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Celebrating 50 Years of Meiji Baby Consultation Service

The Meiji Baby Consultation Service will mark its 50th anniversary in October 2026, continuing to assist parents with queries regarding their infants' nutrition and healthcare. Since its establishment in 1976, the service has recorded approximately 510,000 consultations by 2025. This milestone is a testament to the vital role it has played in countless families' lives.

Evolution of Parenting Information Access

Over the last five decades, the methods for accessing parenting information have transformed significantly. While the traditional sources of information have included books and publications, modern parents are now more inclined to rely on the internet, social media, and even generative AI tools. However, amidst this diversification, many still prefer personal consultation to validate whether the advice they've found is appropriate for their unique child. Notably, more than 80% of consultations have consistently revolved around breastfeeding and weaning foods, indicating that the concerns of parents remain largely unchanged despite the evolving information landscape.

Consistent Demand for Breastfeeding and Weaning Support

Reflecting on these 50 years, the structure of consultations has remained surprisingly stable. More than four-fifths of inquiries relate to breastfeeding and weaning. Although there are fundamental guidelines and milestones for these practices, each child's growth and development are distinct. Many parents find themselves seeking advice when the standard information doesn’t seem to align with their child's needs or when they face challenges that deviate from the expected.

Individualized Consultation Experience

Particularly during the period of transitioning to solid foods, even similar concerns regarding an infant's age or eating habits can lead to different recommendations based on the child's individual behavior. For instance, the texture of weaning food shouldn’t merely be based on age. Instead, factors like the child's oral development, feeding behavior, and personal preferences should guide these decisions. The consultation service prioritizes customizing every piece of advice to fit the unique dynamics of each parent-child relationship.

Emphasizing Listening Over Immediate Solutions

A key aspect of the consultation experience is fostering an environment where parents feel comfortable sharing their concerns. As the consultants communicate over the phone, they emphasize the importance of the initial interaction. They are trained to respond with an encouraging tone, allowing parents’ emotions to guide the conversation. Rather than jumping straight to solutions, consultants first summarize parents' concerns, facilitating a deeper exploration of the underlying issues. This two-way dialogue ensures that subtle worries and deeper anxieties are acknowledged and addressed.

A Welcoming Space for All Concerns

Even the smallest hesitation can be addressed with care. Consultants encourage parents to reach out for any concerns, regardless of how minor they might seem, aiming to create a safe space for dialogue. This policy underscores that parents don't need a definitive problem to initiate a consultation; simply wanting to share an observation about their child is perfectly acceptable.

Continuity of Care Over Five Decades

Since its inception in 1976, the alignment between the service's mission and the needs of parents has proven effective. As reaffirmed during its 30th anniversary in 2006, the focus remains on nurturing each child's nutritional needs while valuing ongoing communication with caregivers.

Launching the Commemorative Web Page

In line with the 50th-anniversary celebrations, Meiji will launch a special webpage titled "We Never Leave You Alone on That 'Is This Okay?'". This platform will circulate parental insights, share animated illustrations about the consultation process, and spotlight the consultants' commitment to their work.

More About the Meiji Baby Consultation Service

Established in 1976, the Meiji Baby Consultation Service provides telephone consultations for parents with infants up to three years old, helping them navigate nutrition and caregiving challenges with the support of qualified nutritionists. Each child is assigned a consultation ID to streamline follow-up interactions. Parents can reach out with confidence, knowing they will receive tailored support that aligns with their family's unique circumstances.

Contact Information

• - Telephone Number: 0120-035-553
• - Hours of Operation: Monday to Friday, 10 AM to 3 PM
• - Note: Closed on the 3rd Tuesday of each month, as well as public holidays and year-end holidays.