fufuly, a breathing cushion, honored at CES 2023 Innovation Awards

Jan. 4, 2023
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The robotic cushion utilizes University of Tokyo research into breathing and rest to regulate users’ breathing

Tokyo—January 4, 2023—Hakuhodo Inc., an integrated marketing and innovation company, is pleased to announce that fufuly, a “breathing” cushion developed by Hakuhodo Inc., Japan Tobacco Inc. and Yukai Engineering Inc., has been named an honoree at the CES 2023 Innovation Awards.

fufuly is a robotic cushion that regulates breathing. Using technology to expand and contract just like breathing, the cushion was jointly developed by Hakuhodo, JT and Yukai Engineering, based on University of Tokyo research into breathing and rest.

The CES Innovation Awards are owned and produced by the US-based Consumer Technology Association (CTA) and recognize outstanding design and engineering in 28 consumer technology product categories. The competition received more than 2,100 entries this year, a new record. The Awards judges are highly respected experts in their fields and include members of the media, designers and engineers. They judge entries based on innovation, technological finesse, functionality, aesthetics and design.

In recognition of this award, fufuly will be displayed in the Innovation Awards Showcase at CES 2023 in Las Vegas, USA, January 5–8, 2023.


Supplementary information

fufuly, the cushion that breathes

Busy people today are under physical and mental stress every day. We wanted to encourage people in today’s world to be more aware about rest and calm, and wondered if we could create a product that could help them regulate their breathing and naturally start breathing more deeply.

Taking note of the breathing synchronization phenomenon* that living organisms possess, we incorporated a mechanism into the program of a cushion-shaped device that, just by holding it, causes the rhythm and depth of a person’s breathing to unconsciously become synchronized with the cushion’s expansion and contraction. Research conducted by the University of Tokyo** confirms that breathing rhythm and depth become regulated by the device’s movement.


How to use fufuly

fufuly could not be easier to use. Just switch it on and hug it.


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* A phenomenon in which an animal breathes in time with the breathing of another whose body is in physical contact with its own.


** Yuki Ban, Hiroyuki Karasawa, Rui Fukui, Shin’ichi Warisawa: Development of a Cushion-Shaped Device to Induce Respiratory Rhythm and Depth for Enhanced Relaxation and Improved Cognition. Frontiers Comput. Sci. 4: 770701 (2022)

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