A half century of trust, built up by listening to teachers and trying to understand their challenges

Benesse got its start in the education business as a developer of student handbooks. The longest-selling product we currently offer is a series of simulated university entrance examinations, known as Shinken Simulated Exams. These were launched in 1962 under the name “Kansai Simulated Exams”, and next year — 2012 — will mark the 50th anniversary of this service. As of July 2011, some 4,300 high schools across Japan were using these exams (about 90% of schools in the country). Benesse has accumulated a wealth of trust and experience by concentrating on the needs of the market, for nearly a half century.

Roughly 400 employees work in Benesse’s high school education business, at the Okayama head office and eight regional offices. Each office pays close attention to issues affecting students, teachers, schools and the local community in their region. The conditions and concerns of each school or region may differ, along with the concerns and challenges facing teachers. Listening closely to the comments of educators and students allows Benesse stay attuned to historical and social changes. In this way, we can identify any shortcomings in the lessons students are receiving, and ensure that they possess the skills needed to succeed when they enter society as adults. Of course, it is often difficult to address the shortcomings of modern education. But Benesse never turns a blind eye to these problems; we recognize our role and responsibility to develop products and services that will help to invigorate schools and local communities, and help each student develop the ability and self-confidence to overcome the challenges they may face in the future.

Kansai Simulated Exams

Improving education in Japan by helping schools address today’s challenges

Because of the protracted decline in population, high school students today who do not do well enough on entrance exams to get into a top university are still able to find one that will take them. On the other hand, competition to get into the most prestigious universities has become even fiercer. Consequently, students’ needs and study habits are becoming polarized, with an increasing number of them losing interest in education altogether. Teachers face the challenge of trying to instill the desire to learn in young people, and ensure that they do not lose their motivation. Benesse’s high school education business is trying to help them meet this challenge. In the 1990s, we developed an “assessment system” which seeks to increase each student’s motivation. We have also become increasingly aware of the need to connect formal lessons with self-directed learning. By carefully examining the problems that students face, analyzing the issues and trying to understand their problems, we can develop products that fit each individual’s needs and interests most effectively.

Beginning in fiscal 2010, Benesse also began focusing on the needs of students who wish to enter overseas universities. Globalization is proceeding rapidly, and demand for people with an international perspective is steadily increasing, in every area of Japan. The company has set itself the goals of nurturing robust young people, developing leaders who can contribute to Japan’s future, and helping teachers to develop a more suitable learning environment in their schools.

*Covers all students who eventually enter two-year or four-year universities
Source: “Statistics of Japan 2011”, Ministry of Internal Affairs and Communications

Source: Benesse Educational Research and Development Center

*Based on the number of incorporated companies (Small and Medium-sized) that have an overseas subsidiary or affiliate
Source: “Establishment and Enterprise Census”; Ministry of Internal Affairs and Communications

Sources: UNESCO Statistical Yearbook, OEDC “Education at a Glance”, IIE “Open Doors”, Ministry of Education of the People’s Republic of China, Ministry of Education of The Republic of China (Taiwan)