European Healthcare Innovation Meets Opportunities in the Japanese Market at WHX Osaka 2026

The EU Business Hub is an EU-funded initiative designed to create new business opportunities and partnerships between European small and medium-sized enterprises (SMEs) and start-ups and Japanese companies in the fields of green technologies, digital solutions, and healthcare/medical devices. Through its business missions, it supports the internationalisation, export, and investment activities of European companies, while contributing to the development of more resilient, sustainable, and technologically advanced value chains between Europe and Japan, as well as to the smooth implementation of the EU-Japan Economic Partnership Agreement (EPA). Each business mission is organised around major trade fairs related to priority sectors, and participating companies are carefully selected based on criteria such as product and technological capabilities, resources, and business strategy.

EU Business Hub:
https://japan.eubusinesshub.eu/ja

EU-Japan Economic Partnership Agreement (EPA):
https://www.mofa.go.jp/policy/economy/page6e_000013.html

The EU Business Hub is pleased to announce the successful completion of its participation in WHX Osaka 2026, held at INTEX Osaka from 2 to 4 July 2026. The EU Pavilion brought together 47 European SMEs and start-ups, offering Japanese stakeholders direct access to advanced technologies and services designed to address key healthcare challenges and emerging market needs.

WHX Osaka 2026:
https://www.worldhealthexpo.com/events/healthcare/japan/ja/

Introduction to the 47 participating European SMEs and start-ups:
https://eubusinesshub.eu/en/news-events/eu-smes-and-start-ups-selected-join-eu-business-hub-world-health-expo-2026

WHX Osaka 2026 attracted more than 8,000 visitors and 364 exhibitors, serving as a leading platform for international exchange and business development in the healthcare sector. For the EU Pavilion, it was also a valuable opportunity to strengthen the visibility of European innovation and connect with a diverse range of Japanese stakeholders, including medical institutions, distributors, manufacturers, researchers, business partners, and public-sector representatives.

In Japan, the healthcare sector is undergoing major transformation driven by demographic change, growing healthcare and elderly care needs, and the advancement of digitalisation. Against this backdrop, the exhibition provided a timely setting for European companies offering practical, market-relevant solutions to engage with Japanese organisations and businesses. The EU Pavilion served as a gateway connecting European innovators directly with Japanese partners.

During the mission, the EU Business Hub supported participating companies through individual coaching, interpretation services, and targeted matchmaking to help them strengthen their outreach to Japanese businesses. In addition, a networking event held at Quintbridge on 1 July created further opportunities for market insight sharing, business dialogue, and the development of future collaboration opportunities.

Overview of the networking event held at Quintbridge:
https://www.b2match.com/e/healthx-connect-osaka-2026/components/69130

Throughout the mission, more than 800 meetings took place between participating European companies and Japanese stakeholders, generating promising business opportunities in areas such as sales, joint development, licensing, technology partnerships, and market entry.

The EU Pavilion also attracted strong interest from high-level representatives from Japan’s government and industry. During the exhibition, visitors included representatives from the Osaka Chamber of Commerce and Industry, the Ministry of Health, Labour and Welfare, the Ministry of Economy, Trade and Industry, and the Kansai Economic Federation, among other public- and private-sector stakeholders. The pavilion was also visited by a delegation including State Minister Ino of METI, Minister Ueno of the Ministry of Health, Labour and Welfare, former Prime Minister Kishida, Governor Yoshimura, Mayor Yokoyama of Osaka, and Professor Sawa. These visits reflected the growing importance of Japan-EU cooperation in healthcare innovation and market development.

This strong interest from stakeholders was also reflected in the feedback from participating European SMEs and start-ups. Many reported meaningful exchanges, valuable market insights, and promising opportunities for future collaboration.

■Comments from Participating Companies
*Selected excerpts

Exhibitor 1: SportMed S.A. (Luxembourg) – Health, Preventive Care, and Doctor-Formulated Supplements

“As a small Luxembourg-based company specialising in screening, it is difficult for us to participate in major global exhibitions on our own. Following an excellent mission in Korea, this well-organised mission in Japan has been a tremendous opportunity for us. We have been deeply impressed by the kindness and high level of professionalism in Japan, and by securing a local distributor, we hope to use Japan as a springboard for further international expansion.”

Exhibitor 2: VIRTUAL MEDICINE (Slovakia) – Digital Health and Healthcare IT

“As a company operating globally in XR medical education, having the right local partner is essential for succeeding in Japan. Through this programme, we deepened our understanding of the Japanese market environment and connected with potential long-term distribution partners. We are very pleased to have visited this exciting country again and to have built valuable partnerships that will support our business expansion.”

Exhibitor 3: Micronit B.V. (Netherlands) – Manufacturing and Design

“Micronit provides high-precision microfluidic components for the life sciences and diagnostics sectors. Japan is a highly attractive market for us, and through this event we had valuable discussions with promising potential partners. Positive talks are already underway, and moving forward we aim to expand our business in Japan and across Asia through long-term collaboration.”

Going forward, the EU Business Hub will continue supporting the international expansion of European companies through its activities in Japan, while promoting the development of partnerships that create value for both Europe and Japan in priority sectors such as healthcare and medical innovation.

■Upcoming EU Business Hub Exhibition in Japan

SEMICON Japan

As part of its next steps, the EU Business Hub has announced its third participation in SEMICON Japan, one of Japan’s largest international exhibitions for the semiconductor electronics and supply chain industries, to be held at Tokyo Big Sight from 9 to 11 December 2026. The exhibition will provide a valuable opportunity for European SMEs and start-ups to showcase advanced technologies, connect with key Japanese industry stakeholders, and explore partnership potential across the semiconductor value chain. Building on the success of previous editions, the EU Business Hub will once again provide tailored support through the EU Pavilion, including coaching, matchmaking, and networking opportunities.

SEMICON Japan 2026 official website:
https://www.semiconjapan.org/jp

■About the EU Business Hub

The EU Business Hub is a business matching initiative led by the Delegation of the European Union to Japan. It promotes the entry of European companies into the Japanese market and supports collaboration with Japanese companies, particularly in the fields of digital solutions, green and low-carbon technologies, and healthcare and medical devices. Over the four-year period from 2024 to 2027, the initiative will carry out 10 business missions, during which EU companies will receive individual coaching, financial support, and business matching opportunities, while exhibiting at EU Pavilions at major trade fairs.

Delegation of the European Union to Japan:
https://www.eeas.europa.eu/delegations/japan

EU Business Hub contact:
logistics_japan@eubusinesshub.eu / support@eubusinesshub.eu / coaching_japan@eubusinesshub.eu

Newsletter registration:
https://japan.eubusinesshub.eu/ja/zuixinnoqingbaoworushou