Cats having a jolly good time with a can of tuna. PHOTO: UNSPLASH
Amid AI and tech startups, Eastseabrother proved the power of demand and trust.
Updated
December 31, 2025 2:18 PM
Cats having a jolly good time with a can of tuna. PHOTO: UNSPLASH
At a Silicon Valley pitch event crowded with AI, SaaS and deep-tech startups, the company that stood out was not selling software or algorithms. It was selling pet treats.
Eastseabrother, a premium pet food brand from South Korea, ranked first at a Plug and Play–hosted investor pitch competition in Sunnyvale. The product itself is simple: single-ingredient pet treats made from wild-caught seafood sourced from Korea’s East Sea. The company follows a principle it calls “Only What the Sea Allows”, working directly with regional fishermen while avoiding overfishing. With no additives and minimal processing, what sets Eastseabrother apart is not novelty, but control—over sourcing, supply chains and consistency.
That clarity helped the company walk away with both Best Product and Best Potential. “Investors asked detailed questions about repeat purchase rates and customer feedback, not just our technology or supply chain”, said Eunyul Kim, CEO of Eastseabrother. “That told us the market is shifting—real consumer trust now carries as much weight as a compelling tech narrative”.
What truly caught investors’ attention was not an ambitious vision of the future, but concrete evidence of traction today. Eastseabrother has already secured shelf space in specialty pet stores across California, New York and North Carolina, including an exclusive partnership with EarthWise Pet, a national specialty retail chain. At a consumer showcase at San Francisco’s Ferry Building, the brand recorded the highest on-site sales among all participating companies.
At its core, the pitch was built on simplicity: one ingredient, clear sourcing and a defined customer need. In a market saturated with complex products and abstract claims, that focus and transparency stood out.
The judges’ decision also reflects a broader shift in venture capital thinking. Not every successful startup is built on complex software or high-tech innovation. In categories like pet care—where trust, quality and transparency shape buying behavior—execution and credibility can matter more than technical sophistication.
Today, Eastseabrother has extended its reach beyond the U.S., expanding into Singapore and Hong Kong, with additional plans to grow further in North America as demand for premium pet food rises. And the broader takeaway from this pitch is not that consumer brands are overtaking tech startups. It is that investors are increasingly focused on fundamentals: who is buying, why they are returning and whether the business can sustain itself beyond the pitch deck.
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Redefining sensor performance with advanced physical AI and signal processing.
Updated
December 16, 2025 3:28 PM
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Robot with human features, equipped with a visual sensor. PHOTO: UNSPLASH
Atomathic, the company once known as Neural Propulsion Systems, is stepping into the spotlight with a bold claim: its new AI platforms can help machines “see the invisible”. With the commercial launch of AIDAR™ and AISIR™, the company says it is opening a new chapter for physical AI, AI sensing and advanced sensor technology across automotive, aviation, defense, robotics and semiconductor manufacturing.
The idea behind these platforms is simple yet ambitious. Machines gather enormous amounts of signal data, yet they still struggle to understand the faint, fast or hidden details that matter most when making decisions. Atomathic says its software closes that gap. By applying AI signal processing directly to raw physical signals, the company aims to help sensors pick up subtle patterns that traditional systems miss, enabling faster reactions and more confident autonomous system performance.
"To realize the promise of physical AI, machines must achieve greater autonomy, precision and real-time decision-making—and Atomathic is defining that future," said Dr. Behrooz Rezvani, Founder and CEO of Atomathic. "We make the invisible visible. Our technology fuses the rigor of mathematics with the power of AI to transform how sensors and machines interact with the world—unlocking capabilities once thought to be theoretical. What can be imagined mathematically can now be realized physically."
This technical shift is powered by Atomathic’s deeper mathematical framework. The core of its approach is a method called hyperdefinition technology, which uses the Atomic Norm and fast computational techniques to map sparse physical signals. In simple terms, it pulls clarity out of chaos. This enables ultra-high-resolution signal visualization in real time—something the company claims has never been achieved at this scale in real-time sensing.
AIDAR and AISIR are already being trialled and integrated across multiple sectors and they’re designed to work with a broad range of hardware. That hardware-agnostic design is poised to matter even more as industries shift toward richer, more detailed sensing. Analysts expect the automotive sensor market to surge in the coming years, with radar imaging, next-gen ADAS systems and high-precision machine perception playing increasingly central roles.
Atomathic’s technology comes from a tight-knit team with deep roots in mathematics, machine intelligence and AI research, drawing talent from institutions such as Caltech, UCLA, Stanford and the Technical University of Munich. After seven years of development, the company is ready to show its progress publicly, starting with demonstrations at CES 2026 in Las Vegas.
Suppose the future of autonomy depends on machines perceiving the world with far greater fidelity. In that case, Atomathic is betting that the next leap forward won’t come from more hardware, but from rethinking the math behind the signal—and redefining what physical AI can do.