Fujifilm Middle East FZE to distribute Endo Tools Therapeutics’ endomina device in major obesity care push across MEA region

Why is the partnership between Endo Tools Therapeutics and Fujifilm Middle East FZE important for obesity treatment access in the Middle East and Africa?

Endo Tools Therapeutics, a Belgium-based developer of minimally invasive endoscopic medical devices, has entered a strategic commercial partnership with Fujifilm Middle East FZE to expand access to its endomina® platform across 18 countries in the Middle East and Africa (MEA) region. The collaboration aims to introduce a non-surgical, incisionless gastroplasty technique for treating adult obesity—a chronic disease that is witnessing a marked surge in MEA nations.

Under this agreement, Fujifilm Middle East FZE, a subsidiary of Japan’s FUJIFILM Holdings Corporation, will serve as the regional distribution partner for the endomina® system, a novel endoscopic suturing platform that enables stomach volume reduction via oral access, without requiring incisions or traditional bariatric surgery. The partnership positions Fujifilm to expand its healthcare solutions footprint by offering new interventional options for hospitals and specialists dealing with a growing patient burden of obesity-related diseases.

What is the scale of obesity in the MEA region and why is there demand for minimally invasive options?

Obesity prevalence in the Middle East stands at 21.2% as of 2022, mirroring a global trend where nearly 890 million individuals are now classified as obese—a figure that has doubled in just three decades. Countries across the Gulf and North Africa are grappling with rising incidence rates driven by urban lifestyles, dietary transitions, and genetic predisposition. The epidemic has been linked to elevated risks of type 2 diabetes, cardiovascular disease, and certain cancers, posing mounting challenges for healthcare systems in resource-constrained and rapidly urbanizing areas.

Institutional healthcare analysts have flagged the need for lower-cost, lower-risk, and scalable treatment options to manage obesity at the population level. While surgical bariatric interventions are effective, they remain cost-intensive and invasive, often limited by availability and post-operative risks. Against this backdrop, endoscopic gastroplasty using systems like endomina® offers a minimally invasive and reversible alternative that aligns with evolving clinical practice guidelines across Europe and the US.

What does the endomina® system offer, and how is it already being used globally?

Endo Tools Therapeutics’ endomina® platform enables a procedure known as endoscopic sleeve gastroplasty (ESG), performed by threading an endoscope through the mouth and deploying sutures to reduce stomach size internally. The procedure is performed under sedation and typically allows patients to return home the same day, significantly reducing hospital stay, recovery time, and procedural risks.

According to clinical publications in peer-reviewed journals such as GIE (2017, 2024), Endoscopy (2018), and Gut (2020), the system has shown durable efficacy and safety across more than 1,200 documented procedures in Europe, the United States, and the Middle East. In the European Union, endomina® is approved for endoscopic gastroplasty to treat obesity, while in the US, it is cleared for soft tissue approximation and suture placement in gastrointestinal interventions.

The minimally invasive approach has also been acknowledged by global clinical guidelines, including the joint ASGE-ESGE guidance on primary endoscopic bariatric and metabolic therapies, underscoring growing professional endorsement.

How does this partnership align with Fujifilm’s healthcare diversification strategy?

Fujifilm Middle East FZE’s involvement in this distribution agreement reinforces its strategic pivot from imaging and diagnostics to broader healthcare solutions. With a long-standing history in imaging innovation since 1934, the Tokyo-based conglomerate has in recent years leveraged its core competencies to diversify into medical systems, life sciences, and therapeutic solutions.

Atsushi Tateishi, General Manager of Fujifilm Middle East FZE, stated that the addition of endomina® to its portfolio reflects the group’s commitment to improving patient care outcomes and making advanced therapies accessible in underserved regions. The Dubai-headquartered subsidiary will leverage its established distribution channels and local market knowledge to support deployment, training, and regulatory alignment for the endomina® platform across its operating territories.

For Endo Tools Therapeutics, the strategic partnership marks a critical step in international market penetration. CEO Alexandre Chau emphasized the role of local expertise and reach in enabling the Belgian firm to scale its presence and clinical adoption rates in high-need obesity markets.

What are analysts saying about the regional obesity treatment market and the future potential for endoscopic devices?

Healthcare industry observers anticipate growing investment and product adoption in non-surgical obesity solutions over the next five years, particularly in MEA nations facing healthcare system strain. Endoscopic devices that enable same-day procedures, reduced hospitalization, and scalable delivery models are increasingly viewed as essential tools in regional public health strategies.

Analysts also note that partnerships like the Endo Tools Therapeutics–Fujifilm alliance reflect a broader industry shift toward decentralized, outpatient-focused interventions in metabolic and gastrointestinal care. While reimbursement structures and physician training remain potential adoption hurdles, the trajectory of market acceptance appears favorable, especially with institutional support and regulatory clarity emerging across MEA jurisdictions.

The partnership may also serve as a launchpad for further commercialization of Endo Tools Therapeutics’ broader product portfolio in the region, potentially including future indications and adjunctive therapies under development.

What future developments are expected in obesity care through this strategic partnership?

As obesity rates continue to climb across the Middle East and Africa, institutions expect further clinical validation, regional trials, and health economic evaluations to support wider deployment of devices like endomina®. Both partners anticipate additional country-level regulatory filings and stakeholder engagement to integrate endoscopic gastroplasty into local obesity treatment algorithms.

The collaboration between Endo Tools Therapeutics and Fujifilm Middle East FZE may also catalyze educational initiatives aimed at training gastroenterologists, bariatric specialists, and surgical teams in the ESG procedure, which remains relatively new in many parts of the MEA region.

Looking ahead, the partnership signals growing momentum behind medical device innovations that bridge the gap between efficacy, accessibility, and affordability—critical pillars for long-term impact in non-communicable disease management.