[Toppan Printing Co., Ltd.]
Toppan Printing, Waseda University and verified the effectiveness of VR utilization

Toppan Printing Co., Ltd. Toppan Printing, Waseda University and verify the effectiveness of VR utilization Verifying that interest in cultural assets is promoted by VR appreciation Effective use of cultural appeal and new tourism content …………………………………………………………………………………………… Toppan Printing Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo, President: Hideharu Tsuji, Toppan Printing) is the laboratory of Professor Takashi Kawai, Waseda University School of Science and Engineering, and a cultural asset using stereoscopic video (3D) technology We are conducting joint research on new appreciation methods. From this research, we verified that appreciation of cultural property VR content changes the “view” of the viewer’s own cultural property and promotes interest and interest. In addition, a ripple effect that promoted interest in cultural assets with cultural similarities other than the VR content objects that were viewed was also observed. In the future, VR content will be used as a tool to increase interest and interest in cultural properties for disseminating cultural appeal and tourism content, and will be applied to promote improved understanding of Japanese culture for foreign visitors to Japan. The results of this research will be presented at the 24th Annual Conference of the Virtual Reality Society of Japan, which will be held from September 11 (Wednesday) to 13 (Friday), 2019 at the University of Tokyo.
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Image of the verification conducted in this research (center) Supervised by VR work “Japanese crafts treasure color painting Tsumeume tea bowl and Yatsuhashi lacquer box” Production: Tokyo National Museum Production: Toppan Printing Co., Ltd.
■ About joint research of Toppan Printing with Waseda University ・ Background to research Waseda University Faculty of Science and Engineering, Faculty of Fundamental Science and Engineering, Department of Expression Engineering Professor Takashi Kawai’s laboratory and Toppan Printing Co., Ltd. have collaborated to propose and evaluate new ways to appreciate cultural assets using stereoscopic video (3D) technology. It was. Specifically, we proposed a method to deepen the understanding and promote interest and interest by expressing historical video materials and paintings spatially. Prototype 3D content of Ukiyo-e Katsushika Hokusai’s Togashi Hyakukei Through these researches, we have accumulated knowledge about the characteristics of visual expression by 3D cultural assets and their effects on viewers. ・ Purpose of this research In this research, we applied the knowledge and technology accumulated so far to VR, and examined the impact on viewers of cultural property VR content. In particular, the purpose of this study was to evaluate the effectiveness of VR as a communication medium that conveys culture by experimentally examining the effects of VR expression on cultural assets on interest, interest, and understanding. ・ New approach established for this purpose In this research, Toppan Printing Co., Ltd. targeted theater-type VR expression, a platform on which many cultural property VR contents have been produced and released over the long term. And before and after the VR appreciation, we presented still images including Japanese culture characteristics, and measured and analyzed how “viewing” and subjective preference change. In order to control the viewing conditions in the experiment, the “TNM & TOPPAN Museum Theater” attached to the Tokyo National Museum was photographed 360 ° and a VR theater was constructed in the VR space. Using a VR headset with gaze measurement function, we measured and analyzed the gaze points of 15 participants who were experimenting with VR and still images. In addition, after appreciating still images, we asked for answers using a questionnaire about beauty, taste and interest. In the experiment, a VR work for the national treasure “Yahashi Maki-Etsuen box” stored in the museum, “Japanese art crafts treasure, colored picture moon-meat tea bowl, Yatsuhashi Mie-en-en box” (supervised by Tokyo National Museum, produced by Toppan Printing Co., Ltd.) Company). In this content, in addition to the appearance and internal structure of the box, the VR’s unique viewpoint of seeing through the outside from the inside of the box is expressed along with the narration. We also selected three types of still images including Japanese culture: Japanese dance, Japanese tableware, and Japanese room.
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“TNM & TOPPAN Museum Theater” built in VR space VR headset with eye-gaze measurement function
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VR content targeted at the national treasure “Yahashi Maki Raden Box”
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(C) minowa studio amanaimages (C) HIDEAKI TANAKA SEBUN PHOTO amanaimage Photo: Seirin Mondo Remains still image with features of Japanese culture ・ Results obtained in this research From the result of eye gaze measurement, it was recognized that the viewing time was extended to the feature area included in the image after VR appreciation. In the interview after the experiment, I heard that after watching VR, I noticed the texture of kimono and tableware and started to see it. From the results of the questionnaire, the interest in still images after VR appreciation increased. In previous studies, it was shown that the same target still image as VR content was presented, and that the gaze time was extended after VR viewing. In contrast, in this study, a ripple effect was observed on subjects with cultural similarities other than those on VR content. This suggests that VR expression can change the “view” of cultural properties and can be a source of influence that promotes “interest and interest”. In other words, it is thought that it shows the effectiveness of VR expression in communication with cultural assets.
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Gaze point heat map before (left) and after (right) watching VR
■ Future prospects Toppan Printing has accumulated many years of efforts to digitize cultural properties and create VR. In the future, we will continue to research and develop how the representation and meaning of cultural properties can be communicated to viewers by making full use of communication methods that draw out the characteristics of cultural properties VR through such joint research. In particular, we will promote the use of VR as a communication tool for foreigners visiting Japan, such as inbound and tourism, as a means of understanding the diverse cultures of the world, using VR as a communication tool. The
■ About Toppan VR Toppan Printing has developed Toppan VR as a digital archive data representation method for cultural assets since 1977, and has released various cultural assets as VR works. Based on Toppan’s digital archiving technology such as 3D shape measurement, color measurement, and high-definition image processing technology, it generates real-time images as if they were actually there, and has a virtual reality with an overwhelming presence and immersive feeling. We provide experiences for visitors from Japan and overseas. * The product / service names listed in this news release are trademarks or registered trademarks of their respective companies. * The information in this news release is current as of the date of announcement. It is subject to change without notice. that’s all

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