Ashirase

Ashirase Inc. is a Japanese entity focused on assistive technology, specifically for individuals with visual impairments. The company originated as the first venture from Honda's new business creation program, known as IGNITION, and was officially established in April 2021. Its founder and CEO, Wataru Chino, was formerly an engineer at Honda R&D, where he specialized in motor control and automatic driving systems for electric and hybrid vehicles. Chino's motivation to create Ashirase stemmed from a personal experience involving a family member's accident, which drove him to develop solutions for safer mobility for the visually impaired.

The company's core offering is the Ashirase navigation system, which comprises two main components: a smartphone application and a pair of vibration devices that are attached to the user's shoes. To use the system, an individual sets their destination in the app, which can accept voice commands. The system then provides turn-by-turn directions through haptic feedback. Vibrations on the front of the foot indicate when to move straight ahead, while vibrations on the left or right side signal an upcoming turn. This method of non-auditory and non-visual feedback allows users to remain aware of their surrounding environmental sounds, which is critical for safety, and keeps their hands free, unlike smartphone-based navigation apps. The system determines the user's location using Global Navigation Satellite System (GNSS) data combined with motion sensor information from the devices to track foot movement, a technique that leverages principles from automated vehicle driving systems to enhance location accuracy.

Ashirase operates on a direct-to-consumer business model, selling the hardware device and requiring a usage fee. After a successful crowdfunding campaign and incorporating user feedback from an initial 2023 release, the company launched an improved model, the Ashirase 2. This new version is 15% smaller and lighter, at 55 grams per device. The company has secured funding from investors including Honda, ASICS Ventures, and RealTechJapan, among others. Looking forward, Ashirase aims to begin overseas sales in the summer of 2025, targeting markets such as the UK and Spain.

Keywords: assistive technology, visually impaired navigation, haptic feedback, wearable technology, walking navigation, Honda, Wataru Chino, GNSS navigation, mobility aid, shoe-mounted device, vibrational guidance, accessibility tech, smart footwear, IoT, independent mobility, orientation and mobility, sensory substitution, Japanese startup, ASICS Ventures, IGNITION program