HELSINKI, FINLAND / TOKYO, JAPAN —20 October, 2026 — Ashirase, Inc., the Japanese company behind the in-shoe navigation system ASHIRASE, today announced the launch of a real-world pilot in Helsinki, carried out with Urban Wellbeing Lab, a Helsinki-based initiative co-funded by the EU.
Starting 12 October 2026, blind and partially sighted residents of Helsinki will use the device in their daily lives over a period of approximately seven weeks, to explore how hands-free, vibration-based navigation may support daily outdoor mobility, everyday outings and wellbeing.
ASHIRASE combines a compact wearable device set that attaches to the shoes with a dedicated smartphone app. Once a destination is set, gentle vibrations around the foot provide directional guidance along the route, including upcoming turns and arrival at the destination. Users do not need to hold a phone or rely on audio directions, leaving their hands available for a white cane or guide-dog harness and their ears available to monitor traffic and the surrounding environment.
Ashirase,Inc. was founded as an independent company carved out from Honda, following its IGNITION new-business incubation programme. ASHIRASE has been available in Japan since 2024.
“We built ASHIRASE in Japan around a simple question: what if you could navigate an unfamiliar city with your hands free for a cane or a guide dog, and your ears free to hear the world around you? In Helsinki, we look forward to working directly with blind and partially sighted residents to learn how ASHIRASE can support everyday journeys. Their experiences and feedback will help us refine the technology and shape how we bring ASHIRASE to more communities across Europe,” said Wataru Chino, CEO of Ashirase, Inc.
About the pilot
Participants will use ASHIRASE during everyday journeys across Helsinki through a two-phase programme. The pilot will begin with onboarding, outdoor practice and supported use on familiar routes. Following an individual review, participants may continue or expand their use of ASHIRASE in daily journeys, with further guidance, route adjustments and support provided as needed.
The pilot will explore how vibration-based navigation fits into real-life outdoor mobility, including whether it may help build confidence, reduce anxiety and encourage a greater willingness to go out. Participant feedback and usage insights will inform future service development and potential implementation in European cities.
The pilot is being supported by the Tokyo Metropolitan Government through its King Salmon Project as part of Ashirase’s international business expansion.
Key facts:
- Location: Helsinki, Finland
- Duration: 12 October – 30 November 2026 (approximately seven weeks)
- Participants: Blind and partially sighted Helsinki residents
- Partners: Ashirase, Inc. and Urban Wellbeing Lab
- Focus: Everyday outdoor mobility, confidence, willingness to go out, and user experience
“This pilot brings together two important goals for Helsinki: creating a healthier, safer and more accessible city for residents, and providing companies with a real-life environment to test and develop their solutions. Having a Japanese company test its solution in Helsinki also demonstrates the city’s potential as an international testbed for innovation. We are particularly proud that Ashirase is being piloted in Europe for the first time in Helsinki.” said Roope Töllikkö, Project Manager, Urban Wellbeing Lab.
What comes next
The Helsinki pilot is part of Ashirase’s broader commitment to Europe, where the company is preparing to bring its navigation system to blind and partially sighted communities across the region.
About Ashirase, Inc.
Ashirase, Inc. is a Japanese mobility technology startup founded in 2021. The company originated from Honda’s IGNITION new-business creation programme and develops ASHIRASE, a foot-based haptic navigation service for blind and low-vision people, with the mission of enriching daily life through walking.
Headquartered in Tokyo, Japan, Ashirase is expanding its business internationally.
https://www.ashirase.com/global
About Urban Wellbeing Lab
Urban Wellbeing Lab is a Helsinki-based initiative that uses the city as a real-life testing environment for developing and piloting solutions that support residents’ wellbeing. Coordinated by Business Helsinki in partnership with Laurea University of Applied Sciences and Forum Virium Helsinki, the initiative brings together companies, residents, research and development organisations, and the city to support co-creation, data-informed innovation, and the development of scalable wellbeing solutions. The project runs for two years and is co‑funded by the European Union.
https://testbed.hel.fi/en/health-and-wellbeing/urban-wellbeing-lab/
Media contacts
Ashirase, Inc. — Azumi Aki : a.aki@ashirase.com
Urban Wellbeing Lab — Roope Töllikkö, roope.tollikko@hel.fi
