Multi-generational Co-creation Festival "Age-Well EHIME" to be Held for the First Time in Ehime/Matsuyama Shopping District

AgeWellJapan Inc. (Headquarters: Shibuya-ku, Tokyo; President & CEO: Madoka Akagi; hereinafter "AgeWellJapan"), which develops the intergenerational exchange service "Motto Mate" with grandchildren's generation partners and the permanent community space "Mottoba!" where multiple generations gather, will hold "Age-Well EHIME," an event to foster intergenerational challenges and co-creation, for the first time on October 31, 2026 (Sat) in the Dokaido Shopping District in Matsuyama City, Ehime Prefecture.

This event will be operated by an executive committee composed of three organizations: Machizukuri Matsuyama Co., Ltd., AI TV Co., Ltd., and AgeWellJapan Inc., creating new community connections and opportunities for "challenge and discovery."

What is Age-Well EHIME?

Under the theme of "A society where everyone can age positively," this event is a "festival of discovery" where people of all generations, from children to seniors, can enjoy, learn, and challenge themselves together. Booths and experiential programs by exhibiting companies will incorporate the element of "Age-Well (aging positively through challenge and discovery)," fostering intergenerational exchange and well-being connections.

Ehime Prefecture faces serious challenges such as the net outflow of young people and a shortage of workers, and the Matsuyama Dokaido Shopping District is also experiencing a decline in young visitors. This event aims to revitalize the shopping district and disseminate a model for extending "contribution lifespan (the period of life during which one maintains social connections and roles)" from Ehime by creating a space where seniors and young people can meet as "partners" and take on challenges together.

The "Age-Well Festival," held in Tokyo, has been held a total of 4 times by 2025, attracting 16,000 visitors over two days in 2025, growing to a scale of over 30,000 cumulative visitors. "Age-Well EHIME" is part of its nationwide expansion, accelerating "Age-Well" in Japan from Ehime.

[Event Overview: Age-Well EHIME]

- Date & Time: October 31, 2026 (Sat) 10:00 AM - 5:00 PM

- Location: Dokaido Shopping District, Matsuyama City, Ehime Prefecture (within the all-weather arcade)

- Content: Multi-generational co-creation festival with the theme of "Challenge and Discovery"

- Participation Fee: Free (some workshops and merchandise sales will be charged)

- Organizer: Age-Well EHIME Executive Committee (AgeWellJapan Inc., Machizukuri Matsuyama Co., Ltd., AI TV Co., Ltd.)

From Festival to "Multi-generational Co-creation Ecosystem"

This project aims to build a "multi-generational co-creation ecosystem," not just a one-off event. This is a model of a circular society where seniors, young people, companies, local governments, and universities collaborate, with "Age-Well (aging positively through challenge and discovery)" as the common language. Starting with intergenerational exchange, it simultaneously addresses the elimination of loneliness, the extension of contribution lifespan, and the revitalization of local industries, designing a new model for an aging society. The festival serves as the "entrance" to this.

In 2025, events are also being held in various locations such as Hamamatsu (Shizuoka) and Nagoya (Aichi), and the soil for co-creation is beginning to form in each region.

Shintaro Kado, President & CEO, Machizukuri Matsuyama Co., Ltd.

Community Building is Memory Making

A town is a place where each person has precious memories, and it is also a mirror reflecting the region's past and future. We have created community connections by connecting people and their sentiments, and by providing stages and infrastructure where everyone, regardless of generation or position, can participate.

We view this "Age-Well EHIME" as a "family meeting" to discuss the future of the region.

Isn't dialogue that transcends generations and positions, and the sharing of individual experiences and sentiments, the first step towards building a better community? We hope that the encounters and dialogues born from this event will lead to the future of the region and to enriched lives for each of you. We will continue to connect diverse people and expand the circle of multi-generational co-creation from Ehime and Matsuyama.

Azuma Nishioka, Executive Officer, General Manager of Business Development Department, AI TV Co., Ltd.

Ehime has the highest "net outflow rate" in the country, and the impact of population decline on the region is a major issue. To overcome this difficult situation, we believe that a "place" for co-creation and cooperation involving all of Ehime is necessary.

We expect "Age-Well EHIME" to be an attractive "place" where people of multiple generations and diverse backgrounds can gather, join hands, and challenge themselves to create and disseminate new value. We hope that this event will serve as a catalyst for expanding encounters and exchanges, leading to the realization of regional revitalization through co-creation.

As a locally-focused TV station, AI TV also wants to contribute to improving the well-being of prefectural residents and revitalizing the region through this event.

Madoka Akagi, CEO, AgeWellJapan Inc.

In Ehime Prefecture, the outflow of young people and the shortage of workers are discussed as challenges. However, we believe there is great potential within these issues. The shopping district is a symbol of this. Shopping districts bring together seniors, young people, companies, and local residents. It is naturally a place where encounters across generations and positions can occur most organically.

At "Age-Well EHIME," we will create opportunities for multiple generations to challenge and discover each other on the stage of the shopping district. What we aim for is not just a one-day event, but a multi-generational co-creation ecosystem where seniors, young people, companies, government, and universities remain connected. We are deeply grateful for the encounters with many people, including Machizukuri Matsuyama Co., Ltd. and AI TV Co., Ltd., who empathize with this challenge and walk with us. Together with you, we will create a new future for the region from Ehime and Matsuyama.

What is Age-Well?

Age-Well is a way of life that embraces aging positively, continues to take on challenges while valuing inner richness. It focuses on internal emotions, thoughts, and the actions that arise from them, rather than external conditions that change with circumstances. "Self-awareness, Challenge, and Discovery" are the three elements that generate Age-Well actions, and the "Age-Well Map" illustrates how these are cycled.

AgeWellJapan Inc.

AgeWellJapan aims to create a society where everyone wants to live to 100, centered on the "Age-Well" lifestyle of aging positively.

We are promoting the realization of a society where Age-Well is nurtured through "multi-generational co-creation" involving diverse stakeholders such as young people, communities, companies, and universities, rather than just providing support limited to seniors.

We offer services such as "Motto Mate," an intergenerational exchange service with partners from the grandchildren's generation, and "Mottoba!," a permanent community space for multiple generations to gather, as well as experiential events like "Age-Well Festival" involving companies, local governments, and universities, and the industry-academia-government-citizen collaborative network "Age-Well Design Lab."

Website: https://agewelljapan.co.jp/

[Inquiries about this press release]

AgeWellJapan Inc. Public Relations

Email: info@miharu-inc.jp