Rohto Pharmaceutical, the world's number one eye-drop brand with a hundred-year history, wanted to attract young people for future market potential. But, the younger generations consider eye drops to be irrelevant, have low interest in eye care and do not realize how harsh conditions affect their eyes.

So, to demonstrate what eyes are going through, we held an experimental event no other pharmaceutical, or eye-drop company, had ever attempted.

Artifact-like concept models were exhibited in the gallery, demonstrating how eye-drops can take on the challenges of extreme conditions often encountered in the four featured countries.

For Japan: eye-drops that can be applied while pressing acupressure points.

For Iceland: eye-drops with the defroster mechanism often used in cars.

For Kazakhstan: eye-drops with gyroscope function allowing application wherever you stand.

For Australia: vapor system eye-drops that can be applied facing down, without looking up to the sun.

This exhibit featured innovative and unprecedented concept models in eye-care product development. ROHTO is currently proceeding with plans to take these concepts to the production stage.