In recent years, due to the declining birth rate, Benesse which mainly serves the children's market, has also begun to actively invest in new media channels to reach more parents who need early childhood education materials and increase subscription numbers.
In March 2023, Benesse partnered with take! to distribute Benesse experience game books and promote Benesse advertisements through take! machines. The theme song of "I Love Xiaohu" was played in the mall, attracting children and parents to come and pick up the game books.
This cooperation model not only increases Benesse's offline exposure, but also helps Benesse to save the cost of shipping teaching materials and acquire accurate membership information.