Japan's 'Proof of Human' Push: MEDIROM and World Tackle AI Identity

TOKYO, JAPAN – December 26, 2025 – In a landmark move that blurs the lines between wellness, technology, and digital ethics, Japanese healthcare firm MEDIROM has announced a major collaboration to deploy 'Proof of Human' verification technology across the nation. The partnership with World Foundation and Tools for Humanity (TFH), a company co-founded by OpenAI's Sam Altman, will leverage MEDIROM's extensive physical network to introduce the World ID system, a project designed to distinguish humans from artificial intelligence online using biometric data.

The initiative aims to address a growing global challenge: as generative AI becomes more sophisticated, the ability to trust who—or what—is on the other side of a screen diminishes. By deploying iris-scanning 'Orb' devices in its network of approximately 300 wellness salons, MEDIROM is positioning itself at the center of Japan's efforts to build a new layer of digital trust, a move that could redefine its business and spark a nationwide conversation about privacy in the AI era.

From Wellness Salons to Digital Gatekeepers

MEDIROM, primarily known for its 'Re.Ra.Ku' brand of relaxation and body care salons, is making a bold strategic pivot. The company is leveraging its most valuable asset—a trusted, nationwide physical footprint—to venture into the frontier of digital identity. Under a Master Service Agreement, MEDIROM will operate the verification locations for World ID, earning revenue through operation fees and related services.

This is not a casual experiment. MEDIROM has established a dedicated 'MEDIROM World Proof of Human Task Force' to oversee the full-scale rollout. The plan involves more than just placing Orbs in its existing salons. The company will also establish flagship verification centers and deploy pop-up stores in commercial facilities and public spaces, signaling a deep commitment to making the technology widely accessible.

For MEDIROM, this represents a significant evolution from a health and wellness provider to a key player in Japan's digital infrastructure. The company's leadership sees this as both a new revenue model and a societal necessity. "As generative AI rapidly permeates society, we firmly believe that this new social infrastructure for ‘proving one's humanness’ will become an indispensable foundation for the future digital society," stated Koji Eguchi, President and CEO of MEDIROM, in the official announcement. He added, "We intend not only to grow this initiative into a new revenue model but also to contribute to building trust within Japan's digital society."

This move builds on MEDIROM's previous forays into the HealthTech sector, which include the development of on-demand training apps and the 'MOTHER Bracelet,' a smart tracker used in remote monitoring systems. This track record suggests the company has the technological appetite and operational experience to manage a complex, large-scale deployment.

The Mechanics of 'Proof of Human'

The technology at the heart of this initiative is World ID, a system designed to function as a global digital passport. The verification process relies on a custom-built, high-tech biometric device called the Orb. This polished, silver sphere captures a high-resolution image of a person's iris, which is mathematically unique to each individual.

Crucially, the system is designed with privacy as a central tenet. The Orb processes the iris image on-device to create a unique, numeric 'IrisCode.' This code is an abstract mathematical representation, not the biometric image itself. According to Tools for Humanity, this code cannot be reverse-engineered to reconstruct the original iris image. Once the IrisCode is generated, the original images are permanently deleted from the Orb. The code is then checked against a database of all existing codes to ensure the person has not registered before, thereby guaranteeing one unique identity per person.

To further protect privacy, the system utilizes zero-knowledge proofs (ZKPs), a cryptographic method that allows a user to prove they have a valid, human-verified World ID without revealing any underlying personal data or the IrisCode itself. This enables anonymous-yet-verified interactions online. The World ID is stored on the user's personal device, giving them control over their own data. This 'Personal Custody' model is a core feature, ensuring that neither Tools for Humanity nor any third party holds a central repository of biometric information.

Navigating a Landscape of Privacy Concerns

The project, however, does not arrive in Japan without a history of international scrutiny. As Worldcoin has rolled out its Orbs globally, it has faced significant pushback from data protection authorities concerned about the mass collection of sensitive biometric data. Regulators in Kenya, Spain, and Portugal have ordered temporary halts to data collection, citing concerns over transparency, the processing of data from minors, and overall compliance with privacy laws like Europe's GDPR. Investigations are also underway in countries like France and the United Kingdom.

In Japan, the rollout will be tested against the country's robust Act on the Protection of Personal Information (APPI). Under Japanese law, biometric data such as iris scans is classified as 'sensitive personal information,' which requires explicit and informed consent from individuals before it can be collected. The Personal Information Protection Commission (PPC), Japan's independent data watchdog, will undoubtedly monitor the initiative's compliance closely, focusing on how MEDIROM and its partners explain the process to users and handle cross-border data transfers.

Recognizing the local context, Tools for Humanity has emphasized its commitment to working within Japan's framework. "Japan has long been a global leader in adopting technology that improves everyday life, and we believe Proof of Human will become essential digital infrastructure in the age of AI," said Tomoe Makino, General Manager of Tools for Humanity Japan. The collaboration with MEDIROM, a familiar and trusted local brand, is a strategic choice to build public confidence. "By collaborating with MEDIROM, which has deep roots in communities across the country, we can bring World ID to people in trusted, familiar spaces," Makino added.

As the first Orbs begin to appear in familiar community spaces, Japan will become a key testing ground for whether humanity's digital future can be secured one iris scan at a time.