Middle-Age Women's Web Media 'HALMEK up' Collaborates with KDDI's 'au Short' to Launch New Program 'I & WORLD' Focusing on the 2040 Problem

HALMEK up (Halumek App), a web media for middle-aged women operated by Halmek Co., Ltd. (Headquarters: Shinjuku-ku, Tokyo; President and Representative Director: Takao Miyazawa; 100% subsidiary of Halmek Holdings Co., Ltd.), announces the launch of a new program 'I & WORLD: The More You Know the World, the More You See Me' on the video distribution app 'au Short' operated by KDDI Corporation (Headquarters: Minato-ku, Tokyo; President and CEO: Koji Matsuda), looking ahead to 2040.

This program is an intellectual dialogue program focusing on the social issue known as the '2040 Problem,' where the generation born in the early 1970s (the 'Dankai Junior' generation) will all be over 65, leading to a peak in Japan's elderly population, a decline in the working-age population supporting social activities, and making it difficult to maintain the foundations of daily life. Targeting women currently in their 40s and 50s, it aims to provide a catalyst for thinking about 'what comes next' by capturing changes in society, values, and the future from multiple perspectives.

Background of the Program

According to a survey conducted by Halmek (*1), women in their 50s harbor vague anxieties about 'what might happen in the future.' The percentage who answered 'anxious' about the future one year from now was 58.7% for those aged 50-54 and 55.6% for those aged 55-59. Looking five years ahead, this rose to 68.0% for ages 50-54 and 65.7% for ages 55-59, showing that younger age groups feel more anxious, and this tendency strengthens over longer periods.

Regarding specific concerns and anxieties, 'old age (57.8%)' was the highest for those aged 50-54, while 'personal health (60.9%)' was the most common for those aged 55-59. Additionally, it was revealed that women in their 50s show high interest in a wide range of items compared to other age groups, including 'future household finances,' 'work and working style,' 'daily life,' and 'nursing care.'

Against this background, 'au Short,' which aims to provide new value to people in their 50s and 60s seeking high-quality experiences and content, has teamed up with 'HALMEK up,' a web media for middle-aged women, to offer a program that provides hints for turning vague anxieties into hope for those in their 40s and 50s.

(*1) Halmek Ikikata Jouzu Kenkyujo 'Age Survey: Analysis Report on the Consciousness and Reality of Women in Their 50s' (November 2023)

Program Concept: How old will you be in 2040? How will we live?

In 2040, Japanese society will face a major turning point called the '2040 Problem,' including a decline in the working-age population and aging infrastructure. When women currently in their 40s and 50s reach their 60s and 70s, how will society change, and how should we be? By deciphering the 'signs of change' hidden in the news, the program aims to increase the 'resolution of the future,' not just to know information. It delivers 'perspectives' rather than 'correct answers,' and 'thinking' rather than 'information.' It will decipher changes in the current social atmosphere and values, and also depict the joys of future life.

Program Special Page: https://halmek.co.jp/tv/c/life/16534?tvtop_movie=2098

Program Information

Program Name: I & WORLD: The More You Know the World, the More You See Me

Broadcast Start: Friday, May 1, 2026

Update Frequency: Irregular

Cast: Yuko Aoki (former TBS announcer), Mayu Yamaguchi (Specially Appointed Professor at Shinshu University, former Ministry of Finance bureaucrat)

How to Watch: You can enjoy the 'HALMEK up Official Channel' by using the 'au Short' app on your smartphone.

[Step 1]

Download the 'au Short' app Scan the QR code with your smartphone and download the 'au Short' app.

https://kddi-l.jp/CtJ

*If viewing from a PC, please scan the QR code with your smartphone to access.

[Step 2]

Register for the 'HALMEK up Official Channel' After downloading the app, scan the QR code again to be directed to the registration screen for the 'HALMEK up Official Channel.'

Main Content:

AI, climate change, population decline – 'I & WORLD' is an intellectual dialogue program that looks ahead to 2040 and deciphers the social structures and values behind the news.

The program's MC is Yuko Aoki, a former TBS announcer. From a consumer's perspective, she asks 'How does this news relate to us in 2040?' and explains specialized themes in an easy-to-understand manner.

The regular commentator is Mayu Yamaguchi, Specially Appointed Professor at Shinshu University and former Ministry of Finance bureaucrat. Based on her deep knowledge of systems, law, and history, she deciphers society and presents perspectives for thinking about the future. Experts and authors relevant to each episode's theme will also be invited as guests to provide hints for thinking.

Episode 1: Will pensions be okay in 10 years?

・Introduces various social issues that could occur in 2040 as an entry point to the program.

Episode 2: The era of those who see the 'outside' of the media

・Guest: Satoshi Osawa (Professor at Ritsumeikan University, Critic)

・Explains how to read the news and how to receive and interact with information.

Episode 3: Can we trust AI? A professor's honest opinion

・Guest: Satoshi Osawa (Professor at Ritsumeikan University, Critic)

・Clearly explains what you need to know in the AI era and how to use it correctly.

Subsequent episodes will cover various themes such as the integration of regional banks and climate change. The program provides hints for living positively in the future through a diverse range of guests.

Comments from the Cast

MC: Yuko Aoki

During my time as a terrestrial TV station announcer, I was strongly conscious of my position as 'the one who conveys,' but in this program, I feel a great appeal in being able to frankly express my feelings and questions as 'one individual living a daily life.' In 'I & WORLD,' I hope to explore with the viewers not just talking about anxieties, but 'what we should think about now to create a better future.'

For me, 2040 is a future where my children are active in society. I want to deliver news as themes that connect to oneself, asking what an 'easy-to-live society' is.

Regular Commentator: Mayu Yamaguchi

What I find particularly interesting about this program is the point of thinking about news from the long-term perspective of '2040.' In daily reporting, discussions tend to focus on short-term, momentary perspectives, but changes in society and values occur over a much longer time axis. 'I & WORLD' is an unprecedented challenge to think about the present by back-calculating from the 'near future.' It allows for deep discussion on themes that often seem distant from daily life, such as politics, geopolitics, and gender, in a way that trusts the viewers' intelligence. I hope this program becomes a place to share 'perspectives for thinking' rather than 'correct answers.'

What is 'HALMEK up'?

HALMEK up is a web media with the concept of 'UPDATE MY 50s,' delivering information that enriches the daily lives of adult women. It publishes articles and videos that provide hints for 'new daily discoveries' and 'first-time challenges' from the age of 50 onwards.