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 three businesses, led by the Domestic Education business and Nursing Care and Childcare business.

As of March 31, 2023

Overview of each business

  • Education Business in Japan
    In the Education Business in Japan—the Group’s main business, accounting for more than 50% of consolidated sales—we aim further growth.
    • Shinkenzemi Business
    • School & Teacher
      Support Business
    • Prep Schools /
      Classroom Businesses
    • University and
      Working Adult
  • Kids & Family
    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.
    • Kodomo Challenge Business in Japan
    • Overseas Kodomo Challenge Business
    • Business Related to Pregnancy,
      Childbirth, and Child-Rearing
    • Lifestyle-Related
    • Pet-Related 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

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
    2.21millionas of April 2023
  • Red-pen teachers
    about8,000as of March 31, 2023
  • Senior high schools using our products
    about90%as of April 2023
  • “Udemy”
    Domestic users
    1.30million+as of March 2023
  • Occupancy rate of
    our nursing homes
    90%as of March 31, 2023
  • Enrollment in Kodomo Challenge outside Japan
    0.88millionas of April 2023
  • Tamahiyo App
    Annual downloads
    538,000Fiscal Year Ended March 31, 2023

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

  • Education Business in Japan
  • Kids & Family
  • Nursing Care and Childcare
  • Berlitz
  • 1950s & 1960sThe Early Years

    Enters the simulated-exam business, expands nationwide

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


    Begins simulated exams for senior high school students


    Begins correspondence courses for senior high school students

  • 1970s & 1980sShinkenzemi Expansion Phase

    Expands Shinkenzemi correspondence courses

    For junior high school students


    For elementary school students


    For preschoolers


    For preschoolers in Taiwan

  • 1990sNew Business Domains

    Enters new fields of business

    Announces new Benesse corporate identity


    Enters the language-education business

    Begins pregnancy, childbirth, and childcare magazines


    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

    Listed on the First Section of the Tokyo Stock Exchange


    Begins courses for preschoolers in China

    Enters the prep-school business


    Adopts a holding-company structure

    Changes name to Benesse Holdings, Inc.


    Suffers a personal data breach


    Medium-term management plan,
    FY2021–2025 Evolve core businesses & Expand into new fields


    Transfer of all shares of Berlitz Corporation

    Transition to Prime Market in the TSE


Market environment

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 2021, the proportion of people age 65 and older was 29.1%, the highest level in the world. These trends are expected to continue in the future, it is expected that in 2040, the percentage of elderly people will have hit 35.3%. 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.

Even in China, the declining birthrate is picking up speed. The annualnumber of births declined by about 40% in five years, from 17.86 millionin 2016 to 10.62 million in 2021.
One of the factors contributing to the declining birthrate is theexcessive cost of education. In July 2021, a “double reduction” policy wasannounced to reduce the burden of homework and out-of-schooleducation for students in the compulsory education stage.
The policy includes restrictions on prep schools and othereducation providers at the compulsory education stage, and a number ofbusinesses are scaling back or withdrawing from the market. On theother hand, consumer enthusiasm for education remains high, and it isexpected that the need for character cultivation for preschoolers will bemaintained for the foreseeable future.

Population trends and forecast by age category in Japan
  • Source: Up to 2020, Vital Statistics, Ministry of Health, Labour and Welfare; from 2025 onward, 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 2021, the number of births had decreased to 0.81 million. Going forward, the number of children is expected to continue to decrease, with the annual number of births projected to decline by around 1.0% per year on average.

Although Japan’s birthrate has continued to decline, the supplementary education market has remained flat in recent years. As for market scale in fiscal 2020, however, performance declined due to the impact of the spread of COVID-19 on prep schools and other out-of-school learning products, and the market shrank. In fiscal 2021, the supplementary education market saw a year-on-year increase to 1,469.7 billion yen primarily due to the continuation of business activities amid the pandemic and the establishment of a delivery system through the combination of online and offline services.*

In addition, with the coming of the so-called “era when anyone can get into college” due to the decline in births, the needs of children and parents with regard to learning are growing more diverse, as formats for entrance examinations are becoming more varied. Furthermore, the COVID-19 pandemic has also triggered the emergence of new digital products and services which have not been fully captured in the traditional out-of-school learning market survey, shown to the right, and competition among companies is growing fiercer. The same movement toward digitalization is also taking place in school activities, and it is gaining momentum against the backdrop of the GIGA School Program.

  • *The figures were calculated by Benesse based on data in Yano Research Institute Ltd.’s“Education Industry 2022”
Trends in the supplementary education market in Japan
Correspondence course market

Japan’s nursing care market

With the ongoing aging of the population in Japan, 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 2020 at 10.2 trillion yen, a 2.6% increase over the previous year. As of April 2022, the number of people receiving nursing care insurance services was 5.93 million, a 2.0% increase from a year earlier. The number of elderly aged 65 and over increased to 29.1% of the total population*2 as of September 15, 2022, a 0.3% increase over the previous year. It is expected that in 2040, the percentage of elderly people will have hit 35.3%.

As the birthrate declines, the population ages, and we enter an era of 100-year longevity, in order to improve the quality of life of the elderly and solve the social issue of a shortage of nursing care service providers, the nursing care industry needs to leverage digital technology to improve the quality and efficiency of services.

  • *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 “The Elderly in Japan from a Statistical Standpoint (as of September 15, 2022)”
People receiving nursing care insurance services
Total long-term care insurance-paid expenses by category

Now & the future

The Benesse Group will aim for continuous growth by
executing its Transformation Business Plan.

Last updated : 2023/09/29