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The unique fusion of technology, product excellence and policy support is reshaping the future of women’s health.
Japan’s femtech beyond borders: innovation with global Impact
Global challenges in women’s health
The project reflects a broader trend of Japanese femtech companies expanding the global reach of their innovations. For decades, issues ranging from menstruation and fertility to pregnancy and menopause received limited attention. Today, improving women's health is recognized as both a social and economic imperative, with the World Economic Forum estimating that closing the global women’s health gap could generate at least US$1 trillion in additional value annually by 2040.
Additionally, in 2024, the Ministry of Economy, Trade and Industry estimated that women’s health issues cost the Japanese economy approximately ¥3.4 trillion (US$21 billion) annually, including lost productivity. Against this backdrop, in Japan, government initiatives and public-private partnerships are driving the adoption of femtech. The guidelines released earlier this year highlight femtech as a promising tool to address these challenges, noting that wider adoption could also reduce presenteeism and potentially boost productivity and corporate value.
Beyond policy support, Japan has a strong foundation for innovation in women’s health, says Miyoko Watanabe, former vice president of the Science Council of Japan and a leading advocate of Gendered Innovations. She notes that Japan’s femtech sector is evolving through solutions attuned to users’ needs, with startups engaging in close dialogue with them to respond to real-world issues. “As women’s health is a global challenge requiring diverse perspectives, collaborative and inclusive efforts are increasingly essential,” she says.
Crafting solutions for menstrual concerns
This user-driven innovation is exemplified by Be-A Japan. The development of its sanitary underwear began in 2017 after CEO Kumi Takahashi learned that even among its all-female staff, menstruation remained difficult to discuss openly and manage. “That realization inspired us to create a product for women that could truly transform their lives,” she says.
Unlike many absorbent underwear products in Western markets, which are often positioned as a backup option, Takahashi envisioned a standalone solution that could provide reliable protection throughout the day, capable of absorbing up to 150 ml of menstrual blood, an amount the company claims is among the highest worldwide.
The product reflects the menstrual care habits of women in Japan and across Asia, where many rely on sanitary pads rather than alternatives such as tampons, menstrual cups or birth control pills. Developed in collaboration with Japanese textile manufacturers through extensive feedback and repeated prototyping, it features patented multi-layer structure and specially designed fabrics that provide high absorbency and leak resistance while maintaining moisture control and reusability.
Shared vision for the future
Watanabe sees these companies as embodying the potential of purpose-driven startups to create solutions with global relevance. “Innovations developed to address women’s health challenges in one context can be adapted and expanded to support women around the world, as significant unmet needs remain globally,” she says. “Further strengthening the ecosystems that support these solutions could help them grow and create lasting, meaningful impact.”
Discover more about Japan government intiatives here
Advancing safer childbirth through AI
In Rwanda, Japanese startup Spiker is demonstrating how AI can augment healthcare professionals’ ability to provide maternal care. Its flagship system, Alert Monitor, analyzes cardiotocography data to detect early signs of fetal distress, generating real-time alerts that help clinicians determine when timely intervention may be needed. In one case, the technology helped obstetricians decide whether to proceed with a cesarean section or continue with vaginal delivery when labor stalled.
While Rwanda has made remarkable progress in digital transformation, access to specialized medical expertise remains a challenge.
“No matter how sophisticated technology becomes, medicine will always require the human touch,” says Ayako Kasai, co-CEO of Spiker. She founded the company after hearing stories from families in Japan and Africa who had lost newborn babies, realizing that childbirth can be life-threatening anywhere. “By harnessing the power of AI, we aim to support healthcare professionals in providing the safest possible care for mothers and babies.”
At bustling open-air markets in Ethiopia, a simple pair of black shorts may appear to be just another item on display. In fact, they are reusable sanitary underwear that offer an affordable and reliable alternative where access to disposable menstrual pads is limited.
The ultra-absorbent underwear is now produced locally by women as part of a United Nations Population Fund (UNFPA) project, funded by the Government of Japan and implemented in partnership with Japanese companies, including Be-A Japan, the start-up that developed the product.
"These shorts are especially popular with teenage girls because they're easy to use. Mothers often buy them for their daughters," says a project participant who now sells the products in Ethiopia's northern Tigray Region.
– Miyoko Watanabe Former Vice-President, Science Council of Japan
“As women’s health is a global challenge requiring diverse perspectives, collaborative and inclusive efforts are increasingly essential."
After the product was introduced in Japan and later in Taiwan, Be-A Japan’s technology and social impact attracted the attention of Itochu Corp. and the UNFPA, leading to an initiative in Ethiopia in 2024. The collaborative project supports women and girls in managing menstruation with greater dignity while creating economic opportunities for them. By leveraging Be-A Japan’s technology and the trading house’s technical support, the UNFPA has supported training of some 500 women to sew the underwear using locally sourced materials and produced nearly 45,000 pieces to sell within their communities.
Takahashi sees global growth as an extension of the company’s mission. “Our company name reflects the spirit of ‘girls, be ambitious.’ But our ultimate goal is a society where everyone can live with dignity, without being limited by gender,” she says.
Be-A Japan's absorbent underwear products
The development of Alert Monitor draws on Japan’s clinical expertise, cultivated through careful judgment in individual cases and continuous refinement of practice, Kasai says. The system is currently undergoing clinical testing at 25 hospitals across Rwanda following protocols aligned with World Health Organization guidelines.
Spiker is also sharing Japan’s experience in maternal healthcare by dispatching Japanese midwives to Rwanda. Working closely with local communities, they help women make the most of their own ability to give birth while respecting local customs and individual choices.
- Ayako Kasai Co-CEO, Spiker
"No matter how sophisticated technology becomes, medicine will always require the human touch."
US$1 trillion
Estimated annual economic value that could be unlocked by 2040 by closing the global women's health gap. (World Economic Forum)
¥3.4 trillion
Estimated annual cost of women's health issues to the Japanese economy in 2024
(Japan Ministry of Economy, Trade and Industry)
Local women producing absorbent underwear in Ethiopia
Local women producing absorbent underwear in Ethiopia
Japanese tailor expert advising local workers
The company’s work represents a model of mutual learning and innovation. Its experience in Rwanda, where the high volume of deliveries provides valuable data, helps refine the AI system, while the knowledge gained through these efforts can also contribute to the advancement of obstetric care in Japan, Kasai explains.
“We hope to bring our approach to more communities around the world so that every baby can begin life with a healthy first cry,” she says.
Spiker staff explaining the usage of alert monitor
Patient being examined using Spiker's AI technology
Copyright UNFPA Ethiopia
Copyright UNFPA Ethiopia
Copyright UNFPA Ethiopia