Thinking about Childhood Myopia with 'Chibi Maruko-chan' - A Disease Awareness Message Promoting 'First, Visit an Ophthalmologist' from Daily Observations, Rolled Out Nationwide

Santen Pharmaceutical Co., Ltd. (Headquarters: Osaka; hereinafter Santen) announces the nationwide launch of an awareness message regarding the prevention and progression control of childhood myopia, starting May 11, 2026. This initiative will feature the manga and TV anime 'Chibi Maruko-chan,' created by Momoko Sakura, and will be rolled out across various media, including TV commercials, web advertisements, and in-clinic awareness posters. This collaboration aims to portray childhood myopia as a relatable topic through the daily life of the nationally beloved character 'Chibi Maruko-chan.' Sparked by casual conversations and observations at home and school, the campaign seeks to foster an understanding that children in their growth period may be prone to myopia progression and the need to review lifestyle habits, while communicating the importance of early consultation with an ophthalmologist in a friendly and easy-to-understand manner. The number of myopia patients is projected to reach 39.9% of the world's population by 2030 and 49.8% by 2050¹. In Japan, the School Health Statistics Survey conducted by the Ministry of Education, Culture, Sports, Science and Technology shows that the percentage of individuals with uncorrected visual acuity of less than 1.0 is increasing annually, with the 2025 survey showing rates of 36.1% in elementary schools, 59.4% in junior high schools, and 71.5% in high schools². The recent increase in myopia is thought to be caused by lifestyle changes resulting from a combination of reduced outdoor activity time and increased near-work activities such as reading, studying, and using digital devices³⁻⁴. It has been reported that the progression of myopia can lead to a decrease in Quality of Life (QOL)⁵⁻⁶ and an increased risk of developing complications that may affect vision³⁻⁴. As a specialty company dedicated to people's eye health, Santen will continue to contribute to improving the QOL of as many patients as possible by providing new treatment methods, aiming to realize a society where people around the world can experience happiness through sight. The commercials depict childhood myopia as a familiar theme for everyone through casual conversations with family and friends, and familiar scenes at school and home. They convey with gentle, surprising, and empathetic expressions that children in their growth period may have their myopia progress unnoticed, delivering the realization that 'a child's eyes are for a lifetime.' Along with the importance of paying attention to the small signs hidden in daily life, they gently call for reviewing lifestyle habits and the importance of consulting an ophthalmologist early when concerned. ● TV Commercials ・ Titles: Childhood Myopia 'A Child's Eyes Are for a Lifetime'篇 　　　　　Childhood Myopia 'When Was That Vision Test?'篇 　　　　　Childhood Myopia 'Can You See the Blackboard?'篇 ・ Broadcast Period: May 11, 2026 - Mid-July (Planned) 　※ 'When Was That Vision Test?' and 'Can You See the Blackboard?' are scheduled to start broadcasting in late May. ・ Broadcast Area: Nationwide ・ YouTube URL: 'A Child's Eyes Are for a Lifetime'篇 https://youtu.be/X9BYGStmt4Q (Public release on May 11, 2026) ● WEB Advertisements ・ Distribution Period: May - July 2026, October - November 2026 (Planned) ・ Media: Video on YouTube, Amazon Prime Video, TVer 　　　　　Static banners on Instagram, LINE, Yahoo! JAPAN ● In-clinic Awareness Posters ・ Distribution Period: April 2026 - March 2027 ・ Distribution Method: To be sequentially provided to medical institutions through our medical representatives. 1. Holden B et al, Ophthalmology 2016;123(5):1036-42. 2. Ministry of Education, Culture, Sports, Science and Technology: Press Release, Publication of the Reiwa 7 (2025) School Health Statistics (Final Figures). https://www.mext.go.jp/content/20260213-mxt_chousa01-000046876_1.pdf 3. Morgan IG et al, Lancet. 2012;379(9827):1739-48. 4. Haarman A et al, Invest Ophthalmol Vis Sci. 2020;61(4):49. 5. Han X et al, Curr Eye Res. 2023;48(12):1189-1194. 6. Sankaridurg P et al, Invest Ophthalmol Vis Sci. 2021;62(5):2. About Santen Santen is a global pharmaceutical company specializing in the ophthalmic field, working to maintain and improve the eye health of people worldwide so they can lead richer and happier lives through sight. Founded in 1890.