Introducing the Benesse Group

Our vision

All members of the Benesse Group are working to positively contribute to the well-being
of every customer by offering services that support them at every stage of their lives.

Benesse = bene(Well) + esse(being)

What is “Benesse”? The heart of Benesse is enjoying the process of moving forward step by step, with resolve, toward the realization of your dreams and aspirations.
Benesse empowers people to solve issues for themselves and to enjoy life to the full at every stage by offering them the tools and support they need to create well-being.
We aim to be a globally respected corporate group that is both supported by and indispensable to its customers, communities, and society in general.

Net sales by business segment

The Group is offering numerous services to countless communities through its five businesses, led by the Domestic Education business and Nursing Care and Childcare business.

Overview of each business

  • Domestic Education (Japan)
    In the Domestic Education business—the Group’s main business, accounting for more than 40% of consolidated sales—we aim to use the educational and entrance-exam reforms as an opportunity for further growth.
    • Shinkenzemi Business
    • School & Teacher Support Business
    • Area and Classroom Education Business
  • Global Kodomo Challenge
    Keeping our focus on Kodomo Challenge, a correspondence course for preschoolers that draws on the expertise of Benesse, we are pushing ahead with expanding this competitive brand globally.
    • Domestic Kodomo Challenge Business (Japan)
    • Overseas Kodomo Challenge Business
  • Nursing Care and Childcare
    The Nursing Care and Childcare business constitutes the number-two pillar of the Benesse Group.
    We are focusing on improving quality and reinforcing our strategy of regional dominance.
    • Nursing Home and Home Help Services
      Business
    • Food Delivery Services and Nursing Care Food Business
    • Daycare and Afterschool Care Business
  • Berlitz
    The core of our operations is Berlitz, one of the largest language-education companies in the world. Under a new CEO, we are moving ahead with radical reforms.
    • Language Instruction Business
    • ELS (Overseas Study Support) Business
  • Other / New Business Domains
    We aim to conduct a variety of businesses that help make lives richer, and to establish new areas of business by means of M&As.
    • Business Related to Pregnancy, Childbirth, and Child-Rearing
    • Lifestyle-Related Business
    • Pet-Related Business
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The Benesse Group’s strengths

Our ties with people and society, our greatest strength

Since its founding, the Benesse Group has sought to realize well-being for everyone, together with its customers, the community, society, and our team. Over time, we have cultivated positive relationships with people and society. These ties are our greatest assets and the inspiration for us to create the new value that the future demands.

  • Shinkenzemi and Kodomo Challenge enrollment in Japan
    2.62millionas of April 2019
  • Red-pen teachers
    10,000as of March 31, 2019
  • Senior high schools using our products
    90%as of April 2019
  • Occupancy rate of our nursing homes
    96%as of March 31, 2019
  • Enrollment in Kodomo Challenge outside Japan
    1.27millionas of April 2019
  • Average monthly circulation
    613,000copiesOctober–December, 2018
  • Berlitz’s presence worldwide
    70countries &
    regions
    as of December 31, 2018

The Benesse Group’s history

The Benesse Group has grown by broadening its service portfolio, including the launch of simulated exam and correspondence course businesses ahead of others in the industry.

Business growth over the years

Highlights from
each generation

  • Domestic Education (Japan)
  • Global Kodomo Challenge
  • Nursing Care and Childcare
  • Berlitz
  • Other/New Business
  • 1950s & 1960sThe Early Years

    Enters the simulated-exam business, expands nationwide
    1955

    Company founded in Okayama Prefecture as Fukutake Publishing Co., Ltd.

    1962

    Begins simulated exams for senior high school students

    1969

    Begins correspondence courses for senior high school students

  • 1970s & 1980sShinkenzemi Expansion Phase

    Expands Shinkenzemi correspondence courses
    1972

    For junior high school students

    1980

    For elementary school students

    1988

    For preschoolers

    1989

    For preschoolers in Taiwan

  • 1990sNew Business Domains

    Enters new fields of business
    1990

    Announces new Benesse corporate identity

    1993

    Enters the language-education business

    Begins pregnancy, childbirth, and childcare magazines

    1995

    Changes name to Benesse Corporation

    Listed on the Second Section of the Osaka Securities Exchange

    Enters the nursing-care business

  • 2000sThe Story Continues...

    Next-generation educational materials and global expansion
    2000

    Listed on the First Section of the Tokyo Stock Exchange

    2006

    Begins courses for preschoolers in China

    Enters the prep-school business

    2009

    Adopts a holding-company structure

    Changes name to Benesse Holdings, Inc.

    2014

    Suffers a personal data breach

    2017

    New medium-term management plan, Transform and Grow Benesse 2022

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Market environment

Due to the aging of Japan’s population, high-quality education and a full range of nursing care services are needed going forward.

In Japan, the proportion of elderly people in the population has been rapidly increasing while the proportion of children has been quickly shrinking due to a declining number of births each year. In 2017, the proportion of people age 65 and older was 27.7%, the highest level in the world. These trends are expected to continue in the future, with the proportion of people age 65 and older projected to reach around 40% of the population by 2050. Against that backdrop, the Japanese market can expect growing demand for high-quality education for future generations of children along with a full range of nursing care services for the elderly.

Population trends and forecast by age category
  • Note: Population data is as of October 1 for each year shown. Data for 2010 is from 2010 national census results (revised to reflect the nationality and age of non-respondents) published by the Ministry of Internal Affairs and Communications Statistics Bureau.
  • Source: National Institute of Population and Social Security Research “Population Projection for Japan” (2017 estimate)

Japan’s education market

The annual number of births in Japan peaked at two million in 1975, and has been on a downward trend ever since. In 2017, the number of births had decreased by nearly half of the peak level, at 0.94 million. Going forward, the number of children is expected to continue to decrease, with the annual number of births projected to decline by around 1.5% per year on average.

Although Japan’s birthrate has continued to decline, the supplementary education market was worth ¥1,462.0 billion in fiscal 2016 and remained mostly on a par with fiscal 2011. The supplementary education market includes cram and prep schools, correspondence courses, tutoring, study guides and workbooks and preschool education.

The correspondence course market (for preschool children/elementary to senior high school students) in fiscal 2016 was worth ¥117.6 billion. This figure accounted for 8.0% of the supplementary education market. Benesse has a large share of the correspondence course market, at 83% in fiscal 2016. The size of the cram and prep schools market in fiscal 2016 was ¥962.0 billion, accounting for 65.8% of the supplementary education market as a whole.

Trends in the supplementary education market in Japan
Japan’s supplementary education market by service category
Correspondence course market
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Japan’s nursing care market

With the ongoing aging of the population, the number of people who require nursing care has also continued to increase. To resolve the issue of nursing care for elderly, the nursing care insurance system under the social insurance system was enacted in 2000. Since then, the domestic nursing care market*1 has expanded rapidly, with the total cost of nursing care in fiscal 2015 at ¥9.1 trillion, a 2.2% increase over the previous fiscal year. As of April 2017, the number of people receiving nursing care insurance services in Japan was 5.54 million, unchanged from a year earlier.

In 2017, Japan’s total population continued to age rapidly, with the number of people aged 65 or older topping 27.7% of the total population*2, an increase of 0.4 of a percentage point compared to the previous year. This trend is projected to continue into the future. By 2025, the number of people aged 65 or older is expected to represent over 30% of the population.

  • *1 Source: Ministry of Health, Labour and Welfare “Status Report on the Long-term Care Insurance Projects”
  • *2 Source: Ministry of Internal Affairs and Communications Statistics Bureau “Current Population Estimates (as of October 1, 2017)”
People receiving nursing care insurance services
Total long-term care insurance-paid expenses by category
Population and percentage of people aged 65 or older
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Now & the future

The Benesse Group will aim for continuous growth by
executing its medium-term management plan.

Medium-Term Management Plan Transform and Grow
Benesse 2022
(FY2018–FY2022)

Net sales results and targets
Click here for more information about the
medium-term management plan

Last updated : 2019/06/21