InTheTech: A Korean Shift in Digital Cognitive Health

From our first meeting with the InTheTech team at CES 2024, it was clear to us at AraGeek that this was not a company moving at random. Ahead of CES 2026, we met the team again in Seoul during the Global Media Meet-up, hosted at the offices of Aving News, alongside international media including DigiTimes, Innovation & Tech Today, and Vietnam+.

One year later, the difference was tangible. We were no longer looking at an early-stage idea, but at a company with a clearer vision, more mature products, and a growing role in reshaping how cognitive health is approached in the digital space.

The journey is led on the global front by Heejae Lee, Head of Global Marketing, yet what defines InTheTech goes far beyond communication. The company focuses on prevention, diagnosis, and cognitive rehabilitation through accessible, scientifically grounded digital tools. In our view, this is one of the most sensitive areas of digital health—and one of the most overlooked.

InTheTech’s latest product, EYAS, is designed specifically for children with ADHD. The idea appears simple on the surface, but its execution is precise. Using only a smartphone camera, EYAS relies on eye-tracking technology to measure attention levels in real time.

Heejae Lee explained to us that eye tracking is the core differentiator behind the solution. Artificial intelligence analyzes gaze stability, distraction patterns, and eye behavior during interaction with content, producing what the team refers to as an “attention index.”

Based on these insights, the application recommends personalized exercises developed in collaboration with neurologists and cognitive rehabilitation specialists. These are not casual games, but therapeutic modules that have undergone clinical testing. The solution has already been tested on more than 200 children at Hanyang University, with positive results in improving attention levels.

What stood out to us is how completely non-intrusive the experience is. No external devices, no wearables—just a smartphone. Parents can monitor progress through a dedicated interface, turning therapy into a continuous process rather than an isolated clinical session.

Perhaps most importantly, EYAS is currently on the path toward FDA approval, a step that could allow its integration into formal healthcare systems and insurance frameworks, particularly in the United States.

While EYAS is focused on children, Cog Play addresses a much broader audience. Here, InTheTech poses a practical question: what about patients who cannot visit clinics on a regular basis?

Cog Play is a full B2C solution available on smartphones, offering more than 200 clinically validated therapeutic content modules. These include cognitive games, attention assessments, memory exercises, and focus training, delivered in short sessions—twice a week, 30 minutes per session.

The AI engine behind Cog Play adapts continuously to the user. Difficulty levels, exercise types, and progression pace all adjust based on performance. In our view, this adaptability is what makes the solution sustainable rather than short-lived.

Cog Play targets elderly users for dementia prevention, children with autism or learning difficulties, and even healthy individuals who want to maintain cognitive fitness. Generated data can be shared with physicians, strengthening the link between digital therapy and traditional care.

The application is available on both iOS and Android and has already begun expanding across several Asian markets, showing strong indicators of adoption as a preventive cognitive care model.

Today, InTheTech operates in eight countries and is preparing for broader global expansion. Following successes in Korea and Vietnam, the company is now focusing on the U.S. and European markets. According to Heejae Lee, the team has participated in more than ten international exhibitions within a single year, receiving encouraging feedback from medical and scientific professionals.

The company’s strategy follows three parallel paths: B2B partnerships with hospitals and rehabilitation centers, B2C distribution through consumer applications, and B2G collaboration with government entities. This hybrid model provides both flexibility and multi-layered impact across healthcare systems.

From our perspective, what distinguishes InTheTech is not just its technology, but its clarity of purpose. The company is not selling apps—it is working to establish a new standard in digital cognitive health, grounded in science and designed without side effects.

In a world where diagnosis is often delayed and cognitive health is neglected until advanced symptoms appear, InTheTech offers a practical alternative: preventive, scalable, and designed for everyday use.

In just one year, the company has evolved from a limited clinical solution into a fully integrated digital ecosystem. For us at AraGeek, this is a development worth following—not only because of eye-tracking technology, but because InTheTech reminds us that meaningful healthcare innovation starts with understanding people before algorithms.

🚀 Got exciting news to share?

If you're a startup founder, VC, or PR agency with big updates—funding rounds, product launches 📢, or company milestones 🎉 — AraGeek English wants to hear from you!

✉️ Send Us Your Story 👇

https://en.arageek.com/send-us-your-story-or-a-news-tip