[Kyoto, Japan = E-Daily Reporter KIM SAE-MI ] Celltrion(068270)has launched an offensive in the Japanese market, led by the omalizumab biosimilar “Omriclo” (CT-P39), in Kyoto, Japan, where leading global experts in the field of allergies have gathered. In contrast, Novartis, which holds the rights to “Xolair,” the originator drug of Omriclo, presented its new oral urticaria treatment “Lapsido” as its flagship product, creating a stark contrast.

At the World Allergy Congress (WAC 2026), which opened at 9:00 a.m. on the 16th at the Kyoto International Conference Center (ICC Kyoto), major pharmaceutical companies—including Celltrion, Sanofi, Novartis, GSK, and AstraZeneca—set up booths in the exhibition hall. With approximately 7,000 healthcare professionals and researchers in the fields of allergy, respiratory medicine, and immunology from around the world expected to attend this conference, each company sought to expand its engagement with healthcare professionals by presenting clinical data and treatment strategies for its key products.

Celltrion to Launch Omriclo in Japan This Year… All-Out Effort on Localized Marketing

Among South Korean pharmaceutical and biotech companies

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Celltrion was the only one to operate a standalone promotional booth. Celltrion set up a booth measuring approximately 30 square meters at the conference and focused on introducing Omriclo, which is set to launch in Japan. This exhibition was jointly prepared by Celltrion’s headquarters and its Japanese subsidiary.

The front of the booth featured Omriclo’s brand imagery and clinical data, while the rear showcased Celltrion’s global product portfolio and production and sales network. The space was designed to maximize promotional effectiveness by taking into account the movement patterns of conference attendees.

Jeong Hae-won, Team Leader (Deputy General Manager) of Global Marketing in Celltrion’s Oncology & Bio Marketing Team, explained, “We aimed to ensure the product was prominently displayed at the front, while the rear featured other content,” adding, “Since attendees pass by the front, we planned the layout to maximize exposure of the product and brand.”

Celltrion displayed the product name “Omriclo” in two different forms to simultaneously target medical professionals in Japan and overseas. This is because while the brand name “Omriclo” is used internationally, in Japan, the designation “Omalizumab biosimilar” is used in accordance with local regulations. Deputy General Manager Jeong said, “Although this is a conference held in Japan, it is a joint conference with participants from multiple countries, so we displayed both names to raise awareness of the Omriclo brand among medical professionals from countries outside Japan.”

Inside the booth, detailed clinical data—including Omliclo’s clinical trial design and primary and secondary endpoints—was on display. This layout was designed with the Japanese medical community’s emphasis on scientific evidence in mind. Deputy Director Jeong explained, “Unlike the West, Japan tends to place a high value on detailed scientific information,” adding, “Since this is our first product launch in Japan, we included everything from the clinical trial design to the primary and secondary endpoints.”

An exhibition space was also set up where visitors could examine the actual product. Celltrion applied the same approach in Japan based on its experience from last year’s European conference, where it displayed the physical product and received a high level of interest from medical professionals. Deputy Director Jeong said, “We exhibited the product for the first time in Europe last year, and the interest was higher than expected,” adding, “Since medical professionals were able to touch and try it out for themselves, we exhibited it in the same way in Japan this year.”

Celltrion plans to expand its business in Japan—which has traditionally focused on autoimmune diseases and anticancer drugs—into the field of allergic diseases. Omriclo is a biosimilar of Xolair and was approved in Japan as the first omalizumab biosimilar. Celltrion is leveraging the direct sales network and healthcare professional network it has established in Japan through existing products such as Remsima, Herzuma, and Begzelma to drive Omriclo’s market entry.

Healthcare professionals who visited Celltrion’s booth that day showed keen interest in Omliclo’s price, launch timing in Japan, and approved indications. A Celltrion official noted, “The most frequent questions from local healthcare professionals were about pricing,” adding, “This was followed by inquiries regarding the launch schedule, and there was also significant interest in the approved indications.”

Omliclo’s price in Japan has been set at approximately 40% lower than that of the originator drug, Xolair, and its launch is expected within the year. Omliclo’s approved indications in Japan include bronchial asthma, seasonal allergic rhinitis, and chronic idiopathic urticaria.

Novartis Highlights New Oral Drug ‘Lapsido’ Over ‘Xolair’

The exhibition strategy at the Novartis booth—which holds the rights to Xolair (active ingredient: omalizumab), the originator drug of Omriclo—also drew attention. At this conference, Novartis prominently featured “Lapsido” (active ingredient: remibrutinib), a new treatment for chronic spontaneous urticaria, instead of Xolair. The product name “Lapsido” was displayed prominently on the exterior walls and signage of the booth, and promotional materials announcing the new drug’s launch were displayed.

A sign reading “New Launch on October 14” was displayed at the Novartis booth alongside the “Lapsido” product name. Lapsido is an oral treatment that inhibits Bruton’s tyrosine kinase (BTK); unlike Xolair, which is an injectable medication, it is taken orally. It was introduced as a new treatment option for chronic spontaneous urticaria, offering a different mechanism of action from existing antihistamines or injectable biologics.

Xolair is a monoclonal antibody that targets immunoglobulin E (IgE), which is involved in allergic reactions. In contrast, Lapsido is a small-molecule drug that inhibits BTK, which plays a role in the activation of mast cells and other cells. By adding this new oral medication to its existing injectable treatment, Novartis has expanded its portfolio of therapies for chronic spontaneous urticaria.

Promotional materials related to Xolair were relatively inconspicuous at this exhibition. When asked by Edaily whether this was a promotional strategy mindful of the entry of Xolair biosimilars into the Japanese market, a Novartis official drew a clear line, stating, “That is not the case.” Another Novartis spokesperson explained, “While Xolair has been on the market for a long time, Rapcido is a new drug with a novel mechanism of action, so we are focusing more on promoting Rapcido at this conference.”

Sanofi Focuses on Pediatric Treatments, GSK Holdings on New Drugs… The Battle for Allergy Drug Promotion

Sanofi, which set up a large booth right in front of the exhibition hall entrance, intensively promoted “Dupixent” (active ingredient: dupilumab), developed jointly with Regeneron. According to pharmaceutical market research firm IQVIA, Dupixent’s sales in the Japanese market last year totaled approximately 128.7 billion yen, ranking third among all pharmaceuticals.

Sanofi created an exhibition space reminiscent of a children’s room to highlight Dupixent’s role in treating pediatric patients. The booth featured age-specific signage—such as “3 years old,” “6 years old,” and “12 years old”—and was furnished with toys and children’s furniture to draw attention to the treatment of pediatric allergic diseases. Dupixent is approved in Japan for patients with atopic dermatitis aged 6 months and older.

Sanofi also introduced “MyWay,” a digital service designed to support the continuity of treatment for Dupixent patients. Launched in Japan last November, MyWay is an application that helps patients manage their dosing schedules and access treatment-related information.

In addition, GlaxoSmithKline (GSK) displayed a model of the injectable form of “Xdenser” (active ingredient: defemomib), an anti-interleukin-5 (IL-5) therapy, along with clinical data. AstraZeneca also introduced products related to respiratory and allergic diseases, including “Tezspire,” “Pasenra,” and “Breztree.”

The WAC 2026 exhibition highlighted trends such as the expansion of indications for existing biologics, the launch of new drugs with novel mechanisms of action, and the market entry of biosimilars. With Celltrion entering the Japanese omalizumab market with “Omriclo,” the competitive landscape between original drugs and biosimilars is expected to shift.