Facing falling birth rates and a shrinking market, some dental clinics in Japan are turning to creative ways to attract and retain patients. From therapy dogs to themed interiors and on-site gyms, these clinics are trying new ideas to stay competitive.
At the Palette Clinic, a pediatric dental clinic in Ibaraki Prefecture, therapy dogs have been part of the team for over 20 years. The clinic’s founder, Dr. Suzuki, got the idea after meeting a therapy dog named Flora, a golden retriever. When Flora visited the clinic, she remained calm despite the dental noise and smells. Her peaceful presence helped relax young patients.
Since then, the clinic has brought in more dogs—especially smaller ones—that sit beside or lie on children during treatment. Dr. Suzuki said the dogs have never bitten or hurt a child. “Just the feeling of the dogs’ warmth seems to relax children during treatment,” she told Oricon News.
The move has received positive feedback from patients and parents, especially as the country’s birth rate continues to decline. In 2024, Japan recorded just 720,988 births—a five percent drop from the previous year and the lowest figure on record. Projections suggest annual births may fall below 600,000 by 2040.
At the same time, the rate of cavities among children has also hit a record low, further reducing demand for pediatric dental services.
Japan’s dental industry has felt the strain. According to Teikoku Databank, 2024 saw a record number of clinic closures and bankruptcies. The report also noted that 54 percent of the country’s 33,000 dental technicians are aged 50 or older, raising concerns about the future workforce.
To stay competitive, clinics are adopting new business models. A dental clinic in Tokyo now offers an on-site gym and fitness coaching. Another in Akihabara has embraced a themed approach, decorating the space in pink and dressing staff as maids. Patients at the clinic can even choose which nurse they’d like to assist them.
Elsewhere, some clinics have opened cafés or French restaurants inside their facilities to attract customers and create a more welcoming environment.
As the market shifts, Japan’s dental clinics are blending healthcare with hospitality, aiming to offer comfort, reduce anxiety, and stand out in an increasingly crowded field.