～Pigeon Holds a Special Edition of "Baby Learning Class. Started displaying willow poems created by junior high school students on public transportation, etc.
- The following is content from the press release -
Pigeon Corporation (Headquarters: Tokyo, President: Ryo Yano) is offering an "early education" program on babies and child-rearing called "Know Your Baby Lesson" to junior high school students throughout Japan as part of its efforts to encourage society as a whole to think about child-rearing and take baby-friendly actions in order to realize a "baby-friendly future. The company is offering "Baby-Friendly Classes - For a Baby-Friendly Future" (hereafter abbreviated as "Baby-Friendly Classes") to junior high school students throughout Japan.
As a part of this effort, a special "Know Your Baby" class was held at Kaetsu Ariake Junior High School (Koto-ku, Tokyo) in October and November 2025. In this class, junior high school students learned about the characteristics of babies and childcare, and simulated the real "thrill" that parents feel when they are out and about using the latest "AI video". At the presentation on November 11, Miki Fujimoto and Tei Sensei took the stage to discuss their experiences and knowledge of child-rearing while looking at the willow created by the junior high school students together. The completed willow trees were posted at nearby train stations and commercial facilities to raise awareness in the community as the culmination of this project. This was a practical effort to spread understanding and empathy for child-rearing in society.
- Education x Latest Technology:.The "AI video" simulates the "thrilling" moments of childcare, such as "the baby won't stop crying on the train" or "the stroller can't get on the elevator because the elevator is full".
- Spreading sympathy:. Miki Fujimoto and Tei-sensei participated in the "Baby Willow" presentation. They praised the willow poems composed by junior high school students.
- Social Communication:.The "Baby Willow" was posted at some Yurikamome stations and commercial facilities to send a message to the local community.
Background and Past Achievements of the "Know Your Baby" Program
Due to the trend toward nuclear families and the declining birthrate, more and more children are becoming adults without having babies or mothers and fathers around them and with few opportunities to be exposed to child-rearing. It is assumed that these children lack understanding of the reality of child-rearing and babies, leading to a lack of understanding of child-rearing in society as a whole. The "Baby Education" program is an initiative to support the creation of an environment in which society as a whole can support child rearing by providing "early education" on child rearing to the generation that will create the future and deepening their interest in and understanding of child rearing.
Since its launch in September 2021, the program has been offered to approximately 41,000 students [1] in about 500 schools nationwide, and is scheduled to be offered again this year in about 150 schools. A survey conducted to students who have taken the class nationwide so far shows that almost all (95.9%) of the students who took the class recognized that they need the cooperation of those around them in order to nurture their babies.
survey data
According to a childcare awareness survey[2] conducted by Pigeon in 2025, many mothers and fathers felt "anxious" and "impatient" when going out with their children aged 0-3, with the biggest concern being "will they cause trouble to others".
Specifically, among public places, respondents were more likely to feel anxious in "trains" (62.9%), "cafes/restaurants" (50.7%), and "supermarkets" (42.4%), while "children won't stop crying" (54.4%), "too much luggage" (40.5%), "difficulty using a baby stroller" (32.5%).
Furthermore, when asked "Do you think more understanding is needed in the community and society?" a total of 89.4% of respondents answered "Yes" or "Somewhat necessary," indicating that the understanding and kindness of society as a whole is essential for improving the child-rearing environment.
Three Steps for Junior High School Students to See the Class as "Their Own Business" Special Edition Delivery Class Implementation Report
In response to these issues, this year the school implemented a "special edition" of its existing "Know Your Baby" class, which was further developed.
1. delivery class｜"Know, feel, and think" about the realities of childcare
In the October class, participants learned about the characteristics of babies and childcare through lectures and experienced wearing a maternity jacket and holding a baby doll. The AI videos were generated based on survey data. By watching realistic images of the "thrill" that mothers and fathers feel when they go out, such as a baby who won't stop crying on the train or impatience when they cannot ride an elevator with a stroller, the program provided an opportunity to think independently about "how I would feel" and "what I can do in such a situation. What can you do in such a situation? It was an opportunity to deepen understanding of the preciousness of life and the difficulties of raising a child.
Based on what they learned, the students created a "baby willow" to convey their thoughts to society from the "baby's point of view. One student commented, "Now that I know how pregnant women feel, I feel I have the courage to try to be kind to babies and mothers and fathers. One of the students commented, "The class helped me to understand how pregnant women feel.
2. presentation｜"Communicate" to society
Baby Willow" Presentation with Guests: On November 11, students presented "Baby Willow," a condensed version of their learning. Guests Miki Fujimoto and Tei Sensei were invited to share their child-rearing experiences and knowledge.
Representatives from each of the six classes of third-year junior high school students who took the course presented one of their works. The willow poems were filled with the perspective of being close to the baby's feelings and messages of compassion for mothers and fathers raising their children, and the audience quietly listened to the students' words, which created a warm atmosphere.
Miki Fujimoto x Tei sensei praises sensibility of junior high school students
Representative willow"Caring. Giving back when you were little."The student who created the "Kindness of People" said, "We have been supported by the kindness of many people since we were babies, and I made this work because I did not want to forget to be thankful for their kindness.
Tei-sensei."Even if she's crying, I'll just smile and watch. That's all I ask."He also praised the junior high school student's sharp point of view and kindness, saying, "Just by smiling and watching over them, the parents feel relieved. Furthermore, if they say 'cute' out loud, moms and dads will be happy and the space around them will become more friendly. Ms. Fujimoto also shared her own experience of feeling sorry when her child would not stop crying on the train, and she deeply sympathized with the students, saying, "At times like that, just a 'small word of encouragement' like the one they recited can be a great help.
In the talk session, Fumie Hanzawa of Pigeon Corporation's Corporate Branding Group also joined the session, exchanging opinions from the perspectives of education, childcare, and business on the "baby-friendly future" and issues surrounding childcare and the importance of surrounding support. The two expressed their strong expectations for the next generation of "early education in child-rearing," saying that this class, in which students learn the realities of child-rearing from junior high school, "provides an opportunity to 'know and imagine' child-rearing at the impressionable age of junior high school, and is a wonderful opportunity to change future society.
3. posting of "willow tree willow" campaign｜Educational activities to spread "baby-friendly behavior" in society
Students' Words Change the City: Starting November 18, "Baby Willow" created by the students as the culmination of the class has been posted sequentially on the following billboards and public spaces as a message to the community. The pure words of junior high school students will deepen understanding of babies and child-rearing, and lead to "baby-friendly actions" by society as a whole.
Main Posting Locations
| public transportation | Some Yurikamome stations, Tokyo Metro Yurakucho Line (Toyosu Station, Shinkiba Station, Tatsumi Station), Tokyo Metro Tozai Line (Kiba Station, Monzennaka-cho Station), Tokyo Metro Hanzomon Line (Sumiyoshi Station, Kiyosumishirakawa Station, Kinshicho Station) |
| public facilities | Shinonome Library, Ariake Children's Library, Children's Plaza Library, Toyo Library, Joto Library, Kameido Library, Sunamachi Library, Sumoto Hospital |
| commercial establishment | Tokyo East 21, OK Shinonome, Daiei Toyosu, OK Odaiba |
Actual experience from "knowing about childcare" to "communicating to society
This special edition of "A Lesson to Know About Babies" was designed to provide junior high school students with an "early education" for the next generation, through a series of processes, from "knowing" the reality of child-rearing, to "communicating" this awareness, to "spreading" it throughout society, so that they can see social issues as "their own business". The "Baby Education Class" was a series of processes, from "learning" about the realities of child-rearing, to "communicating" this awareness, and then "spreading" it to society.
Students commented that "thinking about the baby's feelings made me rethink my own behavior" and "I was happy to be able to communicate to society through the willow tree.
The program has also received high praise from the educational field and the local community. Mr. Yoshii, a teacher at Kaetsu Ariake Junior & Senior High School, commented, "This was a valuable opportunity for students to gain a real sense of connection with society.
The person in charge of the local posting also commented that the willow from the junior high school students' point of view resonates with local people and encourages them to act in a baby-friendly manner.
Ms. Korin Yoshii, teacher at Kaetsu Ariake Junior & Senior High School, comments
While many students have few opportunities to directly interact with babies due to the declining birthrate, the students were able to deepen their understanding of babies and childcare through holding baby dolls, experiencing pregnant women, and lectures. In addition, through AI videos, the students were able to simulate the difficult situations that parents face while raising their children, giving them a more realistic sense of the realities of child-rearing. This series of efforts, from the class to the community postings, provided a good opportunity for the students to step out into society, and was a valuable opportunity for them to cultivate empathy and an attitude of contributing to society.
Fumie Hanzawa, Brand Design Department, Corporate Strategy Division, Pigeon Corporation comments
Pigeon believes that by providing "baby classes" to the generation that will create the future, we can increase their interest in babies, let them know about real childcare problems that mothers and fathers face, and think about what they can do to help as a member of society, which will lead to baby-friendly actions, We believe that this will lead to baby-friendly actions, which in turn will lead to the realization of a baby-friendly society. We hope to create a society where mothers and fathers can feel free to consult with and help each other without having to shoulder the burden of child-rearing alone.
Pigeon plans to continue to offer "Know Your Baby" classes at junior high schools across Japan to help children, who will be responsible for the future, deepen their understanding of babies and childcare, and to contribute to the creation of an environment that supports childcare throughout society.
For more information on "The Class for Knowing Babies," please visit the official website and watch the introductory movie at the following URL.
<Official HPhttps://www.pigeon.co.jp/vision-of-a-baby-friendly-future/lesson_about_babies/
<Introduction Movie
Pigeon Corporation
Pigeon is a brand that handles childcare products, maternity products, nursing products, and childcare services.
Based on over 60 years of research, we want to make this world a more baby-friendly place by providing products and services.
Pigeon is committed to nurturing the wonderful powers that babies are born with and creating a world in which all babies can shine as they are.
Below you will find our worldwide commitment to a baby-friendly future.
https://www.pigeon.co.jp/vision-of-a-baby-friendly-future/
