【Interdisciplinary Studies of Femtech】 Vol.2: The definition of Femtech?
In this second article, we explore FemTech by examining its definitions from multiple perspectives. While there is a broadly shared understanding, a precise definition of FemTech has yet to be established. In Japan, the term is generally perceived as encompassing “anything related to women’s health.” However, the emphasis on the “tech” aspect is often minimal, resulting in frequent conflation of FemCare and FemTech, with the two terms sometimes being used interchangeably.
Instead of focusing on which definition is correct, our goal is to analyze what is currently regarded as “Femtech” in Japan and to deepen our understanding of its evolving landscape.
The various definitions
(1) Dictionary: Cambridge Dictionary
It seems that Japanese dictionaries have not yet included this term (as of January 2023).
abbreviation for female technology: electronic devices, software, or other technology relating to women's health, for example software that records information about menstruation (= the monthly changes in a woman's body) and fertility (= the possibility that she will become pregnant):
(2)The Diet (Parliament) Members Caucus for the Promotion of Femtech LDP (Femtech Giren in Japanese)
“Refers to software, diagnostic kits, and other products and services developed to enhance the wellness and sexual wellness of women and their partners.”
A notable feature is that it includes not only women but also their partners, with a particular emphasis on sexual wellness.* (Reference 1)
(3) Cabinet Office
Femtech is a coined term derived from “Female” and “Technology,” referring to products and services that address issues unique to women, such as menstruation and menopause, through advanced technologies.
(Honebuto Policy 2021)
This same definition is used by the Ministry of Health, Labour and Welfare and the Tokyo Metropolitan Government (in their Femtech Support Project).
(4) Ministry of Economy, Trade and Industry (METI)
Femtech is a coined term combining “Female” and “Technology,” referring to products and services that leverage technology to address women’s health issues. This study categorizes the application areas of Femtech into six fields based on health challenges across women’s life stages: “Menstruation,” “Pregnancy and Infertility,” “Postpartum Care,” “Menopause,” “Gynecological Diseases,” and “Sexual Wellness.”
*Note: While this definition is used in this report, there is no universally established definition of “Femtech.”
(5) Femtech Community Japan
Femtech is a coined term combining “Female” and “Technology.” It refers to a field that aims to address various health issues faced by women, such as menstruation and infertility, through the use of diverse technologies.
There is certainly room for debate about whether sexual wellness should be included and how broadly the “tech” component should be defined. However, rather than scrutinizing whether individual services or products align with a strict definition, I believe that what is needed at this stage is a holistic view of the field as an emerging industry. With that in mind, our focus will shift toward examining the actual dynamics and current realities of this domain.
What is the practical reality?
(1) METI’s “Femtech Support Service Demonstration Project”
This project provides funding to various initiatives (including multiple projects by the same companies), reveals that a total of 57 projects were approved between FY2021 and FY2023.
A significant number of these projects focus on enhancing health literacy through seminars and educational contents.
There has been a noticeable increase in specialized initiatives targeting specific areas such as menstruation and menopause, alongside general women’s health literacy.
Notably, consulting services and platforms tied to “health management” and “human capital management”—absent in FY2021—have begun to emerge, with two projects approved in FY2022 and three in FY2023. This trend reflects alignment with policy developments, such as the human capital management indicators discussed in our previous article.
(2) Project Survey on ELSI in FemTech
In academia, the field of Science, Technology, and Society (commonly known as STS) conducted a project in FY2022 titled “Project Survey on ELSI in FemTech.”
Note: ELSI refers to the Ethical, Legal, and Social Issues associated with science and technology (Reference 2).
Media Analysis of FemTech
The study analyzed the following media over a one-year period (November 2021–October 2022):
1. X (formerly Twitter):
Japanese tweets containing the terms “フェムテック” or “Femtech.”
2. Instagram:
Posts with the hashtag #フェムテック .
Key Findings:
• Twitter:
Until the first half of 2022, most posts focused on opinions and reviews of menstrual care products and services. However, starting from mid-October 2022, keywords such as “disgusting,” “uterus spirituality,” and “pseudoscience” began to appear.
• Instagram:
Posts included topics related to menstrual care, infertility and pregnancy care, and online gynecological consultations. However, a significant proportion focused on “delicate zone care” (cosmetics and supplements), categorized under FemCare. On Instagram, the image of “FemTech” seemed heavily influenced by beauty and fashion influencers, with most posts unrelated to advanced information technologies.
(3) FemTech and Generation Z
Insights from interviews with members of Generation Z (conducted between November 2023 and January 2024) reveal distinct perceptions of the term “FemTech”:
A term used when searching for convenient, health-related products, particularly for menstruation.
Specifically associated with items like absorbent period underwear and menstrual cups.
Viewed as having a somewhat spiritual or “religious” vibe, akin to the concept of “organic.”
These impressions broadly fall into two categories:
(1) Menstrual-related products.
(2) Something ambiguous or even suspicious.
This perspective aligns with the findings from our earlier media analysis.
While women’s magazines are beginning to feature special sections on FemTech, their coverage often revolves around absorbent period underwear or blends FemTech with topics like gut health and serums under the umbrella of “latest beauty trends.”
For those familiar with FemTech—such as readers of this article—your understanding may differ significantly. However, in mainstream public perception, FemTech still tends to be associated with vagueness, unease, or simply menstrual-related products. At the same time, within the FemTech industry itself, there is a growing recognition of its potential as a strategic tool to enhance human capital management.
(4) What Does the Originator of "FemTech" Think Today?
At FemTech Fes 2024, Ida Tin, the founder of the menstrual tracking app Clue and the originator of the term “FemTech,” joined a panel discussion. A special thanks to the FemTech Fes organizing committee for delivering such a remarkable event!
During the discussion, Tin was asked: “Looking back after eight years, are you happy with coining the term ‘FemTech’? Is there anything about how the term is used today that you find concerning?”
It was really needed. … It is easier to say that I am looking at a company that helps, do something that is socially awkward such as period or breast- easier to say with "femtech"
Just as Ida Tin coined the term “FemTech” out of necessity to engage with investors, I believe Japan is now at a stage where the emphasis should shift from defining the term to leveraging it as a unifying concept. This involves expanding communities, increasing public awareness, and fostering the development of FemTech as a sustainable and recognized industry.
References:
1. Kawasaki, T. (2023). Femtech and “Women’s Health”: Who Benefits from Research and Development? Gendai Shiso, 51(6), 31–39. Retrieved from https://cir.nii.ac.jp/crid/1520296818738430080
2. Japan Science and Technology Agency (JST). (2022). Project Planning and Research Final Report for the Social Technology R&D Program. Retrieved from https://projectdb.jst.go.jp/file/JST-PROJECT-22714168/JST_1115173_22714168_2022_%E6%A8%99%E8%91%89_PER.pdf
