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 On April 19, 2004, Benesse signed a memorandum of understanding (MOU) for a strategic alliance with the recently founded Children Enterprise Development Group of the All-China Women's Federation (Head office: Beijing).

On April 8, Benesse President and COO Masayoshi Morimoto attended the new group's founding ceremony in Beijing and gave a speech on the education business in Japan at a symposium held afterwards. Representatives of the group then visited the Benesse Tokyo Head Office in Tama City, culminating in the MOU signing.

The Children Enterprise Development Group is an independent child learning corporation set up by the China National Children's Center, a state-run child learning business affiliated with the All-China Women's Federation. The center took this step to promote a more business-oriented approach emphasizing both public needs and profitability in an effort to further expand its child learning business. Against this backdrop, Benesse has started examining the viability of moving into the education market in China.

Anchored by the new alliance, which will see Benesse and the group forge a far-reaching and strategic partnership, Benesse aims to rapidly launch its correspondence courses for infants, Kodomo Challenge, in China.

Going forward, Benesse and the group will exchange personnel and information on the child learning business in their respective countries, and as an initial step, begin preparations for the launch of Kodomo Challenge.

(Reference)

Overview of the Children Enterprise Development Group of the All China Women's Federation
*Established: November, 2003
*Head office: Beijing
*Business: Education, publishing and training related to children and teenagers in the 0~18 age group throughout China