“LABO” is a playful nod to the Japanese cultural phenomenon of appending “labo” (spelled with English letters) — “lab” or “laboratory” in actuality, but pronounced and distilled as “labo” in the Japanese vernacular — to names of various enterprises, to lend them a more scientific, Western and legitimate aura.

In our case, we use “LABO” to acknowledge the primacy of our labs as our roasting ground, to recognize the business model “laboratory” we situate ourselves in (defying traditional notions of incubator and biotech company), and also to seek a softer and more playful and at the same time more ironic reference to “lab”. While the Japanese cultural practice seeks legitimacy by co-opting a Western/English word and concept, we seek to acknowledge yet downplay our identification with the actual concept by borrowing the Japanese “pretend use” appropriation.

neu is a homophone of “new” in English, and literally means “new” in German. We are a “new lab” in our approach to innovation, pipeline creation and business model. We are a “new lab” dedicated to brewing some of tomorrow’s medicines. It does not hurt that neu is also the eponym of our Founder and Chief Roaster.

And how could one say neu LABO and not have a smile or smirk on one’s face? It reflects the sense of playfulness and fun with which we embark on this shared journey with all our partners.