Nekobako Newsletter [1]Neko Lab has begun. ─A laboratory for cats × technology × ideas
In recent years, the relationship between cats and humans has undergone a major update, ushering in a new era.
This series, "Neko Lab News," features rotating members of Neko Lab Tokyo (hereafter Neko Lab), a cat-specialized innovation team launched within Dentsu Inc.'s creative R&D organization, Dentsu Lab Tokyo. We'll deliver the latest cat-related projects and unique research and development that combine technology and ideas.
▼Welcome to Catland
▼Has "Meow-Normal" Arrived?
▼Curiosity Saves Cats
▼Every Cat is Different. So Are Cat Lovers
▼Next Time: Considering the Relationship Between Cats and Flowers
Welcome to Catland
"The secret to bonding with cats is to gaze at them gently and blink slowly."
I recall reading that in a book, and half-heartedly tried it with a cat who'd just arrived after finishing her breeding duties. The moment that little one, who'd been on full alert, narrowed her eyes just a bit and blinked back at me... well, I was probably completely hooked.
From Toriyama Sekien's "Konjaku Hyakki Shūi": The yokai "Ke-ke-gen" (left) and "Majyo" (right)
Since then, I've been living with Ms. Majo, a Persian cat who looks exactly like the yokai "Keukegen." My apologies for the late introduction. I'm Ryosuke Miyashita, Ms. Majo's housemate and the leader of Nekoboro, serving as Art Director/Creative Director.
Though I've long contemplated "human emotions" in the advertising world, I'm practically a novice when it comes to cats. She possesses an astonishing ability to detect the scent of treats, yet plops down from the sofa with astonishing clumsiness.Every morning at 6 AM, they demand their owner's wake-up call, yet sit by the window lost in thought like a philosopher. Just when you think they're being unusually affectionate, they quickly lose interest and strut off somewhere. They're utterly delightful, yet profoundly baffling creatures.
...I want to properly confront this "mystery called cats." Driven by that desire, and mostly on impulse, I reached out to fellow cat lovers at Dentsu Lab Tokyo to launch Nekoboro. Though called a "lab," it's not an academic institution. It's a team that uses "technology" and "ideas" as tools to observe cats from a slightly unique perspective, conducting research and creating things.
Has "Nyan-Normal" arrived?
The relationship between humans and cats began roughly 10,000 years ago. The encounter between Japanese people and cats dates back to the Yayoi period. Cats, kept as pets by nobles during the Heian period, became integrated into the lives of commoners by the Edo period. Then, around the end of the Heisei era, Japan experienced what is said to be its third "cat boom."
In 2014, the number of cats kept as pets surpassed dogs for the first time (※), and by 2016, search volume for "cats" reached about three times that for "dogs." Media overflowed with cat content, and the economic impact even spawned the term "Nekonomics."
※Source: Pet Food Association
Furthermore, as the 2020s began, unprecedented changes in the environment surrounding cats started to emerge one after another.
- The revised Animal Welfare Law introduced stricter penalties for abuse, breeding restrictions, and mandatory microchipping.
- The option of "adopting a rescue cat" became widely recognized
- Cat wellness tech evolved, such as smart collars and AI litter boxes
- High-quality cat foods like "fresh & human-grade" options emerged
- Services and products exclusively for cats, such as grooming and interior goods, expanded.
- Cat-specific veterinary care becomes widespread alongside growing international recognition that "cats are not small dogs"
- Research on kidney disease in senior cats advances, with a new drug originating in Japan entering clinical trial phase... and more
If the late 2010s were an era where social media spotlighted cats' "adorableness" and "content potential," the 2020s have become an era emphasizing care that supports cats' individuality and health from a more scientific perspective. It's the arrival of a "cat-centric new normal," so to speak.
Beyond these changes lie untapped possibilities. For us at Nekoboro, it's the perfect moment to reexamine the "ordinary" between cats and humans.
Curiosity Saves the Cat
Nekolabo takes its inspiration from the British proverb "Curiosity Killed the Cat," adopting the slogan "Curiosity Saves the Cat." While the original saying cautions against excessive curiosity, we believe curiosity is precisely the driving force that bridges the gap between humans and cats.
We want to take those everyday questions and discoveries that pop into our heads—like "I wonder how cats feel about this?"—and shape them into ideas and technology in our own way. We don't have a track record yet, but precisely because we're a brand-new lab, we should be able to think freely... So this time, I'll introduce some (purely my own super personal) wildly imaginative "R&D."
《Fantasy R&D #1》 Exploring the World's "Cat-Dog Boundary"
In Japan, cats now outnumber dogs, but what about the rest of the world? France has long favored cats, China saw cats overtake dogs in 2021, and the US saw dogs regain the lead in the 2010s. So, what if we ranked each country's cat-to-dog ratio and created a world map color-coded by cat-loving or dog-loving nations? And what if we overlaid GDP or happiness indices? Maybe we'd discover unexpected commonalities among countries with more cats.
《Fantasy R&D Part 2》The Reiwa "Cat Eye Clock"
This is an attempt to evolve the ancient Chinese concept of the "cat clock," which estimates time using a cat's eyes, using modern technology.A transparent spherical device contains "magnetic fluid" that freely changes shape via magnetism, simulating a cat's pupil. This pupil synchronizes with the sun's movement for that location, obtained via GPS. Combined with environmental sound sensors, it creates an art clock that reacts to light and sound, constantly changing its expression like a living creature.
《Fantasy R&D #3》The World's First?! "Tuna Scent" Diffuser
Cats are actually extremely sensitive to smell. "Pleasant scents" like essential oils can be deadly to them. So, we flipped the idea. We sampled a scent that smells fishy to humans but makes cats purr with delight. If the recipient human grimaces upon smelling it, mission accomplished. It would be perfect if it became a "Save the Cats" message: "A scent pleasant to humans might be dangerous to cats. So be careful."
Every cat is different. Cat lovers too.
Finally, we gathered comments from the Nekoboro members who are seriously pursuing this fantasy. While the team may seem disparate at first glance, it's precisely this diversity of curiosity that fuels their greatest creativity.
- "It's not just about 'cute'—it's about facing life itself. I want to utilize my experience from nursing to pet loss." Mizuho Akizawa (Copywriter/CM Planner)
- "I can't relax unless I visit a zoo or aquarium at least once every two weeks. *I have annual passes for Ueno, Kasai, and Tama." Takehiro Uesugi (Veterinarian / Consultant)
- "My siblings and I bonded thanks to our cat. I'm interested in how cats influence the challenges of parenting." Atsushi Otaki (Creative Director / Creative Technologist)
- "Since adopting a rescue cat, I've been working under the motto 'Joyful Biodiversity.'" Yuka Sawai (Consultant)
- "I adore cats but have cat hair allergies. That frustrating love fuels me." Yoko Seki (Copywriter / Creative Director)
- "I want to unravel the mystery of the human-like behaviors my cat occasionally displays!" Mio Takase (Art Director)
- "I was involved in the product planning for necomimi and want to repay cats for their kindness." Kana Nakanishi (Creative Technologist / Researcher)
- "I want to create a toy that measures a cat's health just by playing." Megumi Nakamura (Communication Planner)
- "I want to embody the cat's physical senses—which are even moving!" Momoka Nakayama (Creative Technologist)
- "I grew up buried under up to six Himalayans—a die-hard cat lover through and through." Momoko Negishi (Art Director)
- "To ensure a cat's happiness, we must first understand their feelings." Yusaku Wakazono (Creative Technologist)
- "I want to create lighting powered by kneading." Ryosuke Miyashita
Next time: Considering the relationship between cats and flowers
Neko Lab News begins today, August 8th, "World Cat Day." The second installment features an experiment that actually happened, not just a fantasy. We'll introduce the struggles of Nakano and Wakazono as they tackle the theme "Developing a Cat-Friendly Flower Identification App." Please stay tuned!
Illustration: Momoko Negishi (Neko Lab Tokyo)
Contact: neko-lab-tokyo@dentsu.co.jp
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Author
Ryōsuke Miyashita
Dentsu Inc.
Specializing in unique experience design that leverages art direction across all genres. After living a life disconnected from animals, an encounter with a retired breeding cat led to founding the in-house lab "Neko Lab Tokyo." Major projects include YKK AP's "The Company That Thinks About Windows," Takarajimasha's "At Least Let Me Die Like I Want," "Blue Period Exhibition," and "Huu! Hinata." Recipient of several domestic and international advertising awards.
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Also read
▼Welcome to Catland
▼Has "Meow-Normal" Arrived?
▼Curiosity Saves Cats
▼Every Cat is Different. So Are Cat Lovers
▼Next Time: Considering the Relationship Between Cats and Flowers
Welcome to Catland
"The secret to bonding with cats is to gaze at them gently and blink slowly."
I recall reading that in a book, and half-heartedly tried it with a cat who'd just arrived after finishing her breeding duties. The moment that little one, who'd been on full alert, narrowed her eyes just a bit and blinked back at me... well, I was probably completely hooked.
Since then, I've been living with Ms. Majo, a Persian cat who looks exactly like the yokai "Keukegen." My apologies for the late introduction. I'm Ryosuke Miyashita, Ms. Majo's housemate and the leader of Nekoboro, serving as Art Director/Creative Director.
Though I've long contemplated "human emotions" in the advertising world, I'm practically a novice when it comes to cats. She possesses an astonishing ability to detect the scent of treats, yet plops down from the sofa with astonishing clumsiness.Every morning at 6 AM, they demand their owner's wake-up call, yet sit by the window lost in thought like a philosopher. Just when you think they're being unusually affectionate, they quickly lose interest and strut off somewhere. They're utterly delightful, yet profoundly baffling creatures.
...I want to properly confront this "mystery called cats." Driven by that desire, and mostly on impulse, I reached out to fellow cat lovers at Dentsu Lab Tokyo to launch Nekoboro. Though called a "lab," it's not an academic institution. It's a team that uses "technology" and "ideas" as tools to observe cats from a slightly unique perspective, conducting research and creating things.
Has "Nyan-Normal" arrived?
The relationship between humans and cats began roughly 10,000 years ago. The encounter between Japanese people and cats dates back to the Yayoi period. Cats, kept as pets by nobles during the Heian period, became integrated into the lives of commoners by the Edo period. Then, around the end of the Heisei era, Japan experienced what is said to be its third "cat boom."
In 2014, the number of cats kept as pets surpassed dogs for the first time (※), and by 2016, search volume for "cats" reached about three times that for "dogs." Media overflowed with cat content, and the economic impact even spawned the term "Nekonomics."
※Source: Pet Food Association
Furthermore, as the 2020s began, unprecedented changes in the environment surrounding cats started to emerge one after another.
- The revised Animal Welfare Law introduced stricter penalties for abuse, breeding restrictions, and mandatory microchipping.
- The option of "adopting a rescue cat" became widely recognized
- Cat wellness tech evolved, such as smart collars and AI litter boxes
- High-quality cat foods like "fresh & human-grade" options emerged
- Services and products exclusively for cats, such as grooming and interior goods, expanded.
- Cat-specific veterinary care becomes widespread alongside growing international recognition that "cats are not small dogs"
- Research on kidney disease in senior cats advances, with a new drug originating in Japan entering clinical trial phase... and more
If the late 2010s were an era where social media spotlighted cats' "adorableness" and "content potential," the 2020s have become an era emphasizing care that supports cats' individuality and health from a more scientific perspective. It's the arrival of a "cat-centric new normal," so to speak.
Beyond these changes lie untapped possibilities. For us at Nekoboro, it's the perfect moment to reexamine the "ordinary" between cats and humans.
Curiosity Saves the Cat
Nekolabo takes its inspiration from the British proverb "Curiosity Killed the Cat," adopting the slogan "Curiosity Saves the Cat." While the original saying cautions against excessive curiosity, we believe curiosity is precisely the driving force that bridges the gap between humans and cats.
We want to take those everyday questions and discoveries that pop into our heads—like "I wonder how cats feel about this?"—and shape them into ideas and technology in our own way. We don't have a track record yet, but precisely because we're a brand-new lab, we should be able to think freely... So this time, I'll introduce some (purely my own super personal) wildly imaginative "R&D."
《Fantasy R&D #1》 Exploring the World's "Cat-Dog Boundary"
In Japan, cats now outnumber dogs, but what about the rest of the world? France has long favored cats, China saw cats overtake dogs in 2021, and the US saw dogs regain the lead in the 2010s. So, what if we ranked each country's cat-to-dog ratio and created a world map color-coded by cat-loving or dog-loving nations? And what if we overlaid GDP or happiness indices? Maybe we'd discover unexpected commonalities among countries with more cats.
《Fantasy R&D Part 2》The Reiwa "Cat Eye Clock"
This is an attempt to evolve the ancient Chinese concept of the "cat clock," which estimates time using a cat's eyes, using modern technology.A transparent spherical device contains "magnetic fluid" that freely changes shape via magnetism, simulating a cat's pupil. This pupil synchronizes with the sun's movement for that location, obtained via GPS. Combined with environmental sound sensors, it creates an art clock that reacts to light and sound, constantly changing its expression like a living creature.
《Fantasy R&D #3》The World's First?! "Tuna Scent" Diffuser
Cats are actually extremely sensitive to smell. "Pleasant scents" like essential oils can be deadly to them. So, we flipped the idea. We sampled a scent that smells fishy to humans but makes cats purr with delight. If the recipient human grimaces upon smelling it, mission accomplished. It would be perfect if it became a "Save the Cats" message: "A scent pleasant to humans might be dangerous to cats. So be careful."
Every cat is different. Cat lovers too.
Finally, we gathered comments from the Nekoboro members who are seriously pursuing this fantasy. While the team may seem disparate at first glance, it's precisely this diversity of curiosity that fuels their greatest creativity.
- "It's not just about 'cute'—it's about facing life itself. I want to utilize my experience from nursing to pet loss." Mizuho Akizawa (Copywriter/CM Planner)
- "I can't relax unless I visit a zoo or aquarium at least once every two weeks. *I have annual passes for Ueno, Kasai, and Tama." Takehiro Uesugi (Veterinarian / Consultant)
- "My siblings and I bonded thanks to our cat. I'm interested in how cats influence the challenges of parenting." Atsushi Otaki (Creative Director / Creative Technologist)
- "Since adopting a rescue cat, I've been working under the motto 'Joyful Biodiversity.'" Yuka Sawai (Consultant)
- "I adore cats but have cat hair allergies. That frustrating love fuels me." Yoko Seki (Copywriter / Creative Director)
- "I want to unravel the mystery of the human-like behaviors my cat occasionally displays!" Mio Takase (Art Director)
- "I was involved in the product planning for necomimi and want to repay cats for their kindness." Kana Nakanishi (Creative Technologist / Researcher)
- "I want to create a toy that measures a cat's health just by playing." Megumi Nakamura (Communication Planner)
- "I want to embody the cat's physical senses—which are even moving!" Momoka Nakayama (Creative Technologist)
- "I grew up buried under up to six Himalayans—a die-hard cat lover through and through." Momoko Negishi (Art Director)
- "To ensure a cat's happiness, we must first understand their feelings." Yusaku Wakazono (Creative Technologist)
- "I want to create lighting powered by kneading." Ryosuke Miyashita
Next time: Considering the relationship between cats and flowers
Neko Lab News begins today, August 8th, "World Cat Day." The second installment features an experiment that actually happened, not just a fantasy. We'll introduce the struggles of Nakano and Wakazono as they tackle the theme "Developing a Cat-Friendly Flower Identification App." Please stay tuned!
Illustration: Momoko Negishi (Neko Lab Tokyo)
Contact: neko-lab-tokyo@dentsu.co.jp
Was this article helpful?
Share this article
Newsletter registration is here
We select and publish important news every day
For inquiries about this article
Author
Ryōsuke Miyashita
Dentsu Inc.
Specializing in unique experience design that leverages art direction across all genres. After living a life disconnected from animals, an encounter with a retired breeding cat led to founding the in-house lab "Neko Lab Tokyo." Major projects include YKK AP's "The Company That Thinks About Windows," Takarajimasha's "At Least Let Me Die Like I Want," "Blue Period Exhibition," and "Huu! Hinata." Recipient of several domestic and international advertising awards.
