Launched in 2014, the TSUBAKI Project was created to harness diverse perspectives—especially those of women—in product development.
It began with six female members from the Technology Development and Quality Assurance departments, united by the motto:
“Identifying challenges only we can see. Creating products only we can create.”
Today, the project has grown into a cross-functional initiative with over 20 members, including employees from outside the technical divisions and male colleagues, allowing for even more diverse and multifaceted ideas.

Three Pillars of Activity

The TSUBAKI Project is built around three main pillars:

Product & Service Proposals

Listening to voices from the field and developing products with a high degree of empathy.

Promotion Activities

Sharing information through videos and exhibitions to expand understanding and connection with society.

Support & Learning

Hosting study sessions and workshops to broaden members’ knowledge and perspectives.

These activities go beyond product development, serving as a platform for collaboration and new ways of working across the company.

Key Achievements

Products born from the TSUBAKI Project reflect real-world needs and perspectives:

HugHug Nursing Chair

Designed to support comfortable breastfeeding for mothers and babies.
Achieved its sales target within six months of launch and received the 11th Kids Design Award – Encouragement Prize (Chairman’s Award of the Kids Design Association).

OyaCoco Kangaroo Care Chair

Developed to safely and comfortably support kangaroo care for low-birth-weight and premature infants.
Features include a back U-shaped cushion, adjustable posture support mechanisms, and hygienic materials—each reflecting voices from clinical settings.
The chair was showcased at the 33rd Annual Conference of the Japanese Academy of Neonatal Nursing in November 2024, with hospital sales now underway.

Looking Ahead

The TSUBAKI Project will continue to take on the challenge of creating new value across a wide range of healthcare fields, not limited to obstetrics and pediatrics.
It is a living embodiment of our brand message, “WELL-BEING for all beings,” and will continue contributing to the well-being of both employees and society at large.