Dunno about the name.
Details here are that these are white alumina (is this AlOx or something else?) and they come with a nice looking kind of storage case thing. They demonstrate it on R2 and mention cutting hard steel fast, so maybe targeted at more wear resistant PM steels.
Apparently they have these to try out in MTC NYC. Anyone want to go and report back?
Product page here: SHAPTON Co., Ltd. | SHARPEN YOUR LIFE