Optician India

HOYA Vision Care Launches SENSEI Innovation Center™ at MIDO 2026

MILAN, ITALY, (January 31, 2026)- HOYA Vision Care introduced its flagship SENSEI Innovation Center™ at MIDO Eyewear Show (31 January-2 February 2026, Milan, Italy), showcasing thoughtful innovations from its HOYA and SEIKO brands and providing immersive, hands-on access to emerging ideas and future development as part of its new strategic mission. The company hosted a press conference exploring emerging trends, breakthrough technologies, and the company's updated brand positioning.

Birthed from HOYA Vision Care's unified mission statement, "Improve Life Through Vision," the SENSEI Innovation Center is the company's flagship innovation hub designed to immerse Eye Care Professionals in the company's 60-year Japanese legacy of precision craftsmanship, advanced R&D, and purpose-driven optical science. Centered in Tokyo and on tour at events across 2026, the SENSEI Innovation Center offers Eye Care Professionals and the Media Community the opportunity to engage with next-generation prototypes, early concepts, and pipeline teasers. It brings together HOYA Vision Care's commitment to developing research­ driven technological innovation that meets contemporary customers' and patients' needs. 

"The SENSEI Innovation Center is a testament to our vision for the future. It brings HOYA Vision Care's craftsmanship and innovative spirit to life in a way that's never been done before," said John Goltermann Lassen, Chief Executive Officer, HOYA Vision Care. "We've created an experience to immerse our valued customers, partners and stakeholders in the heart of our 
heritage, helping them feel the authenticity of our craft, and showcasing our future-forward technological innovations grounded in our mission of improving life through vision."

HOYA Vision Care hosted a press conference at the eyewear show on Saturday, January 31 dedicated to the company's strategic positioning and perspective on emerging trends, revolutionary technologies, and the role it plays in promoting visual wellness worldwide. The company confirmed its decision to unify all brands under its new mission statement. 

"At HOYA Vision Care, we consistently prioritize our customers' needs - delivering simplicity, innovation, and dedicated care and service across every market we serve," said Rainer Burkard, Chief Marketing Officer, HOYA Vision Care. "This unified mission to Improve Life Through Vision across HOYA Vision Care brands ensures Eye Care Professionals experience the same quality products, cutting-edge innovation, and exceptional service when engaging with us - a promise of global consistency rooted in technological advancement and customer partnership." 

During MIDO Eyewear Show, HOYA Vision Care presented five selected vision technologies at the SENSEI Innovation Center: 

• Hoyalux iD MySense: Progressive addition premium spectacle lenses offering presbyopic patients extended vision fields, reduced distortion, and unmatched gaze­shifting performance.
• MiYOSMART Coating Smooth Touch Xtreme (STX): Advanced hydrophobic technology for MiYOSMART myopia control spectacle lenses designed for children's active lifestyles, enhancing clarity and keeping spectacle lenses cleaner for longer.1
• Hi-Vision Meiryo: Innovative multi-layer coating designed to tackle scratches,2 glare,3 smudges, 3 and harmful UV rays4 while delivering exceptional optical clarity and durability in real-world conditions.2
• Sensity Colours: Tinted photochromic lenses that add a fashion-forward touch to everyday wear while offering HOYA's renowned true-to-life visual clarity5 and UV protection. 6
• SEIKO WORLD COLLECTION: A premium portfolio of 30+ new lenses, bringing advanced technology, visual comfort, full UV protection, advanced decentration capabilities, and a highly customizable Pro version, supporting the SEIKO Super Resistant Clear (SRC) coating for clarity and durability.

Oliver Fischbach, Senior Vice President for North America and Vice President for Western Europe, HOYA Vision Care, said: "The SEIKO World Collection represents our commitment to Improve Life Through Vision by elevating the success of our independent optician partners worldwide. By revolutionizing our product offering with DualForm™ Technology across the entire portfolio, even at entry level, we are setting a new industry benchmark for precision and performance that empowers Eye care Professionals to deliver precise patient care with confidence." 

Leaders from HOYA Vision Care on the ground at MIDO Eyewear Show also confirmed that the company will be rolling out its most advanced myopia control spectacle lenses yet, MiYOSMART iQ, across Europe from April 2026. Promising new 6-month clinical evidence on children aged 4 to 12 years old will be presented on MiYOSMART iQ at the Asia-Pacific Academy of Ophthalmology (APAO) Congress, 5-8 February 2026 in Hong Kong, China. 

For more information on HOYA Vision Care, please contact your local HOYA Vision Care representative or visit hoyavision.com. 

About the innovations on display at MIDO 2026: 

• Hoyalux iD MySense: The first progressive addition premium spectacle lenses to integrate each patient's Visual Sensory Intelligence -including tolerance to blur, gaze­refocusing patterns, and posture -directly into the lens design. Powered by lntelliSense Technology, Hoyalux iD MySense offers presbyopic patients extended vision fields, reduced distortion, and unmatched gaze-shifting performance.
• MiYOSMART Coating Smooth Touch Xtreme (STX): Advanced hydrophobic technology for MiYOSMART myopia control spectacle lenses designed for children's active lifestyles, effectively repelling water, fingerprints, dirt and grease, enhancing clarity and keeping spectacle lenses cleaner for longer 1 during active play, sports, and hands-on learning.
• Hi-Vision Meiryo: An innovative multi-layer coating designed to tackle everyday challenges wearers of spectacles face -scratches, 2 glare, 3 smudges, 4 and harmful UV rays4 -while delivering exceptional optical clarity and durability in real-world conditions. 2
• Sensity Colours: Tinted photochromic lenses that add a fashion-forward touch to everyday wear while offering HOYA's renowned true-to-life visual clarity5 and UV protection, 6 with the recently launched range of vibrant colors designed for active, style­conscious outdoor enthusiasts who value health and convenience. The next generation of Sensity photochromic lenses, Sensity 3, will be launched across markets this year.
• SEIKO WORLD COLLECTION: A premium lens portfolio of 30+ new lenses, bringing advanced technology across the entire range -including entry level. Features DualForm Technology for visual comfort, full UV protection even on clear lenses, advance decentration capabilities and a highly customizable Pro version, supporting the SEIKO Super Resistant Clear (SRC) coating for clarity and durability.

References:

1. HOYA data on file. Product assessment report- STX MiYOSMART Green PAR. 06/2025.
2. HOYA data on file. Product assessment report- Hi-Vision Meiryo. 03/2023. No competitive lenses tested reached the same performance values as HOYA in both the HB and SWSC combined.
3. HOYA data on file. Product assessment report- Hi-Vision Meiryo. 03/2023. Hi-Vision Meiryo demonstrates exceptional visual clarity compared to all competitive coatings tested. 56% lower reflectance than major competitor's best coating resulting in exceptional clarity. Hi-Vision Meiryo maintains hydrophobic performance (WCA higher than 100°) up to 5x that of closest competitors resulting in longer lasting clarity.
4. HOYA data on file. 1.50 UV approved claims. 09/22. Claim based on internal assessment according to ISO 8980-3:2022 and is applicable to HOYA branded plastic lenses except 1.50 standard lenses. The following HOYA lenses meet the strictest AS/NZS 1067.1 :2016 standard for 100% protection: 1.50 UV, 1.53, 1.59 CBF, 1.60, 1.67, and 1. 74.
5. HOYA data on file. HOYA internal Product performance assessment Sensity Colours. 02/2025
6. HOYA data on file. HOYA internal Product performance assessment. 11 /2022. According to the UV definition in the EN ISO 8980-3:2022 standard, internal assessment by HVC R&D Laboratories.