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, 2022

Note: Due to the transfer of shared of consolidated subsidiary Berlitz Corporation on February 14, 2022, Berlitz Corporation has been excluded from consolidated results from 4Q.

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 further growth.
    • Shinkenzemi Business
    • School & Teacher Support Business
    • Area and Classroom Education Business
  • 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.
    • Domestic Kodomo Challenge Business (Japan)
    • Overseas Kodomo Challenge Business
    • Business Related to Pregnancy, Childbirth, and Child-Rearing
    • Lifestyle-Related Business
    • 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
    2.49millionas of April 2022
  • Red-pen teachers
    about8,000as of March 31, 2022
  • Senior high schools using our products
    about90%as of April 2022
  • Occupancy rate of our nursing homes
    90%as of March 31, 2022
  • Enrollment in Kodomo Challenge outside Japan
    1.05millionas of April 2022
  • Average monthly circulation
    590,000copiesOctober-December, 2021

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

Note: Benesse Holdings, Inc. transfered all shares of Berlitz Corporation which Benesse holds to a special purpose company, which is owned by ILSC Holdings LP as on February 14, 2022. Berlitz was excluded removed from the scope of consolidation group of Benesse as a result of the share transfer.

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

    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

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 2020, the proportion of people age 65 and older was 28.7%, 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 30% of the population by 2025. 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
  • 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 2020, the number of births had decreased by about less than half of the peak level, at 0.84 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 was worth ¥1,477.2 billion in fiscal 2019 and remained mostly on a par with fiscal 2014. 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 2019 was worth ¥132.3 billion. This figure accounted for 9.0% of the supplementary education market. Benesse has a large share of the correspondence course market, at 85% in fiscal 2019. The size of the cram and prep schools market in fiscal 2019 was ¥972.0 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

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 2018 at ¥9.6 trillion, a 1.0% increase over the previous fiscal year. As of April 2020, the number of people receiving nursing care insurance services in Japan was 5.64 million, a 0.7 percentage point increase from a year earlier.

In 2020, Japan’s total population continued to age rapidly, with the number of people aged 65 or older topping 28.7% of the total population*2, an increase of 0.3 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 September 15, 2020)”
People receiving nursing care insurance services
Total long-term care insurance-paid expenses by category
Population and percentage of people aged 65 or older

Now & the future

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

Last updated : 2022/06/01