Even though it seems quite impressive, it appears to be exactly what the company's site says it is. It is a product in testing intended to transfer dough in assembly line-situations. Apparently they have taken a demo to food service industry conventions in Japan for the past few years.
Obviously they are not divulging the specifics of this particular piece of equipment, because it states that a patent is pending. It is reasonable to theorize that the machine is utilizing some property, material, or process that is uniquely suited to moving non-newtonian or high viscosity liquids such as ketchup, mayonaise or dough which all behave differently depending on composition and where and how force is applied to them.
However, if you have the patience and the time, you could attempt a patent search to find out the specifics. While there is not yet enough information available to determine if it will function as well as it seems to in the ad (and what ever does?) there is no reason to think it is a hoaxed video.