LUNDATTE Co., Ltd. (Chuo-ku, Tokyo; CEO: Chiaki Kimura), developer of seamless high-waisted boxer shorts, Cho-ii Pants®, which support men's health management, has been selected as one of 15 companies for the first batch of the DMZ JAPAN program run by the Canadian startup support organization DMZ. To develop sales channels in Canada, the company will visit Toronto, Canada from August 17th (Sun) to 31st (Sun), 2025, to interview potential customers, hold business meetings with buyers, and pitch to investors.
Armed with our patent-pending comfortable structure and unique product development capabilities that focus on intestinal health, we aim to grow as a global brand.
LUNDATTE is a D2C brand that designs, manufactures, and sells high-waisted boxer shorts called "Cho Ii Pants®" for men who suffer from intestinal disorders and cold sensitivity. The unique, patent-pending structure (seamless, no elastic waistband, reversible design) and the design that pursues everyday comfort from a new perspective of intestinal health have been highly praised, and sales have been steady since the general release in July 2024.
Additionally, during gift-giving seasons such as birthdays, New Year's, and Valentine's Day, demand is growing for these products as "gifts that show concern for the health of loved ones." Some female users are also favoring these products for their comfort and simple beauty, expanding their potential as unisex items.
Because they are woven using a special method using a single strand of yarn, they are less likely to pill even after washing and are highly rated by many users for their pleasant feel. Furthermore, because they are highly stretchable, they are particularly popular with Westerners, who tend to be larger than Japanese people, who say they are "comfortable and not restrictive," and the company is exploring the possibility of expanding into the United States, the birthplace of boxer shorts.
This visit to Toronto is the second in a series of North American inspections, following a visit to New York in 2024 as part of Tokyo's APT Women program for developing female entrepreneurs. The objectives of the visit are to verify the needs of the North American market, build connections with select shops and buyers, improve products through consumer interviews, and investigate the possibility of establishing an overseas subsidiary in the future.
Furthermore, due to concerns about the impact of the recent Trump tariffs, the company is considering starting its North American expansion in Canada. Toronto, in particular, is known as a multicultural city with a high level of interest in health and wellness, making it easy to gain feedback from a diverse range of consumers, and LUNDATTE sees it as the ideal base for market validation.
About DMZ JAPAN
DMZ is a global tech incubator headquartered in Toronto, Canada, that has supported over 1,800 startups, raised a total of $2.78 billion in funding, and created over 5,000 jobs. With offices in over 15 countries, it has formed a global entrepreneurial support network.
In 2023, DMZ was selected as the first Canadian incubator partner for the Japan External Trade Organization (JETRO)'s Global Acceleration Hub, which will enable the company to work with JETRO to support the overseas expansion of Japanese startups.