June 10th is Children's Eye Day.
Rohto Pharmaceutical's "Mirumirunobiru" project has launched
to address the worsening problem of childhood myopia and nurture children's eyes and future.
June 2, 2026
ROHTO Pharmaceutical Co., Ltd. (Headquarters: Osaka City, Osaka Prefecture; President and Representative Director: Hidetoshi Segi) has launched the "Mirumirunobiru" project as a new initiative to prevent myopia in children and to nurture and develop their future potential.
Background of the initiative
In recent years, the increasing prevalence of myopia in children at younger ages and its earlier progression has become a social issue. It has been reported that the progression of myopia may increase the risk of future eye diseases, including glaucoma, making early intervention crucial for lifelong eye health. However, children themselves often fail to notice a decline in their vision, and many cases have been reported where myopia has already progressed by the time parents become aware of it. Furthermore, our own survey conducted last year revealed that while 90% of parents recognize the need for myopia prevention, less than 50% of families actually implement such measures (Rohto Pharmaceutical survey, conducted November 15-16, 2025, targeting elementary school students in grades 1-6 and their parents residing in Obu City, Aichi Prefecture (n=136)).
About the project
Against this backdrop, we have launched a new project called "Mirumirunobiru" that aims to prevent myopia in children and nurture their future potential. We have already been working with local governments and educational institutions to raise awareness about myopia in children. "Mirumirunobiru" is an initiative that utilizes the knowledge gained through these activities and takes a new perspective of "nurturing" rather than just "curing" to protect children's eye health from an early age.
About the logo and character
The "Mirumirunobiru" project logo expresses the adorable eye expressions that children show us in everyday life through a picture book-style illustration of eyes. The project name "Mirumirunobiru" embodies our desire to nurture children's eyes and potential. Furthermore, the "Mirumirunobiru" character, which can transform into various forms, represents the limitless potential of children. We plan to develop various projects in the future as a symbol of our activities to protect children's eye health.
Original content "Mirumiru Aichare"
As part of our efforts, we have developed "Mirumiru Eye Challenge President and Representative Director" a content platform that allows children to learn about their "visual abilities," such as dynamic visual acuity, eye movement, and peripheral vision, through a variety of games, in cooperation with Sports Science Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President and CEO: Yasuyuki Koike).
You can experience it on the special website starting from June 10th, Children's Eye Day.
About the event
As part of the launch of "Mirumirunobiru," we will be holding a "Mirumirunobiru Experience Event" on Saturday, June 6, 2026, at Roth Heart Square Umeda in Osaka City, Osaka Prefecture. The event will feature content designed to enhance children's interest and curiosity in a fun way, focusing on their "visual abilities."
- "Mirumiru Eye Challenge" Special Booth
- Visibility check
- Experiencing differences in how things appear, etc.
Going forward, we will continue to develop unique actions through the "Mirumirunobiru" project to nurture children's eyes and potential.
"Mirumirunobiru Event" Overview
| Date and time |
Saturday, June 6, 2026, 12:00 PM - 5:00 PM (Last entry at 4:30 PM) |
| venue |
Roth Heart Square Umeda
5 Ofuka-cho, Kita-ku, Osaka City, Osaka Prefecture |
Rohto Pharmaceutical's initiatives regarding children's eyes.
Industry-academia collaboration and community collaboration initiatives
Research and studies on children's eyes
Educational and awareness-raising content