Following Kumon Publishing’s selection for METI’s “Opening up a new world JAPAN Toy Industry Companies Selection 20,” we spoke with Junichiro Shino, Vice President of the Marketing Department at Kumon Publishing, who oversees KUMON PARK and KUMON SQUARE.

Q: What new value do KUMON PARK and KUMON SQUARE offer?

Shino: KUMON PARK and KUMON SQUARE were created from our desire to provide a space where children and families can see, touch, and experience learning firsthand.

By engaging directly with our products, children can experience the joy of saying, “I did it!” while developing curiosity and motivation for learning. At the same time, these spaces allow parents to observe their children in action and discover new aspects of their growth and potential.

Q: How did you feel about being selected as one of METI’s “Opening up a new world JAPAN Toy Industry Companies Selection 20”?

Shino: Honestly, I was delighted that the value of this initiative had been recognized at the national level.

What was especially appreciated was our effort to create meaningful touchpoints with customers. Within the bookstore environment, we have been able to create spaces where children can enjoy playing with KUMON educational toys, parents can discover their children’s potential, and families can enjoy spending quality time together.

Another major achievement, I believe, is that we have created a reason for people to visit bookstores specifically because KUMON PARK or KUMON SQUARE is there. By providing a place where customers can enjoy hands-on experiences, we have also contributed to attracting visitors to bookstores, and I believe that contribution was recognized as well.

Shino: KUMON PARK, our hands-on retail space, first opened in 2016. When I joined the company in 2019, I visited KUMON PARK as part of my training. I still remember being surprised to see such a large space dedicated to a single company’s products, where visitors could not only browse but also experience them firsthand. From that moment, I felt strongly that this initiative deserved to be expanded even further.

At KUMON PARK inside Kinokuniya Bookstore’s Tamagawa Takashimaya location, visitors can explore a wide range of Kumon Publishing products. On-site staff members are available during weekends and peak hours on weekdays, creating an environment where we can directly communicate the value of our products. At the same time, we recognized the need for a model that could be introduced to many more stores. That led to the launch of KUMON SQUARE in June 2020.

At KUMON SQUARE, we offer a carefully selected range of Kumon Publishing workbooks, picture books, children’s books, stationery, and educational toys tailored to each bookstore. Based on discussions with our bookstore partners, these product selections are adjusted to reflect local characteristics and the age groups of children who visit each store. We also revise the product lineup flexibly in response to customer feedback and seasonal demand.

We launched KUMON SQUARE in three stores, achieving strong sales at all of them. At the time, it was groundbreaking for bookstores to dedicate permanent space to a single branded section, and for us it reinforced the high expectations surrounding the KUMON brand. I remember thinking, “This will grow. It deserves to grow.”

From the very beginning, even the display panels used on the shelves were designed and produced in-house. We measured each location ourselves, created custom fixtures, transported them to stores, and installed everything on site. Expanding into each new location required negotiations, measurements, production, and installation, so it was never an easy process. However, I was fortunate to work alongside a dedicated and capable team that made it possible.

What kept us motivated was the joy of seeing the KUMON brand continue to expand. New KUMON product sections were created, became established within bookstores, and were embraced by increasing numbers of customers. Each success built upon the last, becoming a powerful source of motivation.

Many of the locations where we introduced these sections have continued to perform well even after several years, giving us a clear sense that they have been embraced by local communities. The realization that these spaces were valued by both bookstore partners and local families was a major turning point for us. It gave us the confidence to approach more bookstores with our proposal. As our conviction grew that KUMON SQUARE offers genuine value to bookstores and the communities they serve, we accelerated our expansion efforts.

For bookstores that share our vision but are unable to accommodate a full KUMON SQUARE due to space limitations or other constraints, we also offer KUMON SQUARE mini, a compact format that captures the key attractions of the original concept and has been very well received. As a result, installations of both formats have continued to expand at bookstores throughout Japan, surpassing 100 domestic locations in 2024. By March 2026, the network had expanded to more than 500 locations, mainly across Japan, with a growing presence in overseas bookstores as well.

We spoke with Kentaro Komiya, Special Leader (Manager of Customer Experience) of the Marketing Team in the Marketing Department at Kumon Publishing. As the manager responsible for KUMON PARK at Kinokuniya Bookstore’s Tamagawa Takashimaya location, he shared his thoughts on what makes KUMON PARK unique.

Q: What is the greatest appeal of KUMON PARK?

Komiya: The greatest appeal of KUMON PARK is that children and families can actually touch and experience Kumon Publishing products firsthand. It is a place where parents can immediately address concerns such as, “Is this product right for my child?” or “Will my child enjoy playing with it?” by seeing their children engage with the products themselves.

KUMON PARK is also a place where parents can discover new sides of their children and realize how much they have grown. Watching a parent say “I didn’t know my child could do that,” and seeing them recognize their child’s potential is one of the most rewarding parts of my job.

Even children visiting for the first time often head straight toward the activities that interest them, almost as if they have arrived at an amusement park. We also frequently hear parents say things like, “We saw this toy at our local children’s center. I didn’t realize it was a KUMON product.” In that sense, KUMON PARK also serves as a place where families encounter the KUMON brand in a new way.

Many visitors come to KUMON PARK with questions or concerns about their children’s development or learning. Because specialist staff members are available on site, we hope to help families find solutions and guidance right then and there.

For example, we may be approached by a parent with a concern such as, “My child can read, but their handwriting is messy.” Depending on the child, we might introduce products from our Preschool Workbook series. For children who are hesitant about activities that feel too much like studying, however, we may instead recommend products that can be enjoyed in a more playful way.

These might include our Writing Practice Cards, which can be used repeatedly with erasable markers, or the Letters & Numbers Board, which allows children to write with water and start over as soon as the surface dries. We recommend products based on each child’s interests, personality, and developmental stage.

Even when parents share the same goal, such as helping a child develop neater handwriting, the most suitable product can vary from child to child. By helping families find the right match, we also hope to create opportunities for deeper communication between parents and children.

At KUMON PARK, some parents choose to step back and simply observe their children, while others join them and tackle activities together. Watching families learn through play with KUMON products reveals just how enthusiastic many children and parents are about learning and discovery.

We also see children come up with ways of playing that we never anticipated. Those moments often lead to new insights and discoveries for us as well. In some cases, observing children’s creativity has even inspired ideas for future products.

On-site staff members are available at KUMON PARK on weekends and during peak hours on weekdays. We spoke with Toichi, a staff member at KUMON PARK in Kinokuniya Bookstore’s Tamagawa Takashimaya location, about how visitors spend their time at the space.

Q: How do visitors typically spend their time at KUMON PARK?

Toichi: While children enjoy playing with a variety of educational toys, parents often watch them, browse the products, or explore the space at their own pace. We also welcome grandparents looking for gifts for their grandchildren. Having specialist staff on-site allows visitors to ask questions and seek advice whenever they like, and many customers tell us they appreciate that opportunity.

KUMON PARK also features several unique attractions. One of the most popular is the time-trial station for the KUMON Map Puzzle of Japan. During busy periods such as Golden Week, visitors sometimes wait nearly an hour for their turn. We measure each participant’s completion time and award rank cards based on their results.

I remember one child who stopped by regularly after cram school for about six months. Every visit, the child challenged the time trial. At first, it took more than five minutes to complete the puzzle, but eventually the time dropped to just over one minute.

That same child stopped by again after completing their junior high school entrance examinations and purchased the KUMON Map Puzzle of Japan. The child’s mother told us, “Even during the busy period of attending cram school, taking on the time trial was something my child looked forward to. Seeing their completion time gradually improve taught them the importance of steady, consistent effort.”

Being able to witness children’s growth is one of the greatest joys of our work. Some customers first visit KUMON PARK while expecting a child, and later return with that child. Seeing those children running around the space full of energy is incredibly rewarding. Sometimes it genuinely feels as though we are watching our own children grow. Everyone on the KUMON PARK team, myself included, truly loves working with children.

Q: What do you keep in mind as a member of the on-site staff?

Toichi: As a rule, we explain products only when parents ask us questions. One thing we are particularly mindful of is allowing children to play freely when they are deeply engaged in an activity, without interrupting them unnecessarily.

As we watch children play freely, we often find ourselves discovering new ways in which our toys can be enjoyed. Those moments give us valuable insights and fresh perspectives as well.

What matters most to us is helping children and parents experience the joy of saying, “I did it!” together through firsthand interaction with Kumon Publishing products. To achieve that, we strive to embody the philosophy of putting value for others first in the way we create and manage the space. When children experience a moment of achievement, we do our best to support them and help families share in that excitement.

The safety of every child is always our top priority. We never focus on selling products or pressuring customers to make purchases. Instead, we work to maintain a comfortable and welcoming environment, offering assistance only when it is genuinely needed. Nothing brings us greater satisfaction than having families drop in, enjoy their time here, and witness their child’s proud “I did it!” moment.

KUMON SQUARE has expanded internationally and, as of July 2026, operates in two countries outside Japan, with four locations in Thailand and one location in Malaysia, which is currently undergoing renovation. One example is the KUMON SQUARE located inside Kinokuniya Bookstore’s EmQuartier branch in Bangkok.

The KUMON SQUARE at EmQuartier attracts many children, even on weekdays. Seeing them enjoy the space in their own ways offers a glimpse into how KUMON TOY products are being embraced locally.

According to bookstore staff at the location, My First Scissors by KUMON sells very well despite being priced at approximately six times the cost of other scissors displayed nearby. They explained that this may reflect parents’ desire to choose products with a high level of safety when selecting items for their children.

KUMON SQUARE serves not only as a place to sell products, but also as an important touchpoint for communicating the value of the KUMON brand and reinforcing trust in its quality among customers overseas.