Upmind is a mindfulness app that analyzes your autonomic nervous system by simply placing your finger on your smartphone camera for 30 seconds, then recommends personalized habits for improvement. Since launching in July 2021, it has reached over 1.5 million downloads, making it Japan’s largest mindfulness app.
Upmind conducts joint research with the University of Tokyo’s Takizawa Laboratory, grounding its development in scientific validation. In April 2024, the company was selected for 1st Round, the acceleration program run by the UTokyo Innovation Platform (UTokyo IPC), and began partnerships with Hankyu Hanshin Holdings, a major Japanese railway and real estate conglomerate.
CEO Kei Minoura has a clear mission: “making mindfulness as routine as running.” From Japan’s largely untapped mental health market to global expansion targeting the United States, he shares his ambitious vision for transforming mental wellness.
Indian Experience Changed Everything
Photo credit: Upmind
Minoura’s journey with mindfulness began during his university years in India. In 2011, he took a gap year from the University of Tokyo to study languages abroad. While there, he joined yoga classes and experienced firsthand how the practice boosted his productivity.
He had heard about business executives using yoga to enhance performance but never had the chance to try it himself. During his three-month stay in India, a local instructor introduced him to mindfulness meditation—an experience that would reshape his future.
When I focused on breathing for extended periods, my mind became incredibly calm. Instead of starting each day with scattered thoughts, beginning from this reset state helped me make more authentic choices and use my time more effectively. (Minoura)
This experience became the foundation for his business vision. Today, Minoura practices mindfulness at the start and end of each day, a habit he’s maintained for over a decade.
After graduating from the University of Tokyo’s Engineering department, he joined teamLab, working as a smartphone app engineer until 2016. TeamLab, founded in 2001 by five graduate students from the University of Tokyo and the Tokyo Institute of Technology (now known as the Institute of Science Tokyo), is a pioneering digital content company bringing together programmers, engineers, mathematicians, architects, artists, web designers, graphic designers, CG animators, and editors.
He then moved to Bain & Company’s Tokyo office, focusing on corporate strategy. While the shift from engineering to management consulting seemed dramatic, this experience proved crucial for his future entrepreneurship.
The turning point came in 2021. As a consultant, he witnessed a troubling social problem firsthand.
I saw many colleagues overwhelmed by pressure and stress, struggling with mental balance. With massive information overload, people were working with exhausted minds. Many talented colleagues experienced sudden health breakdowns, often taking unexpected leaves of absence. Watching them, I realized that intentionally resting the brain through mindfulness could be incredibly valuable. (Minoura)
This real-world observation sparked his business idea. Having personally experienced mindfulness benefits, Minoura decided to create a company that would spread this practice, founding Upmind in May 2021.
Technology Meets Ancient Wisdom
Upmind uses heart rate variability analysis, letting users measure their autonomic nervous system balance simply by placing their finger on their smartphone camera for 30 seconds. Minoura emphasizes what makes this approach unique.
While other camera-based heart rate measurement services existed, most only provided data visualization without optimizing the user experience. They could detect information but were weak at suggesting what to do about it—few offered both detection and actionable solutions in one app.
We’re not just focused on mindfulness meditation. We provide an integrated system that measures heart rate through your camera, visualizes your current state, and offers mindfulness practices tailored to that condition. Very few services take this comprehensive approach.
Initially, they considered wearable device integration, but since wearable adoption remained limited in Japan, they chose a smartphone-only approach to reach more users.
The app features expert-supervised content including meditation and yoga, with sessions as short as two minutes for busy lifestyles. Content is overseen by leading mindfulness experts Masao Yoshida and Yurika Umezawa. They’ve also created programs narrated by freelance announcer Kyoko Uchida, demonstrating their commitment to quality through celebrity partnerships.
Many heart rate services just show you the data or aren’t user-friendly. I thought we could create something much better by filling these gaps. Combining detection with actionable solutions in one app is quite rare. (Minoura)
The app uses a freemium model, offering basic features free while providing premium content through annual (6,600 yen, about $44) and monthly (1,650 yen, about $11) subscriptions.
Scientific Validation Tackles Cultural Barriers
Upmind’s credibility stems from its ongoing University of Tokyo collaboration since 2022—a three-year joint research project that Minoura actively initiated. The research validates the effects of app-based mindfulness habits and explores predicting mental health issues, though predictive features aren’t yet in the app.
Experiments with healthy workers using Upmind for 5-10 minute sessions over one month showed 17% productivity improvements. This scientific approach is crucial for mindfulness adoption in Japan, according to Minoura.
Japan presents unique cultural barriers around mental health. There’s a deep-rooted bias against addressing mental wellness, with cultural emphasis on enduring hardship as a virtue. Additionally, widespread misunderstandings about mindfulness create significant obstacles.
In Japan, despite mindfulness being a meditation method completely stripped of religious elements, this fact isn’t widely recognized. Many people hold negative preconceptions, associating it with religion. We need to actively communicate its scientific benefits. (Minoura)
While mindfulness originates from Buddhist traditions, in the US it’s been systematically reframed to focus on present-moment awareness in an accessible format, supported by neuroscience research demonstrating effectiveness. Japan hasn’t embraced this understanding, with many still viewing mindfulness as religious practice.
We’re pursuing two strategies: demonstrating that mindfulness is scientifically validated and completely secular, while positioning it as a positive lifestyle habit like running that builds confidence. We actively communicate its scientific basis and highlight concrete results from our University of Tokyo collaboration. (Minoura)
Corporate Partnerships and Physical Experiences
In the corporate sector, Upmind serves employees at major companies including Hankyu Hanshin Holdings, Tochigi Nikon (Nikon’s Tochigi factory), and Mori Building Hospitality (approximately 2,000 employees). The service follows a B2B2C model where companies pay for employee access to premium features.
Initially, they strategically targeted high-stress industries and healthcare sectors with predominantly female workforces. However, since this market remains nascent in Japan with limited budgets, securing funding proved challenging. Currently, they respond to inquiries from companies where executives recognize workplace wellness issues and understand mindfulness benefits.
A distinctive strategy extends beyond app provision to creating physical experiences. Through partnership with Tokyo Tatemono, a major real estate developer, they’ve established mindfulness spaces within employee areas at “Yaesu Project,” a redevelopment project near Tokyo Station. Similar spaces exist at wellness facilities near Osaka Station through their Hankyu Hanshin partnership.
Just as running is universally recognized as a scientifically proven health habit, we want to make mindfulness equally routine for mental wellness. This requires not just convenient app access, but opportunities for people to experience mindfulness in their daily spaces—otherwise the practice won’t spread. (Minoura)
These physical initiatives serve clear purposes: Tokyo Tatemono locations target awareness among tenant companies, while spa locations aim for general public recognition. The goal follows a gradual approach—first providing mindfulness experiences, then generating app interest, finally supporting daily habit formation.
They’ve also expanded into lifestyle brand collaborations, including audio guidance for “Shibuya Saunas,” a popular Tokyo sauna facility, and partnerships with cosmetics brand “THREE.” Sauna enthusiasts, particularly entrepreneurs and investors, tend to be open to investing in indirect benefits, making them compatible with mindfulness adoption according to Minoura’s analysis. These initiatives transcend awareness-building, strategically targeting mindfulness image transformation.
Global Expansion Through Athletic Focus
Minoura’s ultimate goal is becoming a global mindfulness leader. Just as Nike dominates running, he envisions Upmind achieving similar recognition worldwide.
The primary target is the US market, where mindfulness is increasingly recognized as practical and effective for achieving well-being and improving mental health, with growing meditation practitioners and rapid market expansion. Major players like Calm and Headspace have recorded massive consumer spending—approximately $120 million and $86.3 million respectively.
However, Minoura is confident about differentiation. Unlike services focused solely on mindfulness meditation, Upmind offers an integrated system including heart rate measurement, state visualization, and condition-appropriate mindfulness practices—a comprehensive approach rarely found elsewhere.
To address intense general market competition, the company pursues an intriguing strategy: developing a mindfulness app specifically for athletes focused on performance enhancement.
By narrowing to athlete-specific applications, competition decreases significantly. Internationally, especially in American Major League Baseball and NBA, more athletes are incorporating mindfulness practices, so we see genuine opportunity. (Minoura)
While the general mindfulness market features established competitors, an athlete-focused approach addresses specific needs with less competition. Professional sports’ mindfulness adoption trend is accelerating, particularly in the US.
For global expansion, we prefer efficient operations without extensive personnel, primarily targeting B2C app-focused international growth. However, marketing and branding are crucial in competitive markets, so we plan significant investment there. (Minoura)
Japan’s Market Challenges and Patient Strategy
Japan’s market presents unique challenges, particularly regarding healthcare app payment attitudes. Americans show higher willingness to pay for healthcare apps and greater acceptance of personal health investment—concepts that remain underdeveloped in Japan.
Japan’s current pattern involves temporary care responses to specific concerns rather than consistent health investment. Given these conditions, the company has adopted a patient growth strategy independent of fundraising.
We estimate that mindfulness penetration in Japan will take over a decade. Fundraising would impose investor timeline expectations, potentially ending the venture if projections aren’t met. Instead, we’re building sustainable revenue for patient, long-term development better suited to Japan’s market reality.
However, global expansion presents different considerations requiring funding evaluation. The company has achieved significant growth as Japan’s largest mindfulness app. Minoura honestly evaluates current progress as ‘one-tenth to one-twentieth’ of his ultimate vision, with the immediate goal of becoming Japan’s third-largest healthcare app after Asken (a popular calorie-counting app) and Luna Luna (a women’s health tracking app).
Regarding user demographics, Minoura provides detailed analysis: over 80% are women, with people in their 40s representing 32% of users, though ages span broadly from 20s to 50s. The high middle-aged usage reflects women’s heightened health awareness due to hormonal changes and menopause-related wellness needs.
Our 6,600 yen annual fee represents excellent value for the benefits provided, but many perceive it as expensive. Americans show greater willingness to pay for healthcare apps and stronger personal health investment attitudes. Until this changes, Japan’s healthcare market is unlikely to transform significantly. (Minoura)
Building Tomorrow’s Wellness Infrastructure
Photo credit: Upmind
Business expansion priorities center on talent acquisition. The current five-person team particularly needs personnel capable of leading American business development.
Operating on self-funding, they offer higher monthly compensation than typical startup rates but face challenges using stock options to attract top talent, instead relying on hiring people who strongly resonate with the company’s mission. While considering fundraising when necessary, Minoura envisions this primarily for global expansion timing.
Minoura’s future vision centers on mindfulness functioning as social infrastructure. This goal transcends business success, carrying broader social significance. He believes conscious living—understanding personal desires and authentic self-expression—enables more fulfilling, regret-free lives, hoping to help Japanese people learn proper rest and discover life guidance through mindfulness.
While revenue and profit are essential for business continuity, I want to pursue personally exciting work without excessive focus on calculations, both professionally and personally. I prioritize listening deeply to my inner voice—maintaining authentic self-expression sustains long-term motivation,” Minoura reflects. (Minoura)
He emphasizes sustainable work practices, incorporating travel and intentional rest while building the business. Corporate wellness programs are actively being developed to support employee mindfulness habit formation.
I hope to contribute to more Japanese people embracing mindfulness habits for happier living. We’re developing corporate programs to support employee mindfulness routines, and through such initiatives, we want to spread mindfulness practices more broadly. (Minoura)
For modern society’s stress challenges, scientifically-based mental healthcare becomes increasingly crucial. Mindfulness meditation app market growth reflects rising mental health awareness and growing acceptance of mindfulness as an effective wellness tool.
Upmind’s technology and vision spreading from Japan globally suggests major healthcare industry transformation. By modernizing the Eastern concept of mindfulness through cutting-edge technology and scientific validation for global markets, Minoura and Upmind’s development attracts significant attention.
Overcoming Japan’s cultural barriers through evidence-based market development and ultimately creating global mindfulness standards—Minoura’s ambitious vision positions Upmind in the early stages of this journey. However, his unwavering conviction and strategic approach hold potential for establishing a new model for Japanese-originated global healthcare enterprises.
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