Health and Global Policy Institute (HGPI) will hold an HGPI Seminar titled “How We Can Build a Society That Supports Choices Around Organ Donation: Exploring Decision-Making by Citizens and a Multi-Layered Approach through Strategic Social Marketing.” This seminar will examine the future of organ transplantation in Japan from the perspectives of social marketing and behavioral science, based on its current situation and challenges.

Organ transplantation in Japan has made steady progress through the efforts of many stakeholders, following the enactment of the Act on Organ Transplantation in 1997 and the full enforcement of its revised version in 2010. At the same time, the number of organ transplants performed remains low compared to other countries. While approximately 17,000 people are registered with the Japan Organ Transplant Network hoping to receive a transplant, only a limited number are able to actually receive one. Even among medical institutions that perform organ transplants from brain-dead donors, cases have been reported in which procedures were not carried out due to insufficient arrangements of physicians and medical personnel.

Nevertheless, recent trends show that the situation is steadily improving. The number of organ donations following brain death exceeded 100 for the first time in fiscal year 2022, then reached 116 in fiscal year 2023 and 139 in fiscal year 2024, reaching record highs for three consecutive years. From the full enforcement of the revised Act on Organ Transplantation in July 2010 through the end of March 2025, a total of 1,095 organ donations following brain death were recorded. Within the Organ Transplant Committee under the Health Sciences Council of the Ministry of Health, Labour and Welfare, there is also growing recognition that the number of organ donors has been gradually increasing. In addition, efforts are being made across various sectors to strengthen systems at donating institutions and to promote awareness that encourages people to communicate their intentions regarding organ donation. It is hoped that these accumulated efforts will help strengthen the social foundation needed to support each individual’s choice.

For this HGPI seminar, we are pleased to welcome Dr. Yoko Uryuhara (Professor, Faculty of Commerce, Doshisha University / Director, Social Marketing Research Centre, Doshisha University / Board Member, Japan Organ Transplant Network). Dr. Uryuhara is one of the leaders who has long been engaged in research and advocacy in this field and who has helped drive recent advances. She will speak on the current situation and challenges surrounding organ transplantation in Japan, as well as insights from social marketing and behavioral science and the initiatives built on these insights. The seminar will explore the future direction of organ transplantation in Japan, with the aim of realizing a society in which every individual can make decisions with full understanding and confidence in their choices.

[Overview]

• Speaker: Dr. Yoko Uryuhara (Professor, Faculty of Commerce, Doshisha University / Director, Social Marketing Research Centre, Doshisha University / Board Member, Japan Organ Transplant Network)
• Date & Time: Monday, November 9, 2026; 18:30-19:45 JST
• Format: Online (Zoom Webinar)
• Language: Japanese
• Participation fee: Free
• Capacity: 500 participants

■Speaker Profile

Yoko Uryuhara (Professor, Faculty of Commerce, Doshisha University / Director, Social Marketing Research Centre, Doshisha University / Board Member, Japan Organ Transplant Network)

Yoko Uryuhara, Ph.D., is Professor at the Faculty of Commerce, Doshisha University, and Director of the University’s Social Marketing Research Centre. She holds an MBA and a Ph.D. in Business Administration. She also serves as Representative Director of the Japan Social Marketing Association, a Board Member of the Japan Academy of Business Administration, and an Associate Member of the Science Council of Japan. Her areas of expertise include social marketing and behavior change management. Her major publications include Social Marketing (Bunshindo, 2025) and Creating a Better Society through Behavioral Science (Bunshindo, 2021). Her honors include the Yoshida Hideo Memorial Award and the Japan NPO Research Association Award for Excellence.