Japan Advanced Institute of Science and Technology holds “Matching HUB” every year as “Ba” to create “seeds” of many new products and new businesses leading to the innovation at the outside of the organization like companies and universities. The theory of “Ba” was originally proposed by Nonaka and developed by Nakamori. In this paper, we examined the mechanism that “Matching HUB” works effectively under the new concept of “Knowledge Reactor” and found many common points with “Chemical Reactor”. By applying the concepts and the methodologies that have been used to understand chemical reactions, it was obtained that the important aspects to improve the “Matching HUB” for increasing the efficiency of matching. It became clear that URA is not just a coordinator but has a function as a catalyst that promotes accurate reactions (matching).