Hi, I'm Nomi Arakawa from Keio University and Shiseido, the Cosmetic Company.My presentation is about cultural differences of evoked haptic exploratory procedures.Haptics, the sensory words that express the tactile perception or intriguing issues since the haptic perception may be sometimes hard to express in words.It's crucial for cosmetic companies to conduct consumer surveys to understand the tactile perception of the skin.In this research, we have asked how much extent sensory evaluation was of the skin in different languages could be different interpreted.Concretely, we used mentally evoked haptic exploratory procedures or AGPs for short to investigate the cross-cultural differences in semantic features for haptic words which describe tactile sensations.Experiment in these five countries such as the USA, Japan, China, Italy, and Thailand.The participants imagined how they would take the tactile sensation represented by 11 sensory words.And then, way to what degree five evoked AGPs corresponded to their mentally rehearsed evaluation.The five AGPs of stroke, pressure, static contact, enclosure, and control flowing.This data was then analyzed by the principal component analysis.PC1 indicated the degree to which any of the AGPs were rehearsed.PC2 indicated how the skin was touched in the rehearsal, pressing or stroking. Words of the same color have almost the same dictionary definition.ATPs were used for soft in all five languages as they are all on the positive end of PC1.However, the value of PC2 of these words are different.Soft in English, Italian, and Thai evoked both pressing and stroking.In contrast, soft in Japanese and Chinese evoked pressing only.Sensory words with the almost same dictionary definition evoke different AGPs depending on language and culture,which implies that such sensory words may result in providing different tactile perception of the skin.In other words, different haptic exploratory procedures would provide different physical stimuli on the skin.