Mitsuhiko Fujii
From field practice to research—and back to society.
Fujii studies the moment when people understand, decide, and finally take action. His work connects psychology, Human-Computer Interaction, regional fieldwork, digital marketing, social media, and AI.
Psychology, communication, and twenty years of practice
Born in Fukuoka in 1972 and raised in Shinjuku, Tokyo, Fujii graduated from Aoyama Gakuin University, where he studied psychology in the Department of Education. He has worked independently as a web marketing consultant for more than twenty years and is currently based in Nasu, Tochigi, Japan.
His specialty is identifying why valuable ideas, places, and experiences fail to reach people, then restructuring them into forms that can be understood and acted upon.
Marketing is the design of decision-making.
Fujii’s work began not in a laboratory but in business practice. Across restaurants, IT, software, entrepreneurship, publishing, and regional projects, he repeatedly observed the point at which information becomes conviction—and conviction becomes action.
At what moment does a person become convinced enough to act?
This question now forms the common foundation of his research in HCI, social media behavior, regional tourism, and human-centered AI.
Save → Plan → Impulse
Fujii’s paper was accepted for presentation at HCI International 2026 and publication in Springer Nature’s Lecture Notes in Computer Science.
Based on sixty days of field observation in Nasu, the study examines how Instagram, YouTube, and TikTok tend to support different stages of tourist decision-making: saving a place for later, planning a visit, and experiencing an immediate impulse to act.
Read the international research summary →Nasu as a living research field
Since 2024, Fujii has conducted field-based media and tourism research in the Nasu region. Through Nasupara TV, he has visited local restaurants, cafés, tourism facilities, and cultural sites, translating their often-invisible value into short-form video.
The resulting observation data—468 videos and more than three million impressions—became the empirical foundation for the Save → Plan → Impulse model.
Explore the Nasu fieldwork →Making complex subjects understandable
Since 2013, Fujii has worked as a manga story creator, author, producer, and researcher. His projects address social, economic, political, technological, and philosophical subjects by reading extensively, analyzing their underlying structure, and translating them into accessible narratives.
Xbrains Inc.
- Founded
- March 2011
- Founder & CEO
- Mitsuhiko Fujii
- Location
- Nasu, Tochigi, Japan
- Work
- Web consulting, manga production, AI marketing, regional digital transformation
Research, media, and speaking inquiries
Inquiries are welcome from researchers, universities, media organizations, tourism bodies, local governments, and businesses interested in HCI, regional tourism, social media behavior, and human-centered AI.
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