LOCOK and Dentsu Launch 'Tsukushi-kai Edu-tainment' Project

LOCOK Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director: Daiki Ishii; hereinafter 'LOCOK'), which operates early childhood education and sports methodology businesses, announces the launch of the joint project 'Tsukushi-kai Edu-tainment' with Dentsu Inc. (Headquarters: Minato-ku, Tokyo; Representative Director and President: Chisato Matsumoto; hereinafter 'Dentsu'), following the signing of a business partnership agreement.

This project will combine LOCOK’s proprietary education, sports, and physical training methodologies with Dentsu’s expertise in media, sports, and entertainment solutions and business design to build and scale region-specific, problem-solving business models in collaboration with local governments and media companies across Japan.

Background and Objectives of the Partnership

In recent years, increased screen time among children has led to serious societal issues such as declining physical fitness and lack of exercise. At the same time, while many parents recognize the importance of establishing exercise habits and extracurricular opportunities, disparities in access to physical activities ('experience gaps') and limited availability of appropriate exercise programs have become increasingly evident.

To address these challenges, LOCOK—operator of the 'Tsukushi-kai Kindergarten Classroom' with 35 years of history and a 98% success rate in admission to competitive elementary schools—and Dentsu, with its nationwide media network and business development expertise, have joined forces as part of the cross-divisional initiative 'PROJECT: If You Do It, You Can Do It!'. Through the 'Education × Sports × Entertainment (Edu-tainment)' approach, the project will implement programs in local communities to foster children’s self-affirmation and 'motor brain' development, while creating sustainable regional business models.

Key Initiatives and Business Expansion

The project will implement and expand its activities in local communities through the following steps:

Development and Optimization of Original Exercise Programs

The 'Motor Brain Enhancement Program,' supervised by Tsukushi-kai, will be optimized and developed in collaboration with regional broadcasters and other partners to meet local needs and challenges.

Content Rollout via Media Channels

By leveraging media platforms and consumer touchpoints of regional broadcasters, the program will promote daily exercise habits among local families.

On-the-Ground Local Implementation and Commercialization (Ecosystem Building)

Beyond media integration, the project will expand opportunities for children’s physical activity through local events, experiential gymnastics classes, title sponsorship models, and licensing programs to after-school programs, kindergartens, daycare centers, and sports clubs.

Roles of Each Company

LOCOK Co., Ltd.

Provision of proprietary education, sports, and physical training methodologies—including those from Tsukushi-kai Kindergarten Classroom—curriculum supervision, program development, and implementation guidance.

Dentsu Inc. (MCx Division)

Proposal and support for implementation with media companies such as broadcasters, sports and entertainment businesses, overall project business design, and coordination.

Future Outlook

Moving forward, the project will collaborate with broadcasters and regional enterprises nationwide to conduct PoCs (proofs of concept) and build model cases, gradually expanding regionally optimized, problem-solving content across Japan.

Collaboration with Asahi Broadcasting Television

Supervision and Rollout of 'Oki-Tore' Segment on 'Ohayou Asahi Desu'

As part of the 'Tsukushi-kai Edu-tainment Project,' the team is supervising 'Oki-Tore,' the morning exercise segment at the end of Asahi Broadcasting Television’s long-running regional news program 'Ohayou Asahi Desu' (weekdays 5:00–8:00), which has over 45 years of history in the Kansai region. LOCOK’s expertise in 'Coordination Training,' developed over 30 years to enhance neural communication between brain and body, has been adapted for all generations to support viewers in forming daily exercise habits.

Program Introduction at 'Glory Kids School' in Osaka

Since April this year, weekly gymnastics classes using Tsukushi-kai’s unique methodology have been regularly held at 'Glory Kids School' in Osaka, an after-school and kindergarten program. Through direct on-site instruction, the initiative aims to comprehensively develop children’s 'motor brain' abilities and physical awareness, accelerating the social implementation of community-based edu-tainment.

Company Overview

LOCOK Co., Ltd.

Representative: Representative Director Daiki Ishii

Headquarters: 1F South Hill, Mita Garden Hills, 1-4-55 Mita, Minato-ku, Tokyo

Business: As a 'Life Education Company,' LOCOK is committed to providing infinite possibilities to all people. Its core business, 'Tsukushi-kai Kindergarten Classroom,' has over 30 years of history and nurtures children’s comprehensive human capabilities through four key training areas: physical, cognitive, communication, and dexterity.

URL: https://www.locok.jp/

Dentsu Inc.

Representative: Representative Director and President Chisato Matsumoto

Headquarters: 1-8-1 Higashishimbashi, Minato-ku, Tokyo

Business: Centered on deep insights into 'people,' Dentsu identifies essential challenges from complex and evolving client needs and delivers integrated solutions—'Integrated Growth Solutions.' The company supports clients’ sustainable growth across a broad range of areas beyond advertising and marketing, contributing to societal vitality.

URL: https://www.dentsu.co.jp/

【Inquiries】

LOCOK Co., Ltd. Public Relations

Contact: Hiranuma / Tsuruta

Email: [email protected]

URL: https://www.locok.jp/

*The information in this press release is current as of the date of publication and is subject to change without notice.*