What is the Hormone Hug Project, designed to help women gracefully navigate menopause?

Dentsu Inc.'s cross-functional internal organization 'Femtech and BEYOND.' views femtech as relevant not only to women but to society as a whole, driving various initiatives.

This series explores the evolving trends in femtech and its significance through the organization's initiatives, exchanging perspectives with diverse companies and media outlets.

This installment reports on the media briefing for the "Hormone Hug Project," an initiative launched through the collaboration between "Femtech and BEYOND." and Anfer, designed to support individuals navigating hormonal changes, including menopause. We cover the highlights of this event, which comprehensively addressed a wide range of topics: foundational knowledge about menopause, personal experiences shared by influencers, and global business trends related to menopause.

This project, run by volunteers across industries and sectors, addresses health challenges related to hormonal balance changes, such as menstrual pain, PMS, and menopause for both men and women. Led by "Femtech and BEYOND." and Angfa, activities commenced in March 2025, with a media briefing held at Dentsu Inc. Hall on May 22nd of the same year. We are continuously seeking supporters for our activities and brands/manufacturers interested in sponsorship.

Economic losses due to menopause amount to approximately 3.1 trillion yen annually! Let's share the burden and navigate this together!

First, Ms. Aiko Ishimoto of Dentsu Inc., also a founding member of the Hormone Hug Project, took the stage. "Right off the bat, do you ever consciously think about male or female hormones in your daily life?" she asked. She explained that hormones "affect everyone regardless of age or gender" and "fluctuate throughout all stages of life, including puberty, rebellious phases, menstruation, childbirth, and menopause."

She further noted that these hormonal changes represent "a hidden social issue faced by working-age men and women." Projecting slides onto the screen at the front of the venue, she revealed data: "Approximately 88% of women harbor anxieties about menopause," "Nearly half of women in their 50s experience menopause as a self-reported symptom," and additionally, "The number of potential male menopause sufferers reaches 6 million."

He then explained the symptoms of menopause. He stated that a wide range of symptoms can occur, including insomnia, decreased performance, irritability, hot flashes (sudden facial flushing and sweating), and even dry mouth and dry eyes.

"Despite experiencing such a wide range of symptoms, many people just endure them, thinking, 'Maybe it's just my age?' They struggle alone, unable to consult anyone and unsure of the right solution. Moreover, this period of menopause often coincides with the peak of one's career, when responsibilities at work intensify. When menopausal discomfort overlaps with the need to perform at the highest level, it can lead to forced resignation. The resulting economic loss is estimated at approximately 3.1 trillion yen annually.

Despite this serious situation, there hasn't been a major movement focused on menopause within Japan yet. There are few products or services available, and I believe there is significant market potential. There must be so much we can do. Rather than overcoming the hardship by sharing it, we want to coexist with it and "ride it out" together. It was with this desire that we launched the Hormone Hug Project." (Ms. Ishimoto)

She continued, explaining, "There are regional disparities regarding access to this sensitive information." She emphasized that it's crucial not to limit activities to urban areas with access to healthcare and information, but rather to expand them to regional areas—indeed, to start from the regions.

"I hear that in rural areas, just being in menopause can lead to prejudice, and simply visiting a gynecologist can become the subject of gossip," said Ishimoto. "That's precisely why we need places to talk, places to connect." She concluded the first part by appealing to participating companies for their cooperation, stating, "I truly, truly believe that the power of local communities is Japan's potential. I want to create these places in communities, with everyone's help."

Menopause spans the decade around age 50. It's a period where challenges like caring for aging parents and navigating children's adolescence often overlap.

The main session, Part 2, featured Dr. Satoko Hamanaka, Director of Creage Tokyo Ladies' Clinic; Naoko Okawa, a fashion editor and stylist actively sharing information about menopause; and Emi Ryubuchi, a fashion director. Dr. Hamanaka began by lecturing on the basics of menopause and hormones.

Unlike male hormones, which consist of just one type (testosterone), female hormones comprise two types: estrogen and progesterone. These fluctuate, triggering menstruation and ovulation. The balance between these two female hormones stabilizes around the early twenties, and this equilibrium begins to break down during menopause. Estrogen, in particular, experiences significant fluctuations and reportedly drops sharply as menopause approaches. For Japanese women, menopause is said to span about 10 years centered around age 50, often beginning between ages 48 and 50. Due to lifestyle changes and delayed childbearing, many women now experience longer menstrual cycles, with some not reaching menopause until after age 55. "It feels like the menopausal period is shifting slightly later," says Dr. Hamanaka.

Men, while lacking a specific "menopause" milestone, can also experience a significant drop in testosterone as they approach their own menopausal phase. Unlike women, who inevitably experience hormonal decline and menopause, men show considerable individual variation in hormone reduction. "Precisely because this variation is so large, many men are actually unaware they are going through menopause," explains Dr. Hamanaka. He elaborated on how male menopause is often invisible and easily overlooked.

"For both men and women, the menopausal period often coincides with family challenges like caring for aging parents or dealing with children going through adolescence. These stresses frequently exacerbate menopausal symptoms. Additionally, recent research suggests personality factors play a role, with symptoms tending to be more pronounced in conscientious individuals. Menopausal symptoms emerge from the interplay of multiple complex factors. No two people experience them identically, and even the same person may have different symptoms at different times. Therefore, it's crucial to adapt flexibly and address them individually," said Dr. Hamanaka.

She emphasized that to successfully navigate menopause, it's vital to understand individual differences and adopt a flexible approach to "ride it out."

"I can't trust people, I can't take a bath..." The raw, personal experiences of menopause

The theme for the latter half of Part 2 was "My Menopause." Centered around Ms. Oogusa and Ms. Ryuen, a candid discussion about menopause unfolded.

First, Ms. Okawa shared her experiences. As her menopause history graph appeared on the screen, she recounted various episodes based on it.

"I'm generally healthy and have good stamina, so I didn't feel many menopausal symptoms at first. However, in my late 40s, my sleep became extremely light. Soon after, I started experiencing severe mood swings and found myself unable to trust the people around me. Realizing this was serious, I consulted friends of the same age and specialists, and began taking synthetic hormones. These didn't agree with my body, causing palpitations and swelling, so I later switched to natural hormones. Currently, my menopausal symptoms have settled down considerably, and I'm able to live a normal daily life." (Ms. Oogusa)

Next, Ryuen shared her own menopause timeline. "When I was 48, a close friend passed away, and my mental state plummeted," she recalled about the start of her instability. "I couldn't stop crying and couldn't even take a bath."

"I'd always worked in fashion magazines, so outwardly I kept up appearances—dressing stylishly, wearing perfume, acting composed. But in reality, I wasn't bathing or changing clothes. Then my father passed away, and I reached a point where I couldn't cope anymore. I went to the hospital to have my hormone levels checked and started monitoring my condition closely. After that, I began taking supplements said to help with menopause, started exercising... I also adopted a technique called "journaling," where I reflect on my history in about 500 words daily, and gradually regained myself." (Ms. Ryūen)

Both women shared that after many twists and turns, they've learned to "ride out" menopause. They described it as "a time to face yourself and reevaluate your life" and "a moment to find your own treatment methods and ways to cope, to recover yourself."

Further insights followed: "Menopause is like a gacha machine—100 people, 100 different symptoms. You never know what you'll get," and "Having 'menopause friends' you can talk to about anything is crucial," (Ms. Ōkusa). "Menopause is a 'hormonal storm.' Unexpected things happen, but turning hardship into laughter is key," (Ms. Ryūen).

Oogusa concluded, "To navigate menopause together, disseminating accurate information and creating spaces for open discussion are essential." She highlighted the current reality where women, especially those in rural areas, endure silence after being told by family that "menopause isn't an illness" or suffer alone without anyone to consult. She spoke forcefully, stating, "I want to change this situation somehow."

The Menotech market is expanding in the US. Japan is now entering a phase of market development.

The theme of the following Part 3 was "Global Menopause Business Trends." Ryo Okuda, a member of Femtech and BEYOND., took the stage and introduced the term "Menotech," referring to businesses that solve menopause issues through technology. Menotech is part of Femtech. She explained that "the U.S. has the largest Femtech market, accounting for 51% of the total," and that "Asia's Femtech market is only 8%, while Japan's is completely untapped, with its market share unknown."

Next, unique Menotech products gaining global attention were introduced. These included a watch-type device to control hot flashes and an air conditioner equipped with a Menopause Mode.

The momentum of Menotech is accelerating overseas. This trend will likely reach Japan in the not-too-distant future.

Concluding his talk, Mr. Ishimoto urged, "Let's focus on hormones together and energize this field." The packed audience responded with enthusiastic applause, clearly convinced by his message.