"I Understand Your Discomfort" - 18-Year-Old CEO Pioneering Sensory Sensitivity Business [Japanese Side]

Kato Jieishi, Director of Japan's Sensory Hypersensitivity Research Institute
Started a business to create comfortable clothing and spaces
to solve daily life challenges caused by sensory hypersensitivity

Do you ever feel that your senses are more sensitive than others? Some people experience excessive reactions in their five senses?sound, light, smell, touch, and taste?in daily life, causing difficulties. This condition is medically referred to as 'sensory hypersensitivity.' In fact, even a tag attached to the back of a new piece of clothing can become unbearably itchy, prickly, and uncomfortable once you start noticing it. These individuals often face such discomforts daily, but others tend to say they are 'irritable' or 'sensitive,' making it hard for them to express their suffering.

In Japan, a student entrepreneur working on sensory hypersensitivity-related projects is gaining attention. He appeared in an interview with the Nihon Keizai Shimbun (Nikkei) this week. This 18-year-old research director is dedicated to creating clothes for people with sensory hypersensitivity and developing maps that indicate places with severe sensory stimuli. Operating under the slogan "100 km of freedom with 1 mm of relief," he has turned his personal discomfort into a public service business. Here is the story of Kato Jieishi, who transformed his own challenges into a venture for the greater good.

Kato Jie, Director of the Sensory Sensitivity Research Institute. Sensory Sensitivity Research Institute.

Kato, who is 18 years old this year, has always been interested in science and dreamed of becoming a robot engineer. His dream was to start a business utilizing this interest. With his parents' help, he founded a company in the first year of middle school. Since he was only 12 years old at the time and could not provide the seal certificate required for corporate registration, his parents were appointed as the CEOs, and he took the position of president to establish the corporation. After starting the company and considering various ideas, his father suggested, "How about making a company that solves the problems you face?"

In fact, Kato experienced many difficulties in daily life. After eating lunch at a restaurant or classroom, the lingering smell of leftover food would suddenly make him feel unwell, causing him to eat poorly and avoid cafes or restaurants. At school, the noisy chatter of friends during breaks would trigger headaches or nausea. Clothes felt heavy, and even wearing socks was uncomfortable, as if the seams were painfully poking him. Because of this, wearing new clothes was very difficult, and he wore the same underwear for 4 to 5 years. Eventually, after experiencing severe headaches from school noise during breaks, Kato visited the school infirmary and was told by the nurse that 'sensory hypersensitivity is suspected.' Realizing that his symptoms matched, Kato understood that he was not just sensitive but had sensory hypersensitivity.

A badge created by the Sensory Sensitivity Research Institute to raise awareness about sensory sensitivity. From left to right, it explains hypersensitivity to light, sound, and smell. Sensory Sensitivity Research Institute.

Wanting to help others by addressing the difficulties of sensory hypersensitivity, Kato utilized social networking services (SNS) to create a community for people with sensory hypersensitivity. There were various members, such as people who wear earplugs when going to the supermarket because they dislike loud noises, and those who experience headaches from light even in dark rooms without sunglasses. Notably, many people, like Kato, felt discomfort when wearing clothes. Considering this, he began developing comfortable clothing for people with sensitive senses.

The flagship product he created is the 'Calm Down Parka,' a hooded zip-up jacket planned for nearly a year. To avoid skin irritation, the seams are on the outside rather than inside, and tags that usually stick to the neck are omitted. When the zipper is pulled all the way up, it covers up to above the nose, which helps block stimuli caused by smells. The hood is also very large, designed to cover the face during unexpected panic attacks to help the wearer regain calm. Since its release in 2022, about 900 units have been produced, steadily gaining popularity through word of mouth.

The 'Calm Down Parka' developed by the Sensory Sensitivity Research Institute features all seams sewn on the outside to minimize skin irritation. Sensory Sensitivity Research Institute.

In collaboration with a school uniform company, Kato also developed shirts, and his online store sells children's earplugs and personal tents that provide a sense of security. The community that shares concerns alongside the business has continued to grow and now has about 1,700 participants. Members willingly participate in product monitoring for items developed by the research institute.

Beyond simply selling products, Kato is also working on businesses that allow people with sensory hypersensitivity to live comfortably. He is involved in creating sensory-friendly cities. Currently, he is designing 'Calm Down Spaces' installed in busy places like airports to soothe anxiety. These spaces are carefully designed not only to reduce noise but also to control the amount of incoming light and use calming lighting colors.

Additionally, by this spring, he plans to offer a map service. For people sensitive to stimuli, strong lights, sounds, and smells from signs when going out can all trigger anxiety. The map will highlight particularly noisy or dazzling places to raise awareness and, conversely, indicate quiet spots and places where one can relax when anxiety arises. The development costs were covered through crowdfunding. Furthermore, Kato collaborates with universities on sensory hypersensitivity research and shares diagnostic questionnaires for sensory hypersensitivity, working across various fields.

Part of the Sensory Sensitivity Lab sales catalog. Selling simple spaces and lighting that provide a sense of calm. Sensory Sensitivity Lab.

Although sensory hypersensitivity-related businesses have yet to gain attention in Korea, global interest in creating sensory-friendly environments is increasing. For example, Walmart in the United States introduced 'Sensory Friendly Hours' in November last year, turning off lights and pausing advertising TV screens during certain times daily. In Japan, companies like Yamada Denki hold 'Quiet Hour' campaigns twice a month, turning off background music and partially dimming store lights.

Therefore, Kato's business is both ingenious and fascinating. On his website, he says, "I lack ideas, connections, and funds, so please lend me your support," adding, "If my small step can make life a little more comfortable for someone struggling in daily life, I want to keep moving forward, one step, two steps at a time." He is already a promising entrepreneur for the future.