Xiberlinc and Morinaga Seika Receive Presentation Award for EEG-Based Research on Consumer Sensory Experience

Xiberlinc Inc. is honored to announce that our collaborative research with Morinaga Seika Co., Ltd. received the Outstanding Presentation Award at the 21st Japan Society of Kansei Engineering, Spring Conference.

Photo Credit: Morinaga Seika

The award-winning presentation, titled "Research on the Fluctuation of Taste and Texture in Soft Candy Using Electroencephalography (EEG)," highlights progress in affective engineering (Kansei) and cognitive neuroscience. In collaboration with Xiberlinc neuroscientists, Dr. Maro Machizawa and Dr. Hyunsok Kim, the project explored how complex, subjective human sensations—specifically the "juicy" sensation when consuming soft candy—can be objectively measured using EEG (brainwave) signals.

Traditionally, evaluating dynamic sensory experiences like "juiciness" requires highly trained sensory panels. By utilizing advanced EEG technology, our joint research team identified specific neural correlates, particularly in the posterior cortex region, that align with both the timing and intensity of the juicy sensation. These findings suggest a data-driven, objective evaluation of human sensibility, streamlining the development of products that maximize consumer satisfaction associated with food consumption.

At Xiberlinc, we are dedicated to bridging the gap between rigorous neuroscience and real-world commercial applications. Our collaboration with Morinaga Seika demonstrates how EEG signals can be translated into practical insights for consumer product development, while highlighting the value of interdisciplinary research at the intersection of neuroscience and industry and neuromarketing.

We extend our deepest gratitude to our research partners at Morinaga Seika and the Kansei Engineering community and all conference participants for this recognition and their valuable feedback. As we continue to pioneer digital and neuroscientific innovations, Xiberlinc remain committed to reimagining the interface that links the mind (Psi) and society (Community).

Xiberlinc Inc. Public Relations

pr@xiberlinc.one