In the ever-evolving world of startups, finding the right ecosystem with the same-minded stakeholders is the key. During Jyväskylä Business Rally Investor Day 2024, we sat down with Yuichiro Niijima, the founder of xCura, a Japanese startup focusing on VR-based pain control. With 7 other startups, xCura recently participated in Investor Day after setting its sights on Jyväskylä as its next potential strategic hub. We interviewed Mr. Niijima about xCura’s motivations and experiences in the innovation environment in Finland and Jyväskylä.

Discovering Jyväskylä through local connections

xCura’s journey to Jyväskylä began with local connections.

”I had visited Finland several times before and during one of my visits, I connected with Haruka Arai, the Executive Director of Central Finland Mobility Foundation. Through this connection, I learned about Jyväskylä and its innovation environment. I like compact, well-connected innovation ecosystems like Fukuoka in Japan, our current home base—I saw resemblances between Fukuoka and Jyväskylä and started to consider Jyväskylä as our next location,” explains Mr. Niijima.

Initial impressions of Finland

The initial impressions of Finland were positive.

”The culture in Finland is very similar to Japan in terms of personal space and communication. I also sensed that Finland is very acceptive towards foreigners compared to Japan. For example, I could see that from the user experience in public services–simple things like train announcements before the departure in English make a big difference,” Mr. Niijima reflects.

Comparing opportunities in Japan and Jyväskylä

The decision to expand into Finland, specifically Jyväskylä, was driven by strategic needs.

”We aim to expand into Europe from Finland. We focus on VR-based pain control, especially for the elderly. In Japan, strict medical regulations and rigid hierarchy in the medical field make it challenging to introduce new technologies. In comparison, Finland’s open and direct culture, particularly in Jyväskylä, fosters collaboration and innovation. Here stakeholders from different fields work together seamlessly, making it easier to take novel ideas forward and connect with the right people,” Mr. Niijima explains.

”Unlike Japan, Finland is less risk-averse when it comes to new research. This openness accelerates innovation. Conducting research in Jyväskylä and achieving societal integration here can enhance our credibility and speed up acceptance in Japan,” Mr. Niijima shares.

Impressions of Jyväskylä’s startup landscape from Investor Day 2024

Pitching in Jyväskylä provided a fresh perspective to xCura.

”Compared to Silicon Valley for example, the startups here are polished in their presentations, putting more effort on design and clear communication. Especially Finnish startups put a lot of thought into storytelling,” Mr. Niijima notes.

To xCura, the feedback from the local startup community was encouraging, particularly for the focus on VR-based pain control.

”Many acknowledged the need for managing chronic pain without heavy reliance on medication, indicating strong demand and a supportive development environment in Jyväskylä.”

To xCura, the startups in Jyväskylä also exhibit unique characteristics, especially in mobility and collaboration.

”There is a strong focus on combining mobility solutions with other fields here, with companies like Toyota involved in local projects. This collaborative spirit aligns well with our vision,” Mr. Niijima explains.

Personal experiences and expectations in Finland

Concluding the interview, Mr. Niijima shares their excitement.

”I’m looking forward to exploring Jyväskylä’s nature and enjoying the cooler climate. The city is compact and relaxed, much like my hometown Fukuoka. I can’t wait to immerse myself in the local culture and make the most of my time here,” he says with a smile.

Text: Netta Hongisto / Cefmof (Central Finland Mobility Foundation)
Picture: Jaakko Jylhä / DEED Creative