Oticon Hearing Aids Announces New Hearing Aid Style, "Oticon Zeal," in Japan Featuring Advanced Technology

Oticon Hearing Aids (Minato-ku, Tokyo; President: Toru Saito; hereinafter "Oticon"), a flagship brand of Demant with over 120 years of history, held a press conference on Tuesday, March 24, the day of the product's release, to mark the launch of the advanced "Oticon Zeal™" (hereinafter "Zeal") in Japan. This product belongs to a new category of hearing aids called "NXT." By utilizing advanced encapsulation technology to achieve a compact body, it is expected to help eliminate the stigma surrounding hearing aids, thereby contributing to the improvement of hearing care and the resolution of challenges regarding hearing aid adoption rates in Japan.

At the venue, attendees were given the opportunity to test the "Zeal," and participating media members listened to simultaneous interpretation audio via the next-generation wireless communication technology "Auracast™." The operation was smooth, and reporters who tried the device provided positive feedback, noting that it felt "natural to wear with no discomfort" and was a "very interesting experience."

The event featured appearances by the Ambassador of the Kingdom of Denmark to Japan and the company's President, who introduced the product's features and development background. A 30-second promotional video produced in Japan was also screened, showcasing the features of the "Zeal" and the lifestyles it is intended for.

First, H.E. Mr. Peter Taksøe-Jensen, Ambassador of the Kingdom of Denmark to Japan, took the stage. In his remarks, he introduced the life sciences sector as a key industry supporting Denmark's economic growth, noting that Demant is one of the core companies in this field. He also touched upon the fact that Demant Japan has been operating in Japan for over 50 years. Furthermore, he stated that as the population ages, the importance of hearing care is increasing, as the extension of healthy life expectancy and career longevity impacts the national economy. He also mentioned that Demant is a key partner in the "Hearing Impairment Alliance," which the Danish Embassy has been promoting since 2023 in cooperation with hearing care experts, research institutions, the government, companies, and related organizations in both countries. Finally, he expressed his hope that the "Zeal" would lead to improvements in hearing care in Japan and that the press conference would serve as an opportunity to promote understanding of the importance of hearing.

Subsequently, our President, Toru Saito, took the stage to present the current state of hearing loss in Japan and the low hearing aid adoption rate (15.6%), while also mentioning that even those for whom hearing aids are recommended often hesitate to wear them due to stigma. He explained that the "Zeal" was developed to overcome these challenges, and that the "strong enthusiasm and sense of mission" embedded in the product name reflects Oticon's determination to "change the future of hearing." Finally, he expressed his expectations for the "Zeal" and his conviction that it will be a game-changer for the expansion of the hearing aid market.

In the product overview, Remi Takahashi, a senior trainer from our Audiology Training Group, explained the positioning of the new "NXT" category, the encapsulation technology that enables miniaturization as an "All in Ear" device (where desired functions fit within the ear), and the new Bluetooth® feature, Auracast™, which the "Zeal" supports. Additionally, the results of a survey conducted in Japan were presented, showing a significant gap between the image of conventional hearing aids and the impression of photos showing the "Zeal" being worn.

Furthermore, in a talk session between Rikke Nielsen, Commercial Director overseeing marketing for the Asia region at the Danish headquarters, and our President Toru Saito, it was revealed that the "Zeal" took approximately seven years to develop. It was also reported that the product has achieved over 29,000 fittings within about three months of its overseas launch, leading not only to replacements for existing customers but also to the acquisition of new user segments, with particularly strong support from younger generations. Mr. Saito expressed his ambition to use the "Zeal" to expand the market in Japan, just as it has done overseas, and his expectations for it as a product that will contribute to increasing hearing aid adoption rates.

During the Q&A session, many questions were received from the participating media.

Comments from Toru Saito, President of Demant Japan Reflecting on the press conference, Toru Saito stated: "I am very pleased that so many media members attended and were able to experience the 'Oticon Zeal' firsthand. I feel that by receiving positive evaluations regarding its fit, sound quality, and operability, you have realized the value of this product. I hope that through this product, the image of hearing aids will change and interest in hearing care will further increase. We will continue to contribute to the improvement of hearing care in Japan."

"Oticon Zeal" Promotional Videos "Oticon Zeal" 30-second video: "So, where is the Zeal? | Oticon Zeal | 30-second version" "Oticon Zeal" 15-second video: "So, where is the Zeal? | Oticon Zeal | 15-second version"

About Oticon Hearing Aids Oticon is a pioneer in the hearing aid industry, founded in Denmark in 1904. With the corporate philosophy of "Life-changing technology," the company is committed to product development and the promotion of hearing care, aiming to realize a world without limitations caused by hearing loss. Oticon is the only manufacturer in the hearing aid industry to have a basic research center dedicated to hearing and the brain. There, researchers from various fields such as audiology, neuroscience, and electronic engineering, along with over 13,000 test users, constantly create advanced and innovative hearing aid technology. The greatest feature of Oticon products is the "BrainHearing™" approach, which considers hearing from the brain's perspective. The product lineup, which focuses not only on "how to deliver sound to the ear" but also on "how to deliver sound that is easy for the brain to understand," is supported by solid evidence from third-party organizations and is used in over 100 countries worldwide. The company has been manufacturing and selling hearing aids in Japan since 1973.

About the Demant Group Demant is one of the world's leading hearing healthcare groups, which began in 1904 as a hearing aid importer in Odense, Denmark. Today, it provides innovative technology, solutions, and expertise in various fields, including hearing care, hearing aids, diagnostic equipment, and services, aiming to change people's lives significantly through hearing healthcare. Headquartered in Denmark, the group operates in 130 countries with over 26,000 employees worldwide. The majority of Demant A/S shares are held by the William Demant Foundation, a charitable foundation, and Demant A/S is listed on the NASDAQ Copenhagen stock exchange, ranking among the top 25 most traded stocks.