We had the opportunity to interview Mr. Ikoma, the
representative of ICOMA Inc., who showcased their booth and
demo space at SusHi Tech Challenge 2024. The company was
honored with the "Fantastic Startup Award," which is given
to the startup with the most impressive booth according to
visitor surveys.
ICOMA is a Japan-based startup specializing in the
development of innovative mobility products. Their foldable
electric bike, the "TATAMEL BIKE," has been highly praised
for its compact and multifunctional design. It was also
recognized with an "Innovation Award" at CES 2023, one of
the world's largest electronics trade shows. By blending
Japan's advanced technology and refined design, ICOMA is
steadily enhancing its presence in the global market.
- ―――Congratulations on receiving the "Fantastic Startup Award" at SusHi Tech Challenge 2024! Today, we’d like to look back on SusHi Tech Tokyo 2024, hear your thoughts, and learn more about your company’s initiatives.
- ―――To start, could you share your overall impressions of SusHi Tech Tokyo 2024? How was the experience for you?
-
We have been participating since City-Tech Tokyo
2023*1, and compared to that event, we felt
that SusHi Tech Tokyo 2024 had grown significantly in
scale. The booth design and overall atmosphere of the
venue incorporated various elements modeled after global
events, making the exhibition highly sophisticated as a
whole.
Additionally, the quality of visitors was exceptionally high. We had the opportunity to exchange business cards with many decision-makers, including investors and key representatives from major corporations. In contrast to other mobility-focused exhibitions that tend to attract mostly general visitors, the ability to directly connect with such influential individuals was incredibly valuable.*1 City-Tech Tokyo was a global event hosted by the Tokyo Metropolitan Government and served as the predecessor of SusHi Tech Tokyo. (https://city-tech.tokyo/)
- ―――Could you share the specific outcomes you achieved by participating in SusHi Tech Tokyo 2024?
-
The biggest achievements were gaining media attention
and strengthening connections with investors. The press
release we issued during SusHi Tech Tokyo 2024 led to
feature articles on the "TATAMEL BIKE," which generated
significant buzz. Additionally, through networking at
the event, we connected with several investors and are
now in concrete discussions regarding funding.
In terms of medium- to long-term goals, our company is driven by a strong desire to promote Japanese culture globally. Leveraging Japan's expertise in creating intricate, transformable toys and vehicles, we aim to actively showcase Japanese products to the world.
Moreover, the "Fantastic Startup Award" we received this time is an excellent credential for external promotion. We are already using it actively in our subsequent PR activities.
- ―――This time, you achieved the excellent result of winning the "Fantastic Startup Award." Are there any particular points you focus on or creative efforts you make when exhibiting?
-
What we prioritize most in our exhibitions is creating a
booth design that allows visitors to instantly
understand our business and the features of our product.
For example, we use monitors and posters within the
booth to visually showcase the problems our product
solves and the scenarios in which it is used.
Having seen many startup booths in the past, I’ve often noticed that while the products or services themselves are highly appealing, the booth design is too simple or overly reliant on text, making it difficult to convey the core message. I find this to be a missed opportunity. With SusHi Tech Tokyo 2025 including a public day for general visitors, I believe having an intuitive and eye-catching booth design will be even more essential.
- ―――Regarding the public day for general visitors, what do you think is its appeal from the perspective of exhibitors?
-
The greatest appeal of the public day is the opportunity
to receive direct feedback from end users. With an event
like SusHi Tech Tokyo 2025, which hosts both a business
day for professionals and a public day for general
visitors, exhibitors can gather feedback for both B2B
and B2C aspects of their products in a short period of
time.
For young startups, in particular, this provides a valuable opportunity to use the event as an early-stage POC (Proof of Concept), gaining broad feedback and understanding the gap between opinions from businesses and consumers. This kind of insight is incredibly important for refining their offerings.
- ―――Finally, could you share a message for startups considering participating in SusHi Tech Tokyo 2025?
-
SusHi Tech Tokyo is an excellent platform to showcase
your products and vision to a wide audience. It’s a
valuable opportunity to interact directly with visitors
from diverse backgrounds and explore new possibilities
for business expansion.
Above all, I believe this event represents more than just an exhibition—it embodies Tokyo’s initiative to drive momentum and excitement across Japan’s entire startup ecosystem.
I encourage all startups to come together as part of this “festival” and help make SusHi Tech Tokyo even more vibrant and impactful!
-
■ Profile Information
Company: ICOMA, Inc
CEO: Takamitsu Ikoma
Country: Japan
Website:https://www.icoma.co.jp/en
Overview: ICOMA Inc. envisions itself as a "transformer that continues to create products adapting to societal changes and shaping the next era." The company specializes in the planning, design, and development of products, focusing on mobility, robotics, and hardware devices, including its self-developed “TATAMEL BIKE”.
The “TATAMEL BIKE” is a foldable electric bike that does not require a parking space. Its side panels can be customized according to the user's preferences, adding a personal touch to its innovative design. -
■ SusHi Tech Tokyo 2025
＜SusHi Tech Tokyo 2025＞
Dates: Thursday, May 8 – Saturday, May 10, 2025
Venue: Tokyo Big Sight
For information on startup booth exhibitions at SusHi Tech Tokyo 2025, please visit here.
（https://sushitech-startup.metro.tokyo.lg.jp/en/booth-exhibition/）
To apply for the pitch contest "SusHi Tech Challenge 2025," please visit here.
（https://sushitech-startup.metro.tokyo.lg.jp/en/pitch-contest/）