Give yourself a hug with Dentsu Lab Tokyo’s Hugtics!

In March, Dentsu Lab Tokyo’s groundbreaking project “Hugtics” made its debut at SXSW 2023. This initiative employs a vest-type hugging technology designed to bolster happiness and self-esteem, signaling a fresh approach to mental health.

Guided by Dentsu Lab Tokyo’s Otaki, the project harnesses haptic technology to capture “hug data,” translating it to one’s own or others’ bodies. The focus on brainwave measurements allows the project to address a range of social issues, including mental health. Attendees at SXSW 2023 were challenged with unconventional hug experiences, such as self-hugging and transferring hugs between participants.

The impetus for “Hugtics” stems from a growing global emphasis on mental health amid escalating concerns about depression. Hugs are known to release oxytocin, a hormone that fortifies trust, attachment, and happiness while alleviating stress. By reimagining the concept of a hug using technology, “Hugtics” aspires to cultivate new experiences that evoke happiness.

In collaboration with researcher Nobuhiro Takahashi, a core technology was developed, comprising a wearable device with embedded artificial muscles. Users don the device while embracing a torso fitted with pressure sensors, capturing hug data and relaying feedback via the artificial muscles, resulting in the unprecedented experience of self-hugging.

Leveraging Dentsu Science Jam’s “Emotion Analyzer,” brainwaves are sensed, and various emotion changes linked to happiness during a hug are measured. The effects are visualized through a unique algorithm and mirrored in the LED colors incorporated into the vest. The project seeks to challenge diverse sectors, such as healthcare, loneliness prevention, and the metaverse, with future updates centered on exploiting hug data.