This session aims to explore how businesses in China, Japan, and Korea are responding to rapidly ageing societies by transforming demographic challenges into new opportunities for growth and innovation. Rather than viewing ageing solely as a social burden, the session highlights how enterprises are developing innovative business models, services, and technologies that address the needs of older populations. By sharing practical cases and strategic approaches, the session will examine the role of business in advancing age-friendly industries and services, while contributing to sustainable and inclusive development. The discussion will also consider how these business responses can support social participation, improve quality of life, and create new economic value in ageing societies, while identifying potential areas for future cooperation among the three countries.