Yamaha Motor Co., Ltd. and Ritsumeikan University have started a joint research on cross regional value creation project by combining both parties’ resources. The theme of the project focuses on discovering the meaning of impression (KANDO) in human life and what are the functions of KANDO.

Toward clarification and social implementation of KANDO, separate groups will look into the psychology study, physiology study, brain science study, and branding, and will respectively conduct research on the clarification, numerical conversion, visualization, and branding of KANDO.

Ritsumeikan University will lead the conduct of research, while Yamaha Motor will provide research support and feedback. The university will consider applications of KANDO to technologies and products in the future.

Hiroyuki Yanagi, Chairman and Director of Yamaha Motor Co., Ltd. and Tadao Isaka, Vice President for Student Affairs, Admissions & Integrated Education and Professor of College of Sport and Health Science at Ritsumeikan University are the project owners.