Innovative Showcase: Japan Pavilion at WHX Dubai 2026

JETRO organized the JAPAN PAVILION at World Health Expo Dubai (WHX Dubai) 2026, held from 9 to 12 February 2026, at the Dubai Exhibition Centre in Expo City Dubai. Formerly known as Arab Health, the exhibition was rebranded as WHX Dubai this year and relocated from the Dubai World Trade Centre to its new venue at the former Expo 2020 Dubai site.

According to the organizer, the exhibition welcomed more than 80,000 visitors, reaffirming its position as one of the world’s leading healthcare trade fairs.

At the JAPAN PAVILION, JETRO showcased 24 Japanese companies, including 8 startups specializing in digital health. This year marked JETRO’s 16th participation in the JAPAN PAVILION since the Arab Health era, including the online edition held during the COVID-19 pandemic.

Across the exhibition venue, 62 Japanese companies exhibited, placing Japan 15^th in terms of the number of exhibitors among participating countries and regions.

On the final day of the exhibition, the Minister of Health and Prevention visited the JAPAN PAVILION as part of an official tour of the WHX venue. JETRO introduced the JAPAN PAVILION and its exhibiting companies, and one participating startup presented its technology. The Minister showed strong interest in the startup’s innovative solution as well as in the exhibits of the Japanese companies.

Despite the venue change, the JAPAN PAVILION attracted strong interest throughout the exhibition. Many participating companies commented that their booths received more visitors than in the previous year, and exhibitors reported productive discussions with promising distributors in the Middle East and Asia, as well as opportunities to explore collaboration with major companies that would have been difficult to reach through ordinary channels.