Unwind Inc. is tackling a unique mission within the ICT Startup League: "The prevention of sexless relationships."
One of the primary causes of divorce in Japan is a lack of communication between couples, including sexual intimacy—with "sexlessness" serving as a symbolic manifestation of this gap. Beyond divorce, sexlessness is closely linked to critical issues in medicine, health, and welfare, such as the declining birthrate, mental stress, and the prolongation of fertility treatments. It is, in fact, a significant social issue.
However, the current reality in Japan is that cultural barriers make it difficult to speak openly about sexual concerns. As a result, these problems rarely surface, leading to a lack of necessary resources and making solutions harder to implement. In this context, Unwind’s business can be described as highly ambitious.
Japan is known globally for having a high rate of sexless marriages. Research indicates that the frequency of sex among Japanese couples has been declining for some time. In a sense, it is not surprising that even relatively young couples or those in long-term relationships find themselves in sexless situations.
The causes are diverse: chronic fatigue from busy work and childcare schedules, or the tendency to stop viewing a partner as a romantic interest after living together for a long time. Compared to couples abroad, Japanese culture also has fewer habits of physical affection, such as holding hands or hugging. This lack of daily physical contact naturally raises the hurdle for sexual intimacy.
Understanding these realities, Unwind aims to resolve the causes of communication breakdown between couples through the power of ICT, focusing on data analysis and research. Their research theme in the ICT Startup League is "A Sexual Wellness Platform to Increase Proactive Living." Sexual Wellness refers to a state of physical, emotional, mental, and social well-being in relation to sexuality. We spoke with CEO Kanon Hagiwara about what this platform entails and how she came to start a business in the field of sexual wellness and sexlessness prevention.
Sexual health concerns arise from an accumulation of various factorsMs. Hagiwara, could you tell us why you decided to tackle the sexual wellness business and how you came to found Unwind?
Hagiwara: I think it stems from my interest in the field of sexuality and sexual wellness since my student days. Personally, I experienced the same struggles with partnership and intimacy that many women face—dealing with social prejudice regarding sex, a lack of communication with partners, and even physical issues like discomfort in delicate areas.
So, it was rooted in your own lived experience.
Hagiwara: Yes. There were times when a heartbreak made me question my self-worth and the meaning of life, leading me to seek new encounters recklessly and putting myself in scary situations. There was also a time when I couldn't ask my partner to use contraception and went to school in constant fear of pregnancy. These experiences sparked my interest in sexual violence, sexual assault, and the gender gap. I chose these as my thesis topics, and I developed a strong desire to become a journalist who covers these issues.
I see. What kind of career did you pursue after graduating?
Hagiwara: Initially, I applied for media positions, but after talking to seniors, I learned it would take about 10 years before I could cover the themes I actually cared about. I also saw cases where women had to sacrifice marriage or childbirth for their careers. I wanted to understand the realities of the "sexual frontline" immediately. I figured I should just dive in myself, so I joined a live chat operating company in the adult industry and worked as a web director.
That's a bold move. It sounds like you really "dived in." Did that experience provide the foundation for your current ICT service business?
Hagiwara: It did. Although, I had been interested in tech since my student days and could do some basic programming.
What was your experience like at that "sexual frontline"?
Hagiwara: I witnessed the prevalence of sexual violence and STIs within "sugar dating" (papa-katsu) circles, and unreasonable demands placed on female performers due to a lack of sexual education among men. This made me want to solve the issues at their root and motivated me to study sex education formally. Consequently, my dialogues with people of various genders increased, my own communication skills improved, and I began helping people solve their sexual concerns. This was also when I started using social media to advocate for changing sex education in Japan.
And did that lead to the founding of Unwind?
Hagiwara: Before that, as I shared the differences between sex education in Japan and abroad on social media, I started receiving many consultations and began working as a counselor. However, I eventually felt the limits of trying to change Japan's status quo as an individual. I realized that by operating as a company, I could have a stronger social impact, which led me to found Unwind.
Indeed, turning it into a formal business seems like it would open up new possibilities.
Hagiwara: It was also because, while there are researchers working seriously on sex education, I felt their content was often too rigid to capture the interest of young people. I felt a business approach would be better for making the content "catchy" and integrating it into society. Sexology research is more advanced overseas, with successful examples of business collaborations. While I was interested in being a researcher, the business side felt more exciting and meaningful to me.
Low self-esteem often lies behind the inability to discuss sexCould you tell us about Unwind's business activities?
Hagiwara: First is the development and rollout of "tawagram." It is a sexual wellness app that allows users to communicate their desires for their sex life—the core of the research project selected for the ICT Startup League. We also have a sexual wellness brand called "mahoro," which develops and sells "CBD Lubricant." It's a lubricant rich in hyaluronic acid, designed to help women enjoy their sex lives without enduring pain caused by hormonal imbalances or physical conditions. Additionally, we offer counseling services for sexual concerns and Diversity & Inclusion training for corporations.
Very diverse. Could you tell us more about "tawagram," which is closely linked to the ICT Startup League?
Hagiwara: "tawagram" is a diagnostic app designed to enrich intimacy between partners. By answering several questions, users are categorized into types to understand their sexual tendencies. By sharing results with a partner, they can communicate their desires without causing hurt and find hints for resolution.
What was the catalyst for its development?
Hagiwara: In Japan, there are very few places where people can consult about sexual concerns, and information is often hard to find. While some listed companies work on women's healthcare, the field of sexuality is still considered a taboo by many, making it difficult to gain shareholder understanding.
Are there more consultation resources available overseas?
Hagiwara: In the West, there are many consultation windows. In Japan, while not explicitly stated, places like relationship counseling or even fortune-telling seem to be filling that role to some extent.
In that sense, the sexual wellness field feels like a "blue ocean."
Hagiwara: There were startups that tackled sexual wellness in the past. However, in my view, they felt too "serious," and they disappeared when they ran out of funds. I felt it might be easier to spread through society if it was presented more like entertainment. Everyone loves personality tests, so I thought of "tawagram" as a way to turn the taboo of sex into something exciting while contributing to solving problems.
I was surprised to hear that the user count has exceeded 200,000. It suggests that many people have concerns or interests regarding sex, even if they find it hard to say.
Hagiwara: It seems to be spreading through word of mouth, and I definitely feel that interest is growing.
How do you want users to utilize the diagnosis?
Hagiwara: Research shows that the "love language" that makes a partner feel appreciated varies from person to person. Some prefer physical touch, while others feel more loved through words of affirmation, gifts, or acts of service. If a couple understands each other's preferred expressions of love, the relationship tends to go more smoothly. I believe the same applies to sex, so I want people to use it for mutual understanding.
Regarding sexlessness, it might be caused by a mismatch in perceptions of their ideal sex life rather than just a simple lack of physical contact. By the way, how did you determine the typing system?
Hagiwara: I developed it based on Western research results, while factoring in my own counseling experience and the specific sexual climate in Japan. I even developed the prototype myself. At Unwind, I’m basically a jack-of-all-trades for everything except the heavy technical development (laughs).
170,000 users at the time of the crowdfunding campaignWhat are your future business plans?
Hagiwara: Through businesses like "tawagram," we have already accumulated a significant amount of data regarding sexual wellness. Moving forward, I want to focus on analyzing that data and performing causal analysis. There are financial limits to doing this within Unwind alone, so I hope to move forward in collaboration with the ICT Startup League.
How do you plan to use the results of the analysis?
Hagiwara: I want to uncover the relationship between daily exercise, lifestyle habits, and sexual wellness. It likely relates to diet as well. From counseling and existing data, I get the impression that people who don't get enough sleep experience more sexual troubles. Even with sexlessness, if we can understand what conditions—such as communication patterns or timing of stress—increase the probability of becoming "sexless," it would be very helpful for finding solutions.
If these things can be backed by data rather than just intuition, the accuracy of identifying causes and countermeasures will improve.
Hagiwara: "Sciencing" sex is something I want to work on indefinitely. Even in counseling, some people suffer because they can't verbalize their concerns due to a lack of scientific evidence. It might be a salvation for them if we can tell them, based on data analysis, that the cause lies in their lifestyle, workplace, or the environment they grew up in. While "tawagram" currently focuses on B2C, I believe it can eventually collaborate with other healthcare sectors, such as health food development or sleep improvement.
What about the evolution of "tawagram"?
Hagiwara: Using "tawagram" as a base, creating communities for people with the same types or concerns could make it easier to solve common issues. I also want to find collaborators among "tawagram" users, regardless of gender, to experiment with a system that notifies users of sexual desire. Currently, desire data is mostly available for women with stable menstrual cycles. I want to be able to provide notifications to people of all genders based on their biorhythms and the data obtained from "tawagram."
Does notifying sexual desire lead to improved sexual wellness?
Hagiwara: For example, there are times when a woman does not want to be touched by anyone. If a partner tries to touch her without knowing this, they might get hurt, which can lead to sexlessness. If sexual desire is correctly understood, such cases can be prevented, and women can also learn to accept their own feelings when they decline intimacy. The sexual desire notification is a system for those who wish to achieve deeper self-understanding.
Creating a system to communicate difficult topics to partnersWhat are your impressions of participating in the ICT Startup League?
Hagiwara: This is Unwind’s second year of participation. We are based in Kansai, but actively visiting Tokyo and seeing the efforts of other entrepreneurs in person has been very stimulating.
Specifically, what kind of inspiration did you receive?
Hagiwara: For instance, I discovered possibilities for my business that I hadn't realized. Through networking, I learned how the scope for collaboration will expand as Unwind grows. It really broadened my imagination. Perhaps by chance, I got the impression that many people here are thinking about sustainable methods.
New businesses might be born from the encounters in the League.
Hagiwara: Also, the regular meetings with the coordinators were excellent for confirming what we need right now. Since funding is a major challenge, being introduced to the investor community was also very helpful.
Fundraising is vital for continuing and growing a business. Having support there is a huge plus for a startup.
Hagiwara: Yes. I want to proceed with fundraising by establishing research results and business plans that prove we can deliver solid outcomes. Also, as we grow, talent development will become a challenge for me. I want to focus on clearly communicating our goals and mission to my team members.
Finally, what is your dream for the future?
Hagiwara: I want to continuously provide new data regarding sex to the world and see sexuality recognized as a formal academic discipline. I would also be happy if Unwind's data and business could contribute to countries facing similar sexual wellness challenges as Japan.
Editorial Note
Ms. Hagiwara gave birth to her first child last year. She mentioned that she has noticed many things since starting childcare.
"Walking with a child makes me realize that there are paths that are difficult to walk or move through, which I never noticed when I was alone. I can see landscapes I couldn't see before."
While it has impacted her work, she says, "I learned that even if trouble occurs, there are many people I can rely on if I just ask," providing her with a new appreciation for human kindness and mutual support.
"There are many entrepreneurs who have grown their companies while raising children. I want to spread that positive reality myself."
Despite her busy days, she finds stress relief in "playing with her child along with her husband." These daily experiences may one day benefit the business of Unwind.
■ ICT Startup League
A support program launched in FY2023, sparked by the Ministry of Internal Affairs and Communications' "Startup-type Seed Research and Development Support Project."
The ICT Startup League supports startups through four pillars:
1. R&D Expenses / Hands-on Support
Up to 20 million yen in R&D expenses is provided in the form of subsidies. In terms of hands-on support, the selection committee members who were involved in choosing League members stay close to them even after selection to promote growth. For companies that committee members evaluated as "must-adopt," the members themselves provide continuous support, such as advice on business plans and providing growth opportunities—a truly "devotional" (oshi-katsu style) support system.
2. Discovery & Cultivation
We provide opportunities for learning and networking to encourage the business growth of League members. We also seek to discover those aiming to start businesses in the future to expand the startup ecosystem.
3. Competition & Co-creation
Designed like a sports league, it is a place for positive competition where startups learn together and strive to win the funding they truly need (up to 20 million yen). We also provide a space for co-creation where League members collaborate to expand their businesses through various opportunities, such as sessions with selection committee members.
4. Communication
We share the initiatives of League members in collaboration with the media! By letting more people know about these businesses, we aim to expand the field for new matching and opportunities.
■ Related Websites
Unwind Inc.
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Unwind Inc. (LEAGUE MEMBER)
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ICT Startup League
For more details on STARTUP LEAGUE's startup support, please see here.
