Sleep × Technology Awakens a Dormant Market: A Nation That Sleeps Well Becomes a Strong Nation

The Sleep Healthcare Association (SHA), headquartered in Chiyoda-ku, Tokyo, and led by Chairman Takanori Kobayashi, held the 'Sleep Tech Exhibition' on Thursday, July 9, 2026, at Room 101, 1st Floor, Liberal Democratic Party (LDP) Headquarters. The event was hosted by the LDP's Digital Society Promotion Headquarters (Chair: Representative Takuji Hirai) with SHA's cooperation.

This exhibition was designed to build upon discussions from two previous 'Sleep Tech Study Sessions' (1st: June 12, 2025; 2nd: November 20, 2025) organized by SHA in collaboration with interested lawmakers. It served as a platform to present actual sleep tech-related products and services in one place.

Under the slogan 'Sleep × Technology Awakens a Dormant Market: A Nation That Sleeps Well Becomes a Strong Nation,' companies including Kao Corporation, TENTIAL, MTG, Kobayashi Pharmaceutical, FUJITA (Daiwa House Group), Shōwa Nishikawa, Ajinomoto, NEC Solution Innovators, and SOXAI exhibited booths featuring products and services certified under the Sleep Support Certification system. Additionally, a mock office-style booth was set up to introduce SHA’s newly launched 'Choi-Tashi Project' for the current fiscal year.

At the opening ceremony, Takuji Hirai, Head of the Digital Society Promotion Headquarters, and Hideto Kawasaki, Parliamentary Vice-Minister for Digital Affairs and Cabinet Office, delivered opening remarks. Karen Makishima, Deputy Head of the Digital Society Promotion Headquarters, emphasized the belief that 'a nation that sleeps well becomes a strong nation,' highlighting the importance of incorporating sleep tech into policy to achieve high-quality sleep and living standards.

The venue attracted a large number of attendees, including 29 lawmakers such as Junichi Suzuki (Chief Cabinet Secretary), Kiko Suzuki (Head of Public Relations Headquarters), secretaries, government officials, and media representatives. Exhibiting companies provided explanations, distributed samples, and hosted experiential sessions at their booths.

Moving forward, SHA will continue to promote initiatives for the healthy development and societal implementation of sleep tech through collaboration among policy, technology, and frontline stakeholders.

★ About the Sleep Support Certification System

The Sleep Support Certification Gold Logo

The Sleep Support Certification System is a program where sleep experts, primarily from academia, serving as certification evaluators in a fair and neutral capacity, objectively assess whether sleep healthcare products, services, and measurement devices or methods have reliable scientific evidence demonstrating positive impacts on the sleep of healthy general consumers. Based on this evaluation, the use of the certification mark is granted.

Products and services bearing this certification have undergone rigorous scrutiny of evidence reliability by sleep specialists, enabling consumers to make safe and trustworthy choices.

Launched in July 2024, the system has now completed its 5th review round, certifying a total of 10 products and services to date. The next review session is scheduled for around November 2026.

For more details on the Sleep Support Certification System, please visit the URL below:

https://shca.jp/activity/certification

※ This certification does not endorse the prevention or cure of diseases by the certified products or services.

★ Certification Evaluation Committee Members

Kazuo Mishima (Professor, Department of Psychiatry, Graduate School of Medicine, Akita University)

Kenichi Kuriyama (Director, Department of Sleep and Wake Disorders, National Institute of Mental Health, National Center of Neurology and Psychiatry)

Kiyoka Aratake (Professor, Department of Clinical Laboratory Sciences, Graduate School of Health Care Sciences / Faculty of Health Care Sciences, Saitama Prefectural University)

Satoshi Okajima (Professor, Department of Psychological Counseling, Tokyo Kasei University)

★ About the 'Choi-Tashi Sleep Project'

'Choi-Tashi Sleep Project' Logo

SHA is promoting the 'Choi-Tashi Sleep Project' as an initiative leveraging sleep tech to realize a society where everyone can secure sufficient sleep time in their own way. The project was introduced at this exhibition.

Japan's average sleep duration remains among the lowest in the world. This project aims to foster a social culture where sleep is viewed positively, encouraging habits of slightly extending daily sleep time and using sleep-enhancing products to achieve better sleep.

As the first initiative, SHA plans to promote the 'Light-Off Time'—a 30-minute period during working hours when office lighting is dimmed to encourage short naps (daytime sleep).

<Scene from the 'Choi-Tashi Sleep Project' booth>

★ About the Sleep Healthcare Association (SHA)

SHA is an industry association primarily composed of businesses providing sleep-related products and services in the healthcare sector, along with academic experts who share the same vision. Through initiatives such as establishing guidelines for sleep service providers, operating the Sleep Support Certification system, and hosting educational events and seminars, SHA aims to realize a society where individuals can safely and confidently access appropriate services.

Organization Name: Sleep Healthcare Association (SHA)

Headquarters: 2F Prince Dori Building, 3-33 Kioicho, Chiyoda-ku, Tokyo

Number of Member Companies: 31 (as of July 9, 2026)

Website: https://www.shca.jp/

Business Activities: Research and surveys on sleep and sleep services in healthcare; development of self-regulatory standards (guidelines), promotion of quality labeling, and issuance of mark labels; organization of awareness events and seminars; information exchange and collaboration with related organizations and government agencies.

★ Contact Information

For inquiries regarding membership, the Sleep Support Certification system, or the Choi-Tashi Sleep Project, please contact the secretariat.

Sleep Healthcare Association (Contact: Kato)

Email: [email protected]