Japan is home to furniture-producing regions with unique histories, techniques, and cultures. This has fostered furniture makers rich in personality, each creating different types of value. However, the industry faces significant changes in terms of the external environment and moving trends. This session examines our current point in time through an exploration of the significance of fostering and communicating value as JAPAN FURNITURE, which transcends individual production areas and companies. From this starting point, the panelists discuss the new roles expected of Japan’s furniture industry and how these aspects should be presented moving forward. The conversation is accompanied by a look ahead to the JAPAN FURNITURE SHOW by IFFT 2026 exhibition, complete with insight into the thinking that underpins the event.