The Japan Management Association (JMA, Chairman: Masami Nakamura) will hold "The 12th Heatstroke Countermeasures Exhibition," a "hands-on" specialized exhibition aimed at vitalizing businesses related to heatstroke countermeasures, for three days from July 15 (Wed) to 17 (Fri), 2026, at Tokyo Big Sight East Halls 7 and 8. Heatstroke countermeasures are evolving into an era of "wearing," "drinking," and "carrying," and the latest goods will gather at Tokyo Big Sight. The number of exhibitors, 189 companies/376 booths, is the highest ever, and the exhibition has expanded to include East Hall 8 in addition to East Hall 7 from last year. The number of expected visitors is 18,000 (including concurrently held exhibitions in East Halls 7 and 8). Starting in April of this year, the Japan Meteorological Agency officially began using the term "extreme heat day" for days with a maximum temperature of 40°C or higher, and days exceeding 40°C, which carry a high risk of heatstroke, are becoming the norm. This has had a significant impact on daily life and working environments. In light of this situation, the exhibition will promote heatstroke countermeasures by providing information that can be useful for the general public, focusing on products and services for businesses. At the venue, visitors can experience further evolved "cooling wear," new concept products that efficiently cool the head, neck, and arms, and heatstroke countermeasures that can be drunk, eaten, or carried, with the aim of creating comfortable living environments and safe workplaces. Furthermore, as a "highlight project" this year, an "Area for Experiencing in the Heat" that reproduces a midsummer hot environment has been set up for the first time, both inside and outside the venue. In this area, visitors can experience heatstroke countermeasure products and services from 21 companies (planned) and confirm their effectiveness and usability in the actual heat. *The content of the event may be changed or cancel