#Japan #Tokyo #Postpartum Care #JTB #BecomeMommy

JTB's Innovative Approach to Postpartum Care

In Japan, the rising challenges surrounding postpartum care have prompted significant concern. With an increasing number of mothers experiencing postpartum depression—about one in ten—the societal expectations and hard experiences often hinder access to necessary care facilities. To tackle these pressing issues, JTB Corporation has launched a unique initiative called BecomeMommy, a postpartum care experience gift service designed to support mothers physically, mentally, and financially.

The Concept Behind BecomeMommy

The BecomeMommy gift service aims to minimize the psychological, economic, and physical obstacles often faced by mothers during the postpartum period. Drawing inspiration from Finland's renowned childcare support system, Neubola, JTB envisions a society where child-rearing is a collective community effort rather than a solitary burden.

This service enables mothers to comfortably access postpartum care facilities or caregiver services, alleviating costs through gifts from companies or individuals. With BecomeMommy, the company aspires to foster a culture where postpartum care is regarded not as a luxury but as a meaningful gift.

The Current State of Postpartum Care in Japan

Despite the critical role of postpartum care, Japan lags behind many countries in facility awareness and utilization rates. Recent studies indicate that only 10.9% of new mothers utilize postpartum care services, indicating significant room for improvement. Barriers such as the challenge of navigating childcare responsibilities while caring for a newborn, financial burdens, and feelings of guilt associated with seeking personal time have led to this low engagement.

BecomeMommy emerges from JTB's Future Creation Division, spearheaded by employees who have directly experienced the challenges of new motherhood. The initiative aims to offer mothers a chance to regain their sense of self and well-being during the transformative postpartum phase.

Bridging Gaps for Working Women and Companies

The anxiety surrounding maternity leave and reintegrating into the workplace often discourages women from pursuing motherhood. JTB recognizes that supporting female employees is crucial for sustainable business success. BecomeMommy functions as a dual solution—offering support for working mothers while helping companies retain valuable female talent.

By enhancing mothers' health through postpartum care, businesses can foster a culture that respects diverse work-life balances, addressing the broader social issue of declining birthrates in Japan.

Key Features of BecomeMommy

The BecomeMommy experience gift allows individuals or companies to ease the economic burdens for mothers by providing facilitated access to postpartum care services. Here are its essential features:

1. Curated Postpartum Experiences: By framing postpartum care as a gift, the initiative potentially reduces the psychological barriers to using these essential services.

2. Zero Financial Burden: The cost of the service is borne by the gift-giver, allowing mothers to access facilities without worry.

3. Holistic Support: Along with service access, mothers receive original children's literature aimed at changing the narrative around asking for help, reinforcing that relying on others is positive, not shameful.

4. Simple Reservation System: Once a gift is purchased via JTB, mothers can easily select their desired care experience through a dedicated online platform.

5. Nationwide Partnerships: Available options include diverse postpartum care plans from facilities across the Tokyo metropolitan area, Osaka, Kyoto, Fukuoka, and beyond.

The Value Proposition of BecomeMommy

From May 2025 to March 2026, JTB collaborated with female employees with infants to validate the efficacy of the BecomeMommy program at partnered postpartum care facilities. Feedback highlighted the transformative importance of postpartum care and lauded its potential as a corporate benefit. Many women expressed a desire to recommend the program to friends and colleagues, indicating strong market demand.