From 'Challenge' to 'Possibility': Launch of 'Age-Well Ambassador' Program to Create New Senior Role Models
AgeWellJapan Inc. launched the 'Age-Well Ambassador' initiative on April 1, 2026, aiming for a society that views aging positively. Ten leaders from business and lifestyle sectors will serve as ambassadors for one year, proposing new ways of aging through their activities.
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- 📰 Published: May 19, 2026 at 20:00
- 🔍 Collected: May 19, 2026 at 11:31
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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.
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.
FAQ
「Age-Well Ambassador」とはどのようなプロジェクトですか？
年齢を「課題」ではなく「可能性」として捉え、一人ひとりが自分らしく歳を重ねられる社会の実現を目指す取り組みです。ビジネスやインフルエンサーなど多様な分野のリーダーがアンバサダーとなり、自身のライフスタイルを通じて「Age-Well」な価値観を発信します。
アンバサダーはどのような役割を担いますか？
「実践者（Age-Wellな姿勢の体現）」「発信者（多様なあり方を届ける）」「共創者（多世代との対話を通じた知恵の循環）」という3つの役割を担います。
2026年度のアンバサダーにはどのような人物が選ばれていますか？
ビジネス部門では、株式会社Yokogushist代表の伊能美和子氏、一般社団法人Toget-HER代表理事の及川美紀氏、株式会社生活の木代表の重永忠氏など、社会的な信頼と実績を持つ5名が参画しています。また、ライフスタイル部門でも5名のインフルエンサーが選出されています。
ビジネス部門の具体的な活動内容を教えてください。
日本最大級の祭典「Age-Well Festival / Conference」への登壇や、自身の哲学を言語化する連載インタビュー「Age-Well Voice」を通じて、ビジネスリーダーの新しいロールモデルを発信します。
このプロジェクトを運営している企業はどこですか？
世代間交流サービス「もっとメイト」やコミュニティスペース「モットバ！」を展開する、株式会社AgeWellJapan（本社：東京都渋谷区、代表取締役社長：赤木円香）です。