Unlog

What Unlog does

Unlog (ウンログ株式会社) is a Tokyo-based (Shibuya) healthcare marketing platform built around Japan's largest bowel-tracking and gut-health mobile application, the Unlog app, which has surpassed 1.2 million downloads and serves as the core daily engagement surface for gut-health-conscious consumers. The corporation, originally established as Jibun Lab Co., Ltd. on August 8, 2013 by founder and Representative Director Takashi Taguchi, has progressively expanded from a single tracking app into a multi-product consumer media and B2B services company, with editorial sub-brands including the 「腸活Lab」 research portal, 「ウンTube」 YouTube channel, 「うん・トビ!」 journal, and the Kinlog gut-flora testing service.

The business model is dual-sided: a free consumer app (iOS/Android) functions as a top-of-funnel data and engagement asset, while B2B marketing support services — paid, project-based engagements with food and beverage manufacturers, pharmaceutical companies, and functional ingredient makers — monetize the accumulated user base, consumer survey outputs, and editorial credibility. Unlog has cumulatively supported more than 300 B2B clients, with named case studies including a fiber-beverage brand (UGC-driven 2x sales growth), a lactic acid-bacteria beverage brand, a functional ingredient maker (TV exposure-led awareness lift), and Tendo Pharmaceutical (co-developed Boraginol®-linked stool quality features). The Healthcare Media Network partnership with Asken (10M+ members) and NTT Docomo's dHealthcare (12M+ downloads) extends effective advertising reach to approximately 50 million Japanese health-conscious consumers across gut, nutrition, and exercise verticals.

Technology and AI: the app combines structured stool logging and lifestyle habit tracking, while AI capabilities are layered on top — primarily through third-party large language models (ChatGPT for Japanese-language research paper summarization), a recommendation engine for personalized products, predictive analytics on consumer surveys (including immune-aging research), generative AI used to publish novel business concepts, and process automation that the company claims powers more than 50% of internal operations and underpins the June 2026 Food Marketing DX service sold to food manufacturers. No proprietary AI model, in-house training pipeline, patents, or senior AI hires are disclosed, meaning AI is currently a feature-tier rather than foundational capability. Operating geographies are Japan-only; distribution is via app stores, direct B2B sales, and network-level media-buying.

Name

Unlog

Legal name

ウンログ株式会社

Website

https://unlog.co.jp

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Tokyo-based Unlog operates Japan's largest gut health-tracking mobile app (1.2M+ downloads) and provides B2B marketing services to 300+ food, pharmaceutical, and ingredient manufacturers, leveraging proprietary consumer data and a Healthcare Media Network reaching ~50M Japanese health-conscious users.

Ownership category

akta.pro rank

Product category

Healthcare Marketing Services

NAICS

Software Publishers (51321), Media Buying Agencies (541830)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Health, Wellness & Pharmacy Marketplaces (CRAFABAF)

akta.pro secondary industry

Health, Fitness & Wellness Magazines (MPAJAEAD)

Keywords

• Gut health tracking
• Healthcare marketing services
• Consumer insights research
• Wellness advertising platform
• Digestive wellness media

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. B2B Marketing Support Services: Provides comprehensive gut health marketing support to food manufacturers, pharmaceutical companies, and ingredient suppliers. Services include consumer insights research, PR support, marketing strategy development, and campaign execution. Over 300 companies supported across the gut活/ wellness market.
2. Healthcare Media Network Advertising: Through the Healthcare Media Network partnership with dヘルスケア, あすけん, and RiCE magazine, Unlog offers advertising and promotion opportunities to brands targeting health-conscious consumers. Reaches combined audience of up to 50 million users across health, nutrition, and exercise categories.
3. Research Reports and Whitepapers: Publishes periodic research reports on gut health trends, consumer behavior, and market insights. These reports are offered for free download as lead generation and provide paid advisory services.
4. B2B Data and Analytics: Provides data-driven insights to food and pharmaceutical companies for product development and marketing optimization, leveraging accumulated user behavior data from the Unlog platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Unlog operates Japan's largest bowel-movement and gut-health ("腸活") tracking mobile application (over 1.2 million downloads) and uses the resulting consumer audience and behavioral data to provide B2B marketing support services — including consumer insights, PR campaigns, influencer activation, and the newly launched AI-powered "Food Marketing DX" offering — to food, beverage, pharmaceutical, and functional ingredient manufacturers. Distribution is amplified through the Healthcare Media Network partnership with asken and NTT docomo's dヘルスケア, reaching up to approximately 50 million health-conscious consumers.

Product overview

Unlog operates as a healthcare marketing platform centered on its core bowel observation ('観便') and gut health ('腸活') app, supplemented by B2B marketing support services for food, pharmaceutical, and ingredient manufacturers. The platform serves both consumers (ToC: stool logging, gut health tracking, gut flora testing via 'キンログ') and businesses (ToB: marketing campaigns, consumer insights, PR support, and the newly launched AI-powered '食品マーケティングDX' service). Key modules include the healthcare media network (partnering with Asken and dHealthcare), educational content via '腸活Lab', YouTube channel 'うんTube', sampling programs ('ウンといいBOX'), and the 'my腸活' matching platform. Over 300 food manufacturers have utilized Unlog's marketing support services, and the company has conducted numerous consumer surveys and research reports.

Differentiator

Problem solved

Functional benefit

Brands

• ウンログ (Unlog): Core gut health and stool-tracking mobile application with over 1.2 million downloads, helping users monitor stool quality and track gut health habits.
• ウンTube
• ウンドピ！ (Un-topi!)
• ウンログ女子部 (Unlog Women's Division)
• my腸活 (my Gut Activity)
• 食品マーケティングDX (Food Marketing DX)
• キンログ (Kin-log)
• 肠活Lab

Products and services

• Unlog App (ウンログアプリ) Japan's largest bowel-movement and gut-health tracking smartphone application; users record daily stool observations ("観便") and gut-health habits to receive personalized recommendations. Free to download on iOS and Android.
• Gut Health Marketing Support (腸活マーケティング支援)

Quantifiable outcome

• 2x sales growth for fiber beverage brand through social UGC campaigns
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Naito Yuji (内藤裕二)coreOthers · 9 April 2026Collaboration with Professor of Intestinal Bacterial Research at Kyoto Prefectural University of Medicine for '免疫老化' (immune aging) survey. Provided expert commentary and guidance on gut bacteria and immune health relationship for consumer education content.
• Ishii Yosuke (石井洋介)coreStrategic or Co-development Partner · 9 April 2026Collaboration with gastroenterologist and Japanese Poop Society President on '便質改善プロジェクト' (Stool Quality Improvement Project). Co-developed '便質改善サポートツール' and '観便検定' features in Unlog app, and supervised '観便のお作法' (stool observation guidelines).
• Nagase Minami (長瀬みなみ)coreOthers · 9 April 2026Gut health producer and expert collaborator creating content including '観便検定' feature, research commentary, webinar participation, and expert insights for Unlog marketing materials. Published 'ムリしない腸活' book with Naito sensei.
• Tendo Pharmaceutical (天藤製薬)coreStrategic or Co-development Partner · 20 March 2026Joint development of 'Sukkiri Fortune Telling' (すっきり占い) feature combining fortune-telling with stool quality checking, implemented in Unlog app during Colorectal Cancer Awareness Month. Also co-developed '便質改善サポートツール' and '観便検定' features with Dr. Ishii for Boraginol® product marketing.
• Osaka University (大阪大学)minorOthers · 16 May 2025Co-hosted 'ごきげん腸活フェスタ' (Gut Health Festival) with Osaka University Photonics Life Engineering R&D Center and Minoh City. Three-way event connecting academic research, municipal government, and corporate booths for consumer education.
• GOOD GUT PROJECT (teresu × bacterico × O)minorStrategic or Co-development Partner · 10 May 2025Co-creation project expanding gut health perspective beyond individual care to food, travel, education, and workplace wellness. bacterico provides gut bacteria analysis research foundation; partners aim to implement gut health perspective across society.
• NTT docomo (dヘルスケア)coreGTM or Marketing Partner · 20 May 2024Healthcare Media Network partnership enabling Unlog to reach dヘルスケア's 12 million+ downloads alongside あすけん (10M+ members) and RiCE magazine, reaching up to 50 million health-conscious consumers. Combined marketing platform allows brands to reach consumers across gut health, nutrition, and exercise categories.
• asken (あすけん)coreGTM or Marketing Partner · 20 May 2024Healthcare Media Network partnership with AI meal management app having 10 million+ members. Combined reach enables Unlog to access nutrition-conscious consumers alongside gut health-focused users, creating comprehensive health marketing platform.
• Japan Trim (日本トリム)minorGTM or Marketing Partner · 20 February 2024Business partnership to promote understanding of electrolyzed hydrogen water functionality in the gut health market. Includes annual 10,000+ sales demonstrations, co-marketing through customer magazines (500,000 circulation), and app integration.
• Metagen (メタジェン)coreStrategic or Co-development Partner · 6 September 2023Business partnership for personalized gut health product development. Metagen brings proprietary gut environment evaluation technology (Metabologenomics) and 250+ R&D projects; Unlog provides marketing expertise and consumer access. Goal is to reduce barriers for manufacturers to develop evidence-based personalized gut health products and support them through customer acquisition.

Scale indicators4 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• asken: Japanese AI meal management app with 10M+ members and a B2B marketing arm targeting food and health manufacturers. Directly comparable in combining a consumer health-tracking app with B2B marketing services for food/pharma brands, and is a partner inside Unlog's Healthcare Media Network.
• dヘルスケア (NTT docomo): NTT docomo's health app with 12M+ downloads covering exercise, walking, sleep, and weight management. Competes in the Japanese consumer health-tracking category and partners with Unlog inside the Healthcare Media Network.
• FiNC Technologies: Japanese AI health/wellness platform combining consumer health-tracking, AI coaching, and B2B corporate wellness services. Comparable hybrid consumer/B2B model targeting wellness-conscious Japanese users and corporate clients.

Emerging players

• ZOE: UK/US personalized nutrition platform using gut microbiome testing, continuous glucose monitoring, and AI-driven food scoring. Closest international analog in combining gut-health consumer data with B2B insights/science partnerships.
• DayTwo: Microbiome-based personalized nutrition platform with consumer subscriptions and B2B health programs. Comparable in gut-health data-driven recommendations and partnerships with food/pharma ingredient players.
• Viome: Gut microbiome testing and personalized nutrition recommendations company with food/supplement product lines. Comparable gut-health data + consumer product playbook.

Broad incumbents

• Noom: Global consumer health/diet coaching platform combining app tracking, coaching, and B2B wellness services for employers and payers. Comparable hybrid ToC/ToB model with data-driven insights sold to health brands.
• MyFitnessPal: Largest global food and calorie tracking app with substantial health/wellness consumer data and food-brand partnerships. Comparable in app-based food/health tracking data monetization and B2B marketing.

Regional players

• Welbe (INGNIGHT / Welbe Inc.): Japanese personal gym and wellness app that aggregates health-conscious consumers and offers B2B marketing to health/wellness brands. Comparable in pairing a Japanese consumer wellness app with brand marketing services.

Others

• Metagen: Japanese gut-microbiome science and ingredient company with Metabologenomics and 250+ R&D projects. Strategic partner of Unlog and an ecosystem peer in the gut-health evidence and ingredient supply chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@un-tube
• LinkedInlinkedin.com/company/unlog
• Xx.com/un_log

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Unlog