Jul 312014

Digi-Eye is a product that launched in Japan on July 15th, and has some overseas fans confused over what it really is. Is it an eye drop, or an augmented reality app for your smart phone? It’s actually both. Sort of.

Rohto is a Japanese pharmaceutical company that offers a variety of skin and eye care products. They recently collaborated with Crypton Future Media to feature Hatsune Miku as the character to help promote their latest eye care product named “Digi-Eye”. This specially formulated eye drop was created to help offer protection from “blue light”, specifically the kind of light emitted by screens from computers or mobile devices.

A chart showing the light range that Digi-Eye helps protect against.

It’s a well known fact that staring at screens for extended periods of time can cause eventual fatigue and long term eye damage, so this product was created to relieve these problems. But how would Rohto go about getting such a specific product off the ground? Using a digital character like Miku to help promote a product aimed at digital device users seemed like a perfect match.

Digi-Eye’s packaging had many design ideas during development.

Rohto brought in the illustrative talent of Yunkeru to create the artwork that would be used on the Digi-Eye official website, as well as the promotional videos.

Digi-Eye promotional illustration by Yunkeru. Hatsune Miku, © Crypton Future Media, Inc. 2007

The promotional video (seen below) also teases the upcoming release of an AR application for iOS. While the app is currently available for free on the global iTunes store, the live performance functions of the application will remain locked until August 3rd. You also need the product packaging to make the application work (or perhaps a good photo of the box). The music that will be featured in the app was composed by Mitchie M, who also helped direct the development of the AR application.


The release of Digi-Eye within Japan has been largely successful, with product availability expanding to many stores. Twitter has also blown up with parodies of fans placing the image of the product box over the face of various characters (as seen above). Rohto has also announced they will have a Digi-Eye booth set up at the upcoming Magical Mirai 2014 concert event in Osaka.

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About jrharbort
A Hatsune Miku fan since December 2007, jrharbort joined MikuFan.com as the Head Writer in October 2011, and enjoys sharing news with other fans around the world. You can follow him on Twitter at @jrharbort!
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  • Darrin Lin

    Interesting… but don’t we already have software (like f.lux) and glasses (like GUNNAR) to remedy this problem? The iOS app it pretty neat though haha. I like the VR stuff.

  • whollibaugh .

    I bought some in Japan, on a recent trip. Cost me 700yen at a drugstore in Tokyo (not cheap, imo).

    I’ve used them before a good lengthy night at the PC and I think my eyes felt less tired during the night. But, who knows if they really work as advertised.

  • *ageha // (AELITA)

    The biggest worry for me is the long-term effect such eye drops would have on one’s visual health.

    Eyes are never an easy thing to fix once they’re damaged, and seeing as these seem to be freezing our eyes’ abilities to see blue light intensively for a short period of time, I don’t think this would be good for our eyes in the long run.

    Then again, this is the girl who doesn’t even like putting contact lenses in, so I might just be a scaredy-cat, for all I know. @.@;;;

  • Len K Wall

    what wait i thought it just a print out
    were do i get i do not live in japan or china

  • Claire Tuquib


  • jrharbort

    Your question is confusing, but the answer is Japan, of course.

  • jrharbort

    Those details would be on the Rohto DigiEye site in Japanese.

  • Len K Wall

    ok thanks