sign language, text, and onomatopoeia.
In recent years, the environment surrounding eye health has become extremely serious due to the prolonged use of smartphones and PCs, and eye care is no longer an issue for only a few people, but a theme that everyone should address. With this awareness of the problem, both companies held a workshop titled "Let's Design the Eye Care of the Future" with students from a school for the deaf, where visual information is especially important, in order to think about future well-being connected to eyes. "POCOME" is a prototype that was born from this workshop and aims to realize a new experience that will make eye care a personal matter for more people.
Features and initiatives of "POCOME"
"POCOME" is a device that displays magnified images of eyes on an external display, as if popping out an eye (ME). It magnifies the user's eye movements in real time, and provides an opportunity for users to take eye care personally by allowing them to exchange eyes with other users or feel their own eyes blinking automatically. In creating "POCOME," Fujitsu Design Center designed everything from the casing to the user experience from start to finish.
This time, "POCOME" will be unveiled in advance at "ROHTO Healthcare DAY," which will be held at the Osaka Healthcare Pavilion of the Osaka-Kansai Expo on October 3, 2025. In addition, "POCOME" will be exhibited at Rohto Pharmaceutical's restaurant "ROHTO RECIPE" near JR Osaka Station from October 10 to 13, 2025. The two companies will conduct a survey targeting people who have experienced "POCOME" to investigate whether there has been a change in people's awareness of eye health.
Future Plans
Both companies will continue to promote co-creation with stakeholders, aiming to create a society of well-being. They hope to spread awareness throughout society about the value of eye-to-eye communication and the importance of the role eyes play, and to create opportunities to consider the significance of eyes in well-being. Through this initiative, they aim to realize a society where differences among individuals are accepted.