Japan Massage Chair Market Segmented, By Type (Conventional, Robotic), By Product Type (Inversion Massage Chairs, Zero Gravity Massage Chairs, Others), By Distribution Channel (Online, Offline), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Japan Massage Chair market was valued at USD 223.45 Million in 2024 and is expected to grow to USD 345.67 Million by 2030 with a CAGR of 7.54%. The Japan Massage Chair market is primarily driven by the country’s rapidly aging population, which is creating increased demand for therapeutic and relaxation solutions that can be used conveniently at home. With a significant portion of the population aged 65 and above, there is a strong preference for products that support physical well-being and relieve stress, muscle pain, and fatigue. Rising health consciousness and awareness about the benefits of regular massage therapy have further fueled market growth. Also, advancements in massage chair technology—such as AI-powered personalization, zero-gravity positioning, and integrated health monitoring—are attracting a broader consumer base. The busy urban lifestyle and limited time for traditional spa visits have also increased the appeal of at-home wellness devices, making massage chairs a practical and desirable investment.

Key Market Drivers

Rising Elderly Population Across the Region

The rising elderly population across Japan is a major factor driving the growth of the massage chair market. As a part of this, according to a recent study, as of 2023, the number of elderly people in Japan increased by 20,000, reaching a total of 36.25 million. This steady rise underscores the country’s ongoing demographic shift toward an increasingly aging population. With a significant portion of the population aged 65 and above, there is a growing need for convenient, at-home health and wellness solutions that support physical comfort and mobility. Older adults commonly experience muscle stiffness, joint discomfort, and circulation issues, making massage chairs a highly attractive option for daily relief and therapeutic benefits. These chairs provide non-invasive, user-friendly alternatives to regular physical therapy or massage sessions, which can be time-consuming and costly. The development of advanced features such as body scanning, air compression, zero-gravity reclining, and heat therapy further enhances usability and effectiveness for elderly users. As Japan continues to experience one of the highest aging rates globally, the demand for massage chairs is expected to rise steadily, supported by the country's focus on improving quality of life for its senior population.

Surging Busy Urban Lifestyle

​ The surge in Japan's busy urban lifestyle is a significant driver of the massage chair market. As urbanization intensifies, individuals face longer working hours, increased stress, and limited leisure time. As a part of this, according to the Health Ministry, as of 2024, the number of workers officially recognized as suffering from work-related stress, depression, and other mental health conditions reached 883 in the last fiscal year — the highest figure ever recorded. This fast-paced environment has led to a growing demand for convenient, at-home relaxation solutions. Massage chairs provide an accessible means for urban dwellers to alleviate stress, muscle tension, and fatigue without the need to visit spas or wellness centers. Modern massage chairs are equipped with advanced features such as AI-driven personalization, zero-gravity positioning, and compact designs that cater to space-constrained urban homes. The integration of smart technologies, including app-based controls and health monitoring systems, aligns with the tech-savvy nature of Japan's urban population. As the urban workforce continues to seek efficient ways to manage stress and maintain well-being, the demand for high-quality, technologically advanced massage chairs is expected to rise, further propelling market growth in Japan.

Increasing Prevalence of Chronic Pain and Stress

The increasing prevalence of chronic pain and stress in Japan significantly drives the demand for massage chairs. As a part of this, according to the Health and Global Policy Institute (HGPI) as of 2024, around 22.5% of Japan’s adult population—equivalent to approximately 23.15 million individuals—experience chronic pain. These ailments often lead to diminished quality of life, reduced work productivity, and heightened psychological distress. Notably, 70% of individuals undergoing treatment for chronic pain report prolonged therapy durations exceeding a year, with many expressing dissatisfactions due to limited effectiveness. Given the high treatment costs and the need for consistent relief, massage chairs offer a convenient, cost-effective, and non-invasive alternative. They provide targeted therapy for muscle relaxation, stress alleviation, and improved circulation, making them increasingly popular among individuals seeking effective at-home solutions for chronic pain management.

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Key Market Challenges

Increased Competition from Substitutes

Increased competition from substitute products poses a significant challenge to the Japan massage chair market. Consumers now have access to a variety of alternative relaxation and pain relief solutions such as handheld massagers, massage mats, portable massage devices, and traditional manual therapies. These substitutes often come at a lower price point, are more portable, and easier to use, making them attractive options for budget-conscious buyers or those with limited space. Also, wellness trends such as yoga, meditation, and physical therapy exercises offer non-mechanical ways to manage stress and muscle pain, further diversifying consumer choices. As a result, massage chair manufacturers face pressure to differentiate their products through advanced features and enhanced user experiences. The presence of these alternatives limits market penetration and can slow the adoption rate, particularly among younger consumers who may prefer multifunctional or tech-integrated wellness gadgets over bulky massage chairs.

Stringent Government Regulation

​ Stringent government regulations present a notable challenge for the Japan massage chair market. As these products are classified under health and wellness devices, they must comply with strict safety, quality, and electromagnetic compatibility standards set by regulatory authorities. Meeting these requirements often involves rigorous testing, certification processes, and ongoing compliance monitoring, which can increase production costs and extend time-to-market. Also, regulations related to electrical safety, user data privacy (for smart chairs with connected features), and environmental standards for manufacturing and disposal add further complexity. Smaller manufacturers may find it difficult to bear the financial and administrative burdens of compliance, limiting innovation and competition. Also, regulatory differences between domestic and international markets can complicate export opportunities. These factors combined create barriers for market entrants and can slow down the introduction of new, advanced massage chair models, ultimately impacting overall market growth and consumer choice in Japan.​

Key Market Trends

Surging Popularity for Eco-Friendly Materials

The Japanese massage chair market is experiencing a notable shift towards sustainability, driven by increasing consumer demand for eco-friendly products. Manufacturers are responding by incorporating sustainable materials such as recycled plastics, responsibly sourced woods, and biodegradable fabrics into their designs. This trend aligns with Japan's broader environmental goals, including its commitment to achieving net-zero emissions by 2050. In addition to material choices, companies are implementing energy-efficient technologies and designing products for recyclability, further reducing their environmental impact. This movement towards sustainability not only caters to the growing eco-conscious consumer base but also positions brands as responsible corporate entities, enhancing their appeal in a competitive market. As environmental considerations become increasingly important to consumers, the adoption of eco-friendly practices in the massage chair industry is expected to continue to rise, influencing purchasing decisions and shaping the market's future direction.

Increased Online Sales

The surge in online sales is a pivotal trend reshaping Japan's massage chair market. . As a part of this, according to a recent study, as of 2024, a substantial 76% of the population—equivalent to 94 million individuals—engage in online shopping, highlighting the extensive penetration of e-commerce throughout the country. E-commerce platforms have become essential, offering consumers the convenience of browsing, comparing, and purchasing massage chairs from the comfort of their homes. This shift has been accelerated by advancements in digital marketing, virtual product demonstrations, and enhanced online customer support, making high-end wellness products more accessible. Also, the integration of augmented reality (AR) tools allows potential buyers to visualize how massage chairs would fit in their living spaces, further bridging the gap between online and offline shopping experiences. Brands are also leveraging social media influencers and targeted advertising to reach a broader audience, particularly younger, tech-savvy consumers. As a result, online sales channels are not only expanding market reach but also driving innovation and competition within the industry.

Compact & Ergonomic Designs

​ The Japanese massage chair market is witnessing a significant shift towards compact and ergonomic designs, catering to the evolving needs of urban consumers. With the increasing trend of smaller living spaces in metropolitan areas like Tokyo and Osaka, there's a growing demand for massage chairs that offer full functionality without occupying substantial floor area. Manufacturers are responding by developing models that combine advanced features such as AI-driven customization, zero-gravity reclining, and comprehensive body scanning with space-saving mechanisms. These innovations allow the chairs to recline fully while requiring minimal clearance, making them suitable for apartments and smaller homes. Also, ergonomic considerations ensure that these chairs provide optimal support and comfort, enhancing the overall user experience. As a result, compact and ergonomic massage chairs are becoming increasingly popular among Japanese consumers seeking wellness solutions that fit seamlessly into their modern lifestyles.

Segmental Insights

Distribution Channel Insights

Offline dominated the Japan Massage Chair market, primarily due to consumers’ preference for physically experiencing products before purchase. Massage chairs are high-investment items where touch, comfort, and functionality play crucial roles in buying decisions. Showrooms and specialty stores allow customers to test various models, assess features firsthand, and receive personalized guidance from sales staff. Also, many buyers, especially older adults, feel more comfortable with in-person consultations and demonstrations. Established retail networks and trusted brand presence further reinforce offline sales dominance. Despite rising online sales, the tactile experience and expert support keep offline channels central to the market.

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Regional Insights

Hokkaido & Tohoku dominated the Japan Massage Chair market, due to several key factors. These areas experience colder climates and longer winters, which often lead to increased muscle stiffness and joint discomfort among residents, driving demand for therapeutic products like massage chairs. Also, both regions have a relatively higher proportion of elderly populations, who prioritize health and wellness solutions that provide pain relief and relaxation at home. Also, Chugoku region is driven by is driven by a combination of increasing health consciousness and growing urbanization. As cities like Hiroshima and Okayama expand, busy lifestyles create a higher demand for convenient at-home relaxation solutions. The region also has a significant aging population, which fuels the need for therapeutic devices that help alleviate chronic pain and improve mobility.

Recent Developments

• In May 2025, Fuji Medical Equipment Co., Ltd. a leading manufacturer of beauty and health products, is proud to announce its certification by Guinness World Records on May 22, 2025, as the “Longest-Selling Robotic Massage Chair Company.”
• In April 2025, Fuji Medical Equipment Co., Ltd., headquartered in Chuo-ku, Osaka City, a leading manufacturer of beauty and health products, is set to launch the “CirC GRACE Massage Chair L24 MR385” (hereinafter referred to as “MR385”) under its premium brand SYNCA. The MR385 combines an elegant design with a comprehensive selection of massage programs, aligning with SYNCA’s commitment to promoting a high-quality, healthy lifestyle through advanced functionality and refined aesthetics.
• In April 2025, baseRespo Co., Ltd, provider of the EC-focused installment payment SaaS "Respo," has begun offering products from Fuji Medical Co., Ltd., a leading massage equipment manufacturer, on its installment-based e-commerce platform. This initiative introduces a new, budget-friendly purchasing option for consumers while helping businesses reduce cart abandonment, minimize dropouts, and enhance customer loyalty.

Key Market Players

• Fuji Medical Instruments Mfg. Co., Ltd.
• Panasonic Holdings Corporation
• Family Inada Co., Ltd
• Human Touch, LLC
• Daiwa Massage
• Cozzia-USA LLC
• VD GROUP
• Infinite Creative Enterprises, Inc.
• Massage Chair Heaven
• OSIM International Pte. Ltd

Report Scope:

In this report, the Japan Massage Chair Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Japan Massage Chair Market, By Type:

o   Conventional

o   Robotic

• Japan Massage Chair Market, By Product Type:

o   Inversion Massage Chairs

o   Zero Gravity Massage Chairs

o   Others

• Japan Massage Chair Market, By Distribution Channel:

o   Online

o   Offline

• Japan Massage Chair Market, By Region:

o   Hokkaido & Tohoku

o   Chubu

o   Chugoku

o   Kyushu

o   Rest of Japan

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Japan Massage Chair Market.

Available Customizations:

Japan Massage Chair Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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