Yamashita Showcases at CHINA AID 2026: A Leap into Silver Economy
Yamashita, a prominent player in the caregiving product rental sector, recently marked its presence at CHINA AID 2026, the largest caregiving and welfare exhibition in China, held in Shanghai from June 4 to June 6, 2026. This was Yamashita's sixth consecutive participation in this significant event. The company's exhibit took inspiration from the Silver Living Experience Hall, presenting caregiving products in six categories: clothing, food, housing, mobility, health, and AI. Together with 12 other notable Japanese caregiving enterprises, including Umios, Earth Chemical, and WellFan, Yamashita effectively showcased Japan’s caregiving services and products, capturing the attention of various government officials and media representatives throughout the event. Reports indicated that approximately 100 business negotiations regarding franchises took place, highlighting a keen interest in Japanese-style caregiving services within the Chinese market.
As China, much like Japan, faces an aging society, the country has started to recognize the 'Silver Economy' as a strategic priority. In this context, numerous policies aimed at revitalizing this sector have been introduced. Yamashita (Shanghai) Elderly Services Co., Ltd., established a joint venture with WellFan, a major domestic wholesaler of caregiving products, in November 2025 to kickstart the import sale and e-commerce business for Japanese caregiving products.
Traditionally, online sales have dominated the caregiving product market in China. However, there has been a significant shift towards the importance of in-person experiences and assessments — where specialized staff evaluate the physical conditions, living environments, and caregiving needs of users to recommend the most suitable items. Consequently, there has been a growing demand for physical retail locations.
In February 2026, collaborating with Ito-Yokado's local entity, Yamashita opened a 200-square-meter retail space called the 'Yamatsuki Rukyu Silver Living Experience Hall' on the fourth floor of the Ito-Yokado Shuangnan store in Chengdu. This exhibit allows customers to physically interact with major Japanese caregiving products, providing opportunities for hands-on demonstrations and consultations.
This year, Yamashita's exhibit, the 'Yamatsuki Rukyu Silver Living Experience Hall,' featured joint contributions from 12 Japanese companies. The exhibit showcased a range of highly-rated caregiving products, including electric beds, power wheelchairs, and manual wheelchairs, as well as demonstrations related to home renovations and rentals. The event attracted considerable attention from both government officials and media, leading to around 100 franchise negotiations, reflecting the growing interest in Japanese caregiving methodologies in China.
Aside from Chengdu, the 'Yamatsuki Rukyu Silver Living Experience Hall' has also opened branches in Shanghai, Wuxi, and Zhejiang, reaching a total of six stores as of July 8, 2026. Among these, the store in Shaoxing, Zhejiang, operates as a franchise with plans to further expand its franchise stores.
The six locations include: Chengdu Core Store, Chengdu Ito-Yokado Store, Shanghai Silver Convenience Store, Shanghai Wanhui Plaza Store, Wuxi Jiangxi Silver Mall Store, and Zhejiang Shaoxing Store (Franchise).
Since its establishment in 1963, Yamashita has been at the forefront of the caregiving product rental industry, laying its roots in the sector even before Japan's long-term care insurance system was established in 1986. The company now operates over 80 bases nationwide in Japan. Having launched its operations in China in 2020, Yamashita has progressively expanded its business to encompass caregiving product rentals, home renovations, and showroom operations. In 2024, it founded Yamashita (Shanghai) Elderly Services Co., Ltd., to oversee its Chinese ventures. Subsequently, they established Yamashita Weilaofan (Shanghai) Industrial Development Co., Ltd. in 2025, in joint collaboration with WellFan.
Additionally, in 2025, Yamashita founded Chengdu Health Management Co., Ltd. to participate in pilot programs for caregiving product rental services led by the Chengdu civil affairs bureau. This accelerated the company's efforts to establish a foothold in the Chinese market. By February 2026, Yamashita initiated its retail operations with the introduction of 'Yamatsuki Rukyu Silver' product stores, continuing to expand its footprint with six locations to date in the region.
Since its inception in 1963, Yamashita has upheld its corporate philosophy of 'living correctly, living richly,' establishing a significant position in both rental and sale sectors of caregiving products. The company focuses on enhancing the job satisfaction of its employees while also elevating customer experience. Targeting a revenue goal of 85 billion Yen by 2030, Yamashita is also committed to leveraging technology for digital transformation (DX), aiming for improved quality of service and productivity. This will enable them to venture into surrounding business areas and expand internationally, challenging itself to achieve nonlinear growth with a long-term vision of generating annual revenues of 1 trillion Yen by 2050.
Company Overview:
Responding to the Growing Demand for Hands-on Experiences
As China, much like Japan, faces an aging society, the country has started to recognize the 'Silver Economy' as a strategic priority. In this context, numerous policies aimed at revitalizing this sector have been introduced. Yamashita (Shanghai) Elderly Services Co., Ltd., established a joint venture with WellFan, a major domestic wholesaler of caregiving products, in November 2025 to kickstart the import sale and e-commerce business for Japanese caregiving products.
Traditionally, online sales have dominated the caregiving product market in China. However, there has been a significant shift towards the importance of in-person experiences and assessments — where specialized staff evaluate the physical conditions, living environments, and caregiving needs of users to recommend the most suitable items. Consequently, there has been a growing demand for physical retail locations.
In February 2026, collaborating with Ito-Yokado's local entity, Yamashita opened a 200-square-meter retail space called the 'Yamatsuki Rukyu Silver Living Experience Hall' on the fourth floor of the Ito-Yokado Shuangnan store in Chengdu. This exhibit allows customers to physically interact with major Japanese caregiving products, providing opportunities for hands-on demonstrations and consultations.
Collaboration with 12 Other Japanese Companies
This year, Yamashita's exhibit, the 'Yamatsuki Rukyu Silver Living Experience Hall,' featured joint contributions from 12 Japanese companies. The exhibit showcased a range of highly-rated caregiving products, including electric beds, power wheelchairs, and manual wheelchairs, as well as demonstrations related to home renovations and rentals. The event attracted considerable attention from both government officials and media, leading to around 100 franchise negotiations, reflecting the growing interest in Japanese caregiving methodologies in China.
Expanding Stores Across Multiple Cities
Aside from Chengdu, the 'Yamatsuki Rukyu Silver Living Experience Hall' has also opened branches in Shanghai, Wuxi, and Zhejiang, reaching a total of six stores as of July 8, 2026. Among these, the store in Shaoxing, Zhejiang, operates as a franchise with plans to further expand its franchise stores.
The six locations include: Chengdu Core Store, Chengdu Ito-Yokado Store, Shanghai Silver Convenience Store, Shanghai Wanhui Plaza Store, Wuxi Jiangxi Silver Mall Store, and Zhejiang Shaoxing Store (Franchise).
Yamashita’s Expansion in China
Since its establishment in 1963, Yamashita has been at the forefront of the caregiving product rental industry, laying its roots in the sector even before Japan's long-term care insurance system was established in 1986. The company now operates over 80 bases nationwide in Japan. Having launched its operations in China in 2020, Yamashita has progressively expanded its business to encompass caregiving product rentals, home renovations, and showroom operations. In 2024, it founded Yamashita (Shanghai) Elderly Services Co., Ltd., to oversee its Chinese ventures. Subsequently, they established Yamashita Weilaofan (Shanghai) Industrial Development Co., Ltd. in 2025, in joint collaboration with WellFan.
Additionally, in 2025, Yamashita founded Chengdu Health Management Co., Ltd. to participate in pilot programs for caregiving product rental services led by the Chengdu civil affairs bureau. This accelerated the company's efforts to establish a foothold in the Chinese market. By February 2026, Yamashita initiated its retail operations with the introduction of 'Yamatsuki Rukyu Silver' product stores, continuing to expand its footprint with six locations to date in the region.
About Yamashita
Since its inception in 1963, Yamashita has upheld its corporate philosophy of 'living correctly, living richly,' establishing a significant position in both rental and sale sectors of caregiving products. The company focuses on enhancing the job satisfaction of its employees while also elevating customer experience. Targeting a revenue goal of 85 billion Yen by 2030, Yamashita is also committed to leveraging technology for digital transformation (DX), aiming for improved quality of service and productivity. This will enable them to venture into surrounding business areas and expand internationally, challenging itself to achieve nonlinear growth with a long-term vision of generating annual revenues of 1 trillion Yen by 2050.
Company Overview:
- - Headquarters: Shizuoka, Shimada City, Nakagawa 737
- - Tokyo Office: Minato City, Tokyo, Konan 2-15-3, Shinagawa Intercity C Building 8F
- - Established: March 6, 1963
- - CEO: Kazuyoshi Yamashita
- - Business Activities: Rental and sale of welfare equipment, linen supply, etc.
- - Revenue: 37.32 billion Yen (Fiscal Year Ending March 2026)
- - Employees: 2,979 (as of March 2026)
- - Yamashita Corporate Website: Yamashita
- - Linen Supply for Hotels: Yamashita Hotels
- - Introduction to Caregiving Products: Yamashita Sugut Kita
- - Comprehensive E-commerce for Caregiving Products: Yamashita Online Store
Topics Consumer Products & Retail）
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