Case study - Cynteract

Cynteract was born in Germany from a personal encounter with the challenges of rehabilitation. When a close friend of the founder suffered a stroke, they spent two years performing monotonous rubber-ball exercises. This experience sparked a simple but powerful question: Why must rehabilitation be tedious and demotivating?  

From that insight emerged the idea of a smart, gamified glove—combining precise movement tracking with engaging software to turn therapy into play. What started as a school project quickly gained momentum. The founders took part in “Jugend forscht”, the largest European competition for young scientists. In 2016, they showcased their prototype at Ars Electronica, an international fair. The Aachen-based startup gained valuable experience exhibiting at these fairs and, from 2016 onward, began mass-producing its products and expanding internationally. 

Why Japan

Cynteract identified Japan as a strategic market for several reasons: 

• Innovation-Friendly Approach to Healthcare - Japan leads the world in integrating robotics into medical practice. Clinics and hospitals actively adopt robotics, making it an ideal environment for Cynteract’s gamified rehabilitation solutions.
• Cultural Embrace of Gamification - Japanese patients and practitioners readily welcome character-driven interfaces and “joyful” designs. Unlike many European markets, consumers there expect and enjoy playful, engaging experiences in daily life, whether at train stations or in digital entertainment.
• Demographic Imperative - Japan’s rapidly aging population drives growing demand for preventative and restorative therapies.  

Challenges 

Language is one of the most obvious barriers. However, the help of professional translators at trade fairs overcomes this issue. Concerning Japanese business practices, they often proceed at their own pace; a non-committal “yes” requires careful interpretation. Cynteract learned that patience and trust are key to securing long-term partnerships in the land of the rising sun. 

Advice for European SMEs 

Unlike what is common in Europe (scheduling a meeting with a company “on the spot”), in Japan, you have to invest in building your network, participating in trade fairs and studying the market. Underestimating the importance of these relationships can delay market entry and limit your company’s growth. Moving forward, as Japan is further opening up its doors to European innovators, companies that invest early in local alliances and cultural understanding will find a highly receptive environment and an unparalleled opportunity for expansion. 
 
Text based on interview with Mr. Gernot Sümmerman, Co-Founder and CTO of Cynteract GMBH.

More case studies here.

Published: June 2025