Bears Establishes 'Japan Lifestyle Research Institute' to Address Challenges of Parenting and Local Support Services

Bears Establishes 'Japan Lifestyle Research Institute'

In a pivotal move to address the evolving needs of households, Bears Co., Ltd. has set up the 'Japan Lifestyle Research Institute,' spearheaded by director Yuki Takahashi. This initiative marks the company's 25th anniversary since its founding in October 1999 and aims to conduct research focused on the challenges families face during the prenatal and postnatal periods, along with evaluating the effectiveness of local household support services.

The landscape of household responsibilities and childcare is undergoing significant change, as evidenced by the rising popularity of the TBS drama 'Taigan no Kajishi' and the book 'Kafune.' These works reflect a societal shift from viewing domestic chores as solely an individual's responsibility to acknowledging that they are activities that should be supported collectively by society. This changing perspective is increasingly being recognized as families navigate the challenges of cohabiting, balancing work and care responsibilities, and addressing discussions around diversity and gender equality.

Bears collaborates with 32 municipalities across Japan to offer 36 household support services targeting families during the prenatal and postnatal phases. In light of these social shifts, Bears conducted a survey to visualize how these services impact the well-being of families, shedding light on the challenges faced by households during this crucial period.

The Real Value of Household Support Services

As the themes presented in 'Taigan no Kajishi' and 'Kafune' resonate widely, the survey reveals valuable insights regarding the effectiveness of household support services. The underlying message of these narratives emphasizes that caregiving and domestic chores should not be treated merely as personal responsibilities, but as societal obligations.

Historically, household chores have been regarded as something one should manage on their own. However, with the increase of dual-income households, and the growing intersection of caregiving and parenting duties, there is a newfound appreciation for the burdens and emotional toll these responsibilities entail.

'Kafune,' a bestseller expected to claim the 2025 Bookstore Prize, intricately narrates the stories of two protagonists working in domestic support, highlighting the therapeutic and restorative effects that household chores can engender, resonating deeply with readers.

Similarly, the TBS Tuesday drama 'Taigan no Kajishi' emphasizes personal reflection through the intersections of various characters' lives, creating awareness that managing household tasks is not a distant issue but rather a universal concern that affects us all.

On June 21, 2024, Japan's Cabinet approved the 'Basic Policy 2024' and later the 'Women’s Version Basic Policy 2025’ that incorporate household support services as a concrete response to a declining birthrate and to further empower women. This raises awareness at the policy level about the importance of household help in our modern society, coupled with a nationwide advocacy campaign promoting these services.

The isolation of parenting households, exacerbated by factors like nuclear families and declining community ties, has led to a growing recognition of the necessity for municipal support initiatives.

Bears currently partners with 32 municipalities, actively participating in 36 administrative household support programs. Recently, Bears conducted a survey among families benefiting from these services to understand how domestic assistance supports their mental and emotional well-being, aiming to identify effective practices and areas for improvement in tackling contemporary social issues such as parenting isolation, declining mental health, and the declining birthrate.

High Satisfaction with Household Support Services

According to the survey conducted in June 2025 regarding service utilization in 34 municipal projects, an impressive 87.7% of respondents reported being 'very satisfied' or 'satisfied' with the service. Notably, 86.9% indicated that they felt a significant boost in mental well-being, while 71.5% noted a physical relief—underscoring that household support transcends mere task completion; it facilitates genuine restoration of home life.

Participants also reported increased family time and personal time, showcasing the vital importance of shared responsibilities in cultivating a sense of both time and mental ease.

Fostering Connections Through Household Support

As depicted in 'Kafune' and 'Taigan no Kajishi,' many individuals struggle with the isolation and silent conflicts that accompany childcare. Particularly during prenatal and postnatal periods, fluctuations in hormonal balance, sleep deprivation, and social disconnect can lead to mental instability. Families juggling work, childcare, and household duties often require assistance from 'someone else's hand.'

The survey reflected pressing concerns, with 73.8% of respondents feeling that they lacked sufficient time for chores, 68.5% overwhelmed by childcare responsibilities, and 60.8% facing health concerns due to fatigue. Moreover, 58.5% expressed feelings of mental strain, and 47.7% found it tough to juggle work and parenting.

Following administration service utilization, 90.8% reported positive improvements, with 67.7% noticing enhanced household efficiency and 44.6% experiencing reduced stress levels. These findings highlight the preventive role household support plays in mitigating risks associated with postpartum depression and severe parenting crises (such as neglect or abuse).

Moving Beyond Barriers in Household Support Services

Survey respondents identified various sources that raised awareness of household support services, including 'municipal newsletters,' 'municipal websites,' and 'public health nurse guidance.' However, challenges such as 'complicated application procedures' (52.3%) and 'difficulty in finding information' (26.2%) were also raised as barriers.

Moreover, many users expressed a desire for expanded service availability, ongoing support structures, and simplification of application processes. An impressive 96.2% indicated intent to continue utilizing household support services, suggesting that these services are evolving from a temporary solution into a sustainable living infrastructure.

Household Support as Birth Support and Empowering Women

As indicated in the 'Basic Policy,' household support services are gaining recognition as multifaceted solutions to social challenges such as declining birth rates, the empowerment of women, and the balance of work and home life. Our study validates that household support mitigates postpartum isolation and mental fatigue while fostering environments conducive to raising children.

In contemporary society, as partnership and family structures continue to evolve, household responsibilities should no longer rest solely on individual families but should be considered part of our collective societal infrastructure.

The time saved through household support translates not only to practical benefits but more critically, to a reclaiming of personal space, familial bonds, and hope for self-determination in life.

Bears is committed to enhancing the stability of high-quality service provision, thereby contributing to a society where everyone can pursue their envisioned lifestyle through 'safe,' 'secure,' 'comfortable,' and 'convenient' living support.

Survey Overview

- Survey Name: Administrative Household Support User Survey (Conducted in June 2025)
- Participants: Households utilizing administrative household support services through Bears
- Valid Responses: 130
- Survey Method: Online questionnaire