From 'Challenge' to 'Possibility': Launch of 'Age-Well Ambassador' Program to Create New Senior Role Models

AgeWellJapan Inc. (Headquarters: Shibuya, Tokyo; CEO: Madoka Akagi), provider of the intergenerational exchange service 'Motto Mate' and the community space 'Mottoba!', has launched the 'Age-Well Ambassador' program starting April 1, 2026.

This initiative aims to realize a society where aging is seen as a 'possibility' rather than a 'challenge,' allowing individuals to age in their own unique way. This year, ten ambassadors—five from the 'Business' sector representing social trust and five from the 'Lifestyle/Influencer' sector representing empathy and reach—have been appointed. Over the next year, they will present and communicate what it means to age well through their own lifestyles and practices.

### From 'Challenge' to 'Possibility' In a super-aging society like Japan, aging is often discussed as a social burden. However, it should fundamentally be a process of accumulating wisdom and vividly enriching one's life. AgeWellJapan founded this program to transform the 'Age-Well' value from a mere concept into a shared social understanding through real-life personal stories.

### What is an 'Age-Well Ambassador'? Ambassadors in this project play three key roles: - **Practitioner**: Embodying an Age-Well attitude in their own life and work. - **Communicator**: Delivering diverse ways of 'Age-Well' to society through their activities and lifestyle. - **Co-creator**: Sharing their processes, including struggles and changes, in relatable language to circulate the wisdom of 'aging better' through intergenerational dialogue.

### Implementing 'Age-Well' Through Two Approaches For the 2026 fiscal year, two distinct categories have been established:

#### 【Business Division】 *Turning Accumulated Wisdom into Energy for the Next Chapter* Five leaders, including executives and experts, participate to showcase the 'next chapter of life' where they continue to create new value based on their experience. - **Speaking at Age-Well Festival / Conference**: Sharing insights and proposals for social updates at Japan's largest aging-themed festival. - **Interview Series 'Age-Well Voice'**: Verbalizing their philosophies to establish new role models for business leaders.

#### 【Lifestyle Division】 *Authentic Radiance as Courage for All Generations* Five influencers who share the joy of living participate to embody authentic 'Age-Well' by enjoying daily discoveries and changes. - **Authentic Daily Communication**: Sharing the colors of the 'now' via SNS, proving that age is not a reason to give up. - **Social Update Co-creation Projects**: Collaborating on projects and early service experiences to co-create a new aging culture.

### Featured Ambassadors (Partial List) #### 【Business Division】 - **Miwako Ino**: CEO of Yokogushist Inc. Former VP of Tower Records Japan. Supports business creation as a 'Yokogushist'. - **Miki Oikawa**: Representative Director of Toget-HER and former CEO of POLA Inc. Focuses on DEI and female leadership development. - **Tadashi Shigenaga**: President & CEO of Seikatsu no Ki Inc., a lifestyle brand specializing in herbs and aromatherapy.