AgeWellJapan to Host First Multi-Generational Co-Creation Festival 'Age-Well HOKKAIDO' in Hokkaido

AgeWellJapan (Headquarters: Shibuya-ku, Tokyo; CEO: Madoka Akagi; hereinafter "AgeWellJapan"), which operates the intergenerational exchange service "Motto Mate," featuring companions from the grandchild generation, and the permanent multi-generational community space "Mottoba!," will host "Age-Well HOKKAIDO" in Sapporo, Hokkaido, from May 23 (Sat) to May 24 (Sun), 2026. This event marks the first regional expansion of the "Age-Well Festival," an initiative designed to spark cross-generational challenges and co-creation.

This project is operated by an executive committee consisting of three companies: AgeWellJapan, Satudora Holdings Co., Ltd., and SOUSHIN Holdings Co., Ltd. It aims to address regional issues such as the outflow of young talent and the lack of social participation opportunities for seniors, while creating new local connections and opportunities for "challenge and discovery."

About Age-Well HOKKAIDO

This event is a "festival of discovery" where multiple generations, from children to seniors, can enjoy, learn, and take on challenges together under the theme of "a society where everyone can age positively." Exhibitor booths and experiential programs incorporate elements of "Age-Well" (aging positively through challenge and discovery) to generate cross-generational interaction and well-being-focused connections.

In Hokkaido, the host region, issues such as population decline, the aging of society, and the outflow of young people to urban areas have led to concerns regarding a shortage of local contributors and generational fragmentation. In this context, the event aims to move beyond the "support/supported" relationship between youth and seniors, instead creating opportunities for them to meet as "partners" who share life experiences and take on challenges together.

Having held four "Age-Well Festivals" in Tokyo through 2025, the event saw 16,000 attendees over two days in 2025, with cumulative attendance exceeding 30,000. "Age-Well HOKKAIDO" is being held as part of a full-scale national expansion of these efforts. Together with companies rooted in Hokkaido, we will create a space where multiple generations can mingle, sparking new challenges and discoveries, and accelerating Japan's "Age-Well" movement from Hokkaido.

[Event Overview: Age-Well HOKKAIDO] Date: May 23 (Sat) – May 24 (Sun), 2026 Location: 4-chome-1, Kita 2-jo Nishi, Chuo-ku, Sapporo, Hokkaido (Former site of the Hokkaido Building) Content: Multi-generational co-creation festival themed around "Challenge and Discovery" Participation Fee: Free (some workshops and merchandise sales are fee-based) Organizer: Age-Well HOKKAIDO Executive Committee (AgeWellJapan, Satudora Holdings, SOUSHIN Holdings)

From Festival to "Multi-Generational Co-Creation Ecosystem"

This project aims to go beyond a one-time event to build a "multi-generational co-creation ecosystem." This is a model for a circular society where seniors, youth, companies, local governments, and universities collaborate using "Age-Well" as a common language. Starting with "intergenerational exchange," the project aims to simultaneously resolve loneliness, extend healthy life expectancy, and revitalize local industries, designing a new way for an aging society to function.

The festival serves as the "gateway" to this ecosystem. In 2025, events were held in various locations including Hamamatsu (Shizuoka) and Nagoya (Aichi), and the groundwork for co-creation is beginning to emerge in each region.

What is Age-Well? Age-Well is a way of living that embraces aging positively and continues to take on challenges while valuing inner richness. It focuses not on external states that change with circumstances, but on internal emotions, thoughts, and the actions that stem from them. We identify "self-awareness, challenge, and discovery" as the three elements that generate Age-Well actions, and the "Age-Well Map" illustrates how these are circulated.

[Comments from Leadership]

AgeWellJapan CEO Madoka Akagi: This project is an initiative to tackle the structural challenges facing regions through a multi-generational co-creation ecosystem. We will generate new value circulation from cross-generational relationships. I would like to express my sincere gratitude to Satudora Holdings and SOUSHIN Holdings for their empathy toward Age-Well and their decision to take on this challenge with us. We hope to establish this model in Hokkaido and expand it nationwide.

Satudora Holdings CEO Hiroki Tomiyama: Hokkaido is one of the regions with the most advanced aging in the country, but we see this as a possibility for creating new value. Satudora has been working on local health and community building, starting with drugstores and pharmacies. Through "Age-Well HOKKAIDO," we hope to contribute to building a society where people can enjoy challenges and discoveries at any age.

SOUSHIN Holdings CEO Yoshinobu Okada: In Hokkaido, issues such as the outflow of youth to urban areas and generational fragmentation are weakening local connections. That is why we wanted to create a space through "Age-Well HOKKAIDO" where generations can meet, share experiences and thoughts, and spark new challenges and discoveries. We hope this event will be a catalyst for someone's first step or a new encounter, and that this sentiment will connect to the next generation. Together with the local community, we want to spread a society where aging can be enjoyed positively, starting from Hokkaido.