Otetutabi Selected for Nikkei's 2026 Market-Making Companies List

Otetutabi and Its Recent Accomplishment

Otetutabi, a human resource matching service that combines assistance with travel, has been recognized by Nikkei Cross Trend in their annual report, Future Market-Making Companies 2026, for the second consecutive year. This platform is designed to support and create opportunities for seniors, aligning perfectly with emerging societal needs.

Overview of the 2026 Market-Making Companies

The Nikkei Cross Trend report identifies 100 companies that possess the potential to transform everyday life and society, focusing on businesses that are expected to excel in the coming year. The theme for the 2026 edition centers on the evolution of AI, which is revolutionizing consumer habits and lifestyle choices. Japan faces significant challenges, including rising prices, an aging population, and a labor shortage, which underscore the necessity for innovative business models.

Otetutabi was specifically recognized in the Seniors category, highlighting the platform’s promise in providing opportunities for senior citizens who are becoming increasingly integral to society. The collaboration with the JR East Group was also a key factor in this selection, as it formed a unique model of travel, employment, and community engagement focused on seniors.

Seniors' Role in Society

As Japan's population ages, projections suggest that by 2036, one in three residents will be 65 or older. For active seniors, working in their communities transcends mere financial necessity; it offers them a sense of purpose and connection. Otetutabi, in partnership with JR East, launched a model that merges railway travel, work, and social interaction specifically designed for this demographic. This innovative approach empowers seniors to engage with local communities, contributing to various industries that are facing labor shortages.

Comments from CEO Rina Nagaoka

Rina Nagaoka, CEO of Otetutabi, expressed her gratitude for the recognition: “It’s a tremendous honor to be listed again this year among the Market-Making Companies. Particularly amidst many societal challenges, I’m delighted that our initiatives in the senior sector have garnered attention. Since our establishment, we have strived to transform labor shortages into productive matches, and it is inspiring to witness the active participation of seniors in this effort.” Nagaoka also emphasized the growing vitality and energy among seniors today, noting their eagerness to contribute positively to society post-retirement.

The Concept of Otetutabi

Otetutabi is a human resource matching service that uniquely merges short-term job opportunities with travel experiences. It connects local businesses facing labor shortages with travelers eager to work while exploring new destinations. Participants bear their own travel costs, but they can earn income during their stay, effectively easing the financial burden of travel.

Local businesses benefit by attracting workers from across the country and seeing these workers engage with the local area during their downtime, which helps stimulate regional economies. As of December 4, 2025, Otetutabi boasts over 90,000 registered users, with an increasing number of participants aged 50 and above.

Growth Among Senior Users

While the majority of users are from Generation Z (those born between the mid-1990s and early 2010s), there is a notable increase in users from the 50+ age group. This trend reflects a broader social shift towards longer life expectancy and active engagement after retirement. Otetutabi's aim is to bridge this gap and create new channels for seniors to share their experience and skills.

Vision for the Future

Otetutabi is committed to addressing regional labor shortages by fostering a new flow of people towards rural areas. By working in local communities, users have the opportunity to engage deeply with residents beyond typical tourist interactions. Each of these connections contributes to a sustainable community of ongoing supporters, ensuring that both locals and visitors can benefit from a vibrant, interlinked society.

Media Inquiries

Otetutabi is actively seeking to increase awareness of its new travel model and the opportunities for seasonal workforce recruitment. Media representatives interested in interviewing company representatives or covering Otetutabi’s story are encouraged to reach out directly.