Cellid is a company that develops advanced display modules, including high-performance waveguides and micro-projectors for AR glasses, alongside spatial recognition software to enable lightweight, immersive augmented reality experiences. Pulse 2.0 interviewed Cellid CEO Satoshi Shiraga to learn more.
Satoshi Shiraga’s Background
Screenshot
Could you tell me more about your background? Shiraga said:
“I began my career in particle physics, conducting research at CERN, Fermilab, and INFN in Italy. That work involved parallel computing systems and advanced simulation—skills that later proved invaluable in optical design. I earned a master’s degree in physics from Waseda University, where I also served as an invited researcher. Those experiences gave me both a scientific and computational foundation that I carried into entrepreneurship and ultimately into founding Cellid.”
Formation Of The Company
How did the idea for the company come together? Shiraga shared:
“When we founded Cellid in 2016, our insight was that AR glasses could become the “next smartphone”—the natural device for spatial recognition and seamless digital-physical interaction. But in early research, we realized the display hardware was the bottleneck: existing optics were too bulky and impractical for everyday eyewear. Because no viable solutions existed, we set out to develop AR lenses as thin and light as ordinary eyeglass lenses—an effort that became the foundation of our company. My role as CEO is to guide our product direction, partner ecosystem, and roadmap—bringing together waveguides, micro projectors, and software into reference designs that make AR glasses both technically viable and user-friendly. As there were no solutions available to address those bottlenecks, I decided to create AR lenses that were as thin and light as eyeglass lenses.”
Favorite Memory
What has been your favorite memory working for the company so far? Shiraga reflected:
“Watching our technology in real-world pilots has been especially rewarding. One highlight was seeing Tokyo convenience-store employees and shoppers test our AR glasses in partnership with a large consumer retailer and SMBC Group—using them for product recognition, coupon delivery, and payments. More than 300 people participated, and over 80% reported satisfaction with the experience. Fewer than 5% raised display concerns, which validated that our optics were meeting user needs.”
“There are countless memorable moments. The work is extremely demanding but also incredibly fun. One that stands out is when we decided to debut our first AR display prototype at CES in Las Vegas. At the time, we had no working product yet—but we reserved the booth anyway. As the deadline approached, the prototype still wasn’t ready. The frame didn’t fit, parts had to be shaved by hand, and we worked late into New Year’s Eve to assemble it. We even continued finishing touches in Las Vegas just before the show opened. Despite the chaos, when visitors finally tried the prototype, almost everyone said, ‘this is amazing.’ That validation was deeply rewarding.”
“Moments like that—when customers who tried our technologies tell us, ‘This will change the future’—have not only been the most fulfilling part of my journey, but also a continuous source of motivation for our evolution. Over the years, those early experiences pushed us to keep refining our products, developing new ones, and advancing our technology from rough prototypes into today’s fully engineered systems that are now ready for mass production.”
Core Products
What are the company’s core products and features? Shiraga explained:
“Waveguides: We design both plastic and glass waveguides. At a 30° field of view, optical performance is nearly identical. Our plastic waveguides are significantly lighter than glass, approximately 5 grams per monocular unit versus around 8.2 grams for glass. This reduced weight contributes to overall wearability and comfort for everyday use. That weight advantage lets us either reduce overall device weight or increase battery size while preserving comfort. Importantly, our plastic waveguides have passed certified impact tests in both the U.S. and Japan—whereas glass typically risks shattering without heavy coatings.”
“Micro-projectors: Compact, high-efficiency engines delivering wide field of view (up to 60°) in eyewear-sized frames.”
“Precision Fit Lenses: Prescription-ready lenses that integrate diopter correction with optical control—solving a critical adoption barrier.”
“Cellid SLAM: Our spatial recognition engine for mapping and self-localization.”
“Reference Design: eyeglass-type augmented reality (AR) smart glasses with a superior design and light weight. Together with above products, this Reference Design can adapt for consumers and enterprise AR glasses.”
Challenges Faced
Have you faced any challenges in your sector of work recently? Shiraga acknowledged:
“The toughest challenge is miniaturization—fitting advanced optics into a lightweight, stylish eyeglass form without sacrificing brightness, safety, or clarity. Battery life is also a major constraint: under high-brightness, wide-FOV spatial computing loads, small batteries can drain quickly. We address these challenges through AI-powered optical simulation, careful material selection, and innovation in waveguide design. Our world-first full-color plastic waveguides improve comfort, extend usable battery life, and pass durability standards, making AR glasses suitable for daily wear. In close collaboration with our manufacturing partners, we have also overcome hurdles in production yield and impact resistance, ensuring our technology is ready for mass deployment.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Shiraga noted:
“We began with optical design and simulation but quickly expanded to full-stack innovation—developing proprietary simulation tools, new materials, and novel manufacturing processes. These efforts led to two breakthroughs: the world’s largest FOV 60° glass waveguide and the world’s first full-color plastic waveguide, which won the 2024 SID Display Component of the Year award. Considering that most everyday eyeglass lenses are plastic for reasons of weight and durability, we see this as a critical step toward mainstream adoption. Today, our portfolio includes waveguides, micro-projectors, prescription-ready lenses, and spatial recognition software, all integrated into reference designs. This marks our evolution from an optics provider into a full AR solutions company.”
Significant Milestones
What have been some of the company’s most significant milestones? Shiraga cited:
- Cellid, Jig.jp and Boston Club Jointly Develop AR Glasses
- Cellid SLAM (JP)
- FOV60 (JP)
- The world’s first full-color plastic waveguide showcased at CES 2024
- SID 2024 Display Component of the Year for our plastic waveguide.
- Forbes Asia 100 To Watch 2024
- Launching our Reference Design in October 2024
- Pegatron Verge AR Glasses powered by our laminated waveguide.
- Additional financing in 2025 to expand manufacturing.
- Google for Startups “Founders at Campus” selection (Tokyo hub).
Customer Success Stories
Can you share any specific customer success stories? Shiraga highlighted:
- Brand name convenience store retailer/SMBC pilot: Over 300 participants tested AR shopping with product recognition, coupons, and payments; 80% reported satisfaction.
- Shibuya Ward construction trials: Remote supervision and material verification improved site efficiency and cut travel time.
- CREST project in healthcare: We are validating AR glasses with surgeons to surface critical information during procedures.
These examples show AR glasses solving and demonstrate practical value in real-life and industrial applications.
- Retail pilot: Over 300 participants tested AR shopping with product recognition, coupons, and payments at a major convenience store. More than 80% reported satisfaction.
- Construction trials (Shibuya Ward): Remote supervision and material verification improved site efficiency and reduced travel time.
- Healthcare (CREST project): AR glasses are being validated with surgeons to provide real-time critical information during procedures.
Funding/Revenue
Are you able to discuss funding and/or revenue metrics? Shiraga revealed:
“In 2025, we announced two rounds of financing: a US $13 million round led by the Development Bank of Japan, and a subsequent round of over US $7.5 million. This brings the cumulative total to approximately 6.4 billion yen (US $42.9 million) to date, which will be used to accelerate the development and production of AR displays. Earlier, we announced a strategic investment from TEL Venture Capital and a capital alliance with GIS. While we are not disclosing revenue figures at this time, with support from strategic partners and investors both domestically and internationally, Cellid continues to grow steadily. Specifically, to support the mass production of optical modules, we are strengthening our collaboration with global manufacturing partners such as the Foxconn Group’s GIS and TEL. This will build a solid foundation to support everything from technological development to commercialization.”
“Our primary objective is to realize a future where AR glasses are used daily as quickly as possible. To this end, we are allocating funds and revenue clearly, actively investing in R&D, mass production systems and ecosystem development.”
Total Addressable Market (TAM)
What total addressable market (TAM) size is the company pursuing? Shiraga assessed:
“Our near-term TAM is the AR smart glasses market and enabling optics. We believe AR glasses will eventually become as ubiquitous as smartphones, with a comparable scale in unit volume. Our long-term vision is for AR glasses to be everyday devices owned by everyone—an addressable market in the hundreds of millions, if not billions, of units. For us, the opportunity is to be the go-to optics partner as AR moves from pilot deployments into everyday eyewear.”
Differentiation From The Competition
What differentiates the company from its competition? Shiraga affirmed:
“Cellid’s unique strength lies in delivering end-to-end capability—from optical design and software to scalable mass production. While many competitors specialize in just one domain, we integrate hardware and software and partner with world-class manufacturers such as Foxconn Group’s GIS and TEL. In addition, our collaboration with jig.jp and Boston Club demonstrates how we bridge advanced optics with consumer-ready design and digital services, accelerating the transition from prototypes to wearable everyday products. Our pioneering work in full-color plastic waveguides sets us apart: combining durability, lightweight design, and cost competitiveness, while still offering glass waveguides where maximum optical performance is required. Because most consumer eyewear relies on plastic, we believe plastic waveguides are essential for mass-market adoption. As one of the few companies capable of producing both glass and plastic waveguides, we can flexibly meet the needs of diverse use cases. Ultimately, our differentiation is not just in the device technology itself, but in our commitment to enabling AR experiences that seamlessly integrate into everyday life.”
Future Company Goals
What are some of the company’s future goals? Shiraga emphasized:
“Cellid’s vision is to create a world where AR devices are seamlessly integrated into daily life, making both work and everyday experiences more convenient and comfortable. To achieve this, AR glasses must evolve into the natural successor to the smartphone—lightweight, intuitive, and effortless to wear. To move toward this future, we are collaborating with global manufacturing partners to secure a reliable supply chain for lightweight, high-performance, and cost-competitive products. At the same time, we are building an ecosystem where partners and enterprise users can grow together, ensuring that a wide range of people can fully benefit from the value of AR.”
Additional Thoughts
Any other topics you would like to discuss? Shiraga concluded:
“AR glasses realize their true value not only through waveguides and optics, but through the entire ecosystem of hardware, software, and services. At Cellid, we are actively collaborating with partners across industries to develop use cases such as enhanced retail experiences, remote support, translation, and spatial information applications. These initiatives not only improve UX but also help us refine essential product qualities such as comfort, battery efficiency, and durability. The knowledge gained directly informs product improvements, bringing us closer to delivering AR glasses that are both practical and enjoyable for everyday use.”
