Japan’s Aged Care Industry on Display: Events Rise as Trust Anchors Amid Market Polarization
As Japan moves deeper into its “super-aged” era, its care industry must balance depth and scale, tradition and disruption, people and platforms. (Source: Fotor AI)
From Print to Presence: Why Events Now Matter More
In Japan, as in much of the world, B2B media in the aged care industry has undergone a notable shift. Trust once placed in traditional print has steadily gravitated toward in-person, event-based engagement. Rather than signaling the decline of magazines or trade journals, this transition underscores the growing value of physical exhibitions as spaces for credible, experience-based information.
The saturation of online content and declining confidence in digital sources have prompted professionals to seek out face-to-face experiences where they can observe, compare, and question. Trade shows are no longer just product showcases—they have become knowledge hubs, trusted for their immediacy and reliability.
Exhibition Expansion Reflects a Market in Flux
Japan’s aged care sector has responded with a proliferation of exhibitions. By 2025, the number of such events is expected to hit double digits. Organizers are now tasked with differentiating themselves not only through scale, but through specificity—curating distinct value propositions for increasingly segmented audiences.
Two recent events illustrate the current landscape: Tokyo Care Week ’25 and Care Show Japan 2025. Though similar in theme, they reveal contrasting approaches, focuses, and stages of market maturity.
Tokyo Care Week ’25: A Sector Divided by Technology
Held: February 3–5, 2025
Venue: Tokyo Big Sight, South Hall
Tokyo Care Week ’25 has cemented its place as a flagship event for the sector. While the number of exhibitors continues to grow (434 in 2024 compared to 390 in 2020), visitor attendance has seen a slight decline (from 15,800 in 2020 to 14,302 in 2024). The dip likely reflects persistent recruitment challenges and work condition concerns across the care workforce.
Key Observations:
Assistive Tech for Care Recipients: Communication remains a major concern. Solutions such as bone-conduction headphones, hearing amplifiers, and AirPods paired with iPhones were presented as practical, affordable aids.
Monitoring and Support Tools for Caregivers: Security-focused monitoring systems were in the spotlight—some drawing criticism for sourcing vulnerable equipment from overseas, while others showcased integrated, expert-driven solutions. AI-assisted care and leasing models for tech products also stood out.
Perhaps most striking was the visible rift between exhibitors rooted in traditional therapies and those pushing smart tech innovation. This emerging divide suggests a market slowly polarizing: one side anchored in care culture and services, the other in automation and scale.
Noteworthy Detail: Attendance from Taiwan and China was lower than usual, largely due to the Lunar New Year overlap—a scheduling misstep rather than a reflection of regional interest.
Care Show Japan 2025: Between Wellness and Welfare
Held: February 26–28, 2025
Venue: Tokyo Big Sight, East Hall
Care Show Japan 2025 offered a broader, less specialized perspective. Positioned alongside the long-established Health Expo, the event blended five sectors—Medicare Foods, Elderly Care & Welfare, Hospitals & Clinics, Pharmacies, and Healthcare IT—into a comprehensive, yet diffuse, offering.e
With just over a decade of history, the Car Show remains a younger player compared to the 40-year legacy of the Health Expo. This imbalance was apparent in both scale and content.
Notable Highlights:
Hydrogen Water Generators: Despite past regulatory scrutiny, several exhibitors—particularly from China, Taiwan, and Japan—continued promoting hydrogen-based health claims, raising questions about the vetting process.
Swallowing Training Devices: One standout was a simple, function-focused device designed to reduce the risk of aspiration pneumonia by strengthening tongue muscles—a reminder that small, practical tools remain essential.
Overall, Care Show Japan felt more health-oriented than care-centric. Many booths catered to active seniors rather than those with complex support needs, and the exhibitor mix leaned toward domestic brands and wellness categories.
A Scheduling Clash: The 2026 editions of both Care Show Japan and Tokyo Care Week are slated for February 25–27 at Tokyo Big Sight, a consequence of venue renovations expected to continue through 2028.
Industry Trends and the Road Ahead
Japan’s aged care industry is navigating a critical juncture, shaped by demographic pressure, labour shortages, and digital transformation. From these exhibitions, several key trends emerge:
Technology Integration: AI, IoT, and remote monitoring are gaining traction not just as novelties but as necessities.
Affordability and Access: Leasing models are making once-costly tech accessible to smaller providers and families.
Prevention as Priority: Simple solutions—like swallowing trainers—underscore a growing focus on proactive health.
Polarization: The market is increasingly defined by two poles—legacy care providers and digital-first entrants.
As Japan continues to age, its care industry will need to balance innovation with empathy, and efficiency with credibility. Exhibitions like Tokyo Care Week and Care Show Japan offer a front-row view of how that balance is evolving.
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