'Noonnoppi' Daekyo Shifts Business Focus from Children to Seniors

Senior-Only Workbook 'Brain Training' Launched
Focused Investment in Senior Business
Related Sales Expected to Exceed 10 Billion Won This Year

Daekyo, famous for its children’s learning program ‘Noonnoppi,’ is strengthening its senior business. It is launching cognitive function workbooks for the elderly and introducing a TV channel exclusively for seniors. This is a business restructuring in response to changes in Korea’s population structure, such as low birth rates and aging.

On the 2nd, Daekyo announced that it will launch a senior-exclusive cognitive function workbook brand called ‘Brain Training.’ Utilizing Daekyo’s nationwide network of visiting instructors, these instructors visit elderly households to provide one-on-one cognitive function enhancement programs.

To provide competitive content, Daekyo uses materials created by expert groups including Professor Kim Ki-woong of the Department of Psychiatry at Bundang Seoul National University Hospital and the Korean Association of Occupational Therapists. After conducting cognitive function tests on service recipients for preliminary diagnosis of individual conditions, customized programs are composed to offer a balanced weekly brain training curriculum.

As part of expanding its senior business, Daekyo is also making changes in its media business. On the 1st, Daekyo changed its existing cable TV infant play channel ‘NoriQ’ to a senior-specialized channel called ‘Daekyo NewEve Plus.’ The plan is to provide various content and information on senior health and happiness to expand influence in the related market.

Daekyo faced difficulties in its core children’s workbook market amid a declining school-age population and the direct impact of COVID-19. It recorded losses for four consecutive years from 2020 to last year. To seek a turnaround, Daekyo officially entered the senior market in 2022 through its subsidiary ‘Daekyo NewEve,’ which operates senior care services.

An elderly person is solving a brain training kit developed by Daekyo. (Photo by Daekyo)

Daekyo NewEve operates a visiting service where professional instructors visit elderly customers, as well as the Daekyo NewEve Center, a private long-term care insurance day care welfare facility. The goal is to increase the number of Daekyo NewEve Centers from the current 48 to 100 within this year. As of March, the number of users was 905.

Daekyo expects Daekyo NewEve’s sales, which were 1.3 billion KRW in its first year of establishment in 2022, to exceed 10 billion KRW this year, having recorded 2.3 billion KRW in the first quarter due to aggressive expansion.

Additionally, Daekyo has undertaken a merger of subsidiaries to improve management efficiency. Last month, Daekyo merged its subsidiary Norikorea, which specializes in customized study consulting, to enhance management efficiency and competitiveness. Daekyo reorganized Norikorea, which specializes in edutech, into an internal business division and aims to create synergy with Daekyo NewEve. Daekyo explained the merger reason, stating, “We expect a positive impact on the company’s financial and sales performance through internalization and efficiency of edutech technology.” The merger date is October 1.