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Deutsches Institut für Japanstudien



Deutsches Institut für Japanstudien
Jochi Kioizaka Bldg. 2F
7-1 Kioicho, Chiyoda-ku
Tokyo 102-0094, Japan
Tel: 03 – 3222 5198, Fax: 03 – 3222 5420


Please register by June 10: (max. number of participants: 25)

Participation fee: Yen 8,000 for GCCIJ members, Yen 10,000 for non-members, Yen 5,000 for academic scholars and students
No-shows or cancellations after June 10 will be charged in full.
If you did not receive a confirmation, kindly contact us again by phone: 03-5276-8744

The German Chamber of Commerce and Industry in Japan and the German Institute for Japanese Studies cordially invite you to take part in this workshop on

The Silver Market Phenomenon - Business Opportunities in an Ageing Society


Japan will soon become a super-aged society. More and more companies are entering the “senior market”
with new products and services for the 55+ generation. Which are the keys to success in the silver economy?
What can foreign companies learn from Japan to stay ahead?

Experts from Japan’s leading advertising company, research institutes and companies will discuss how the
ageing of our customers will affect the way we do business in the future. As a special guest we are proud to
welcome “Paro”, a robot designed for therapeutic treatment by Dr. Shibata of AIST.


15.30 – 16.00
Introduction: Demographic Change and its Implications on Business

Introduction: Demographic Change and its Implications on Business



Pascal Gudorf, German Chamber of Commerce and Industry in Japan (GCCIJ)

16.00 – 17.30
Session I: Marketing and Product Development for Ageing Consumers

Marketing Strategies for the Senior Market

Kazuki Nishikawa, Senior Market Business Development, Dentsu Inc.

Developing Robots for Elderly Care

Dr. Takanori Shibata, Senior Research Scientist, National Institute of Advanced Science & Technology (AIST)

Presentation of “Paro”

17.30 – 19.00
Session II: Challenges and Business Opportunities in an Era of Demographic Change

Lessons from the “slim Japan” Project

Yuji Wada, Director, Institute for Future Technology (IFTECH)

Silver Markets and Business Customers - a few examples

Dr. Peter Mertens, General Manager, Corporate Technology Dept., Siemens K.K.

Opportunities in the Service Sector: The Finland Wellbeing Center in Sendai

Dr. Merja Karppinen, Head of R&D unit, Sendai-Finland Wellbeing Center