Mie's cram school "eisu" TikTok surpasses 1 million total views. Japan English Proficiency Examination Association seminar fully booked in 1 day.

Affectory Inc. (Headquarters: Osaka City, Osaka Prefecture, CEO: Yurisa Ueda), a company that supports business development and marketing for regional and small to medium-sized enterprises, is pleased to announce that the TikTok project it managed for "eisu" (Operated by: Suzuka Eisu Gakuin Inc., Headquarters: Tsu City, Mie Prefecture, CEO: Chiaki Yamamoto), a cram school primarily in Mie Prefecture, has surpassed 1 million total views. By delivering the cram school's educational know-how and local information in the form of short videos, we have increased touchpoints with parents and prospective students. As a ripple effect, achievements such as the Japan English Proficiency Examination Association's seminar being fully booked on the day of its announcement have been observed. Moving forward, we will continue to contribute to the growth of regional and small to medium-sized enterprises by raising their visibility through the planning and operation of marketing that resonates with young people.

COO Nao Ito's popular content and actual filming scene

[Background]

Challenges for regional and small to medium-sized enterprises: How to make "good products/services" known?

Many regional and small to medium-sized enterprises possess solid quality and services, along with a passion for their communities, but struggle to fully convey their appeal. "eisu," a cram school operating mainly in Mie Prefecture, was confident in its educational content but faced challenges in delivering it to parents and prospective students.

Therefore, our company planned short videos for TikTok, a platform used daily by prospective students. We focused on delivering useful information within the context of short videos that students and parents encounter in their daily lives, rather than through advertisements.

[Initiatives and Results]

Delivering educational know-how and local information as "short videos"

With our company's planning, video shooting, and distribution support, COO Nao Ito of eisu began posting on TikTok (@naosennsei) in July 2025. By May 2026, 92 posts were made, and the total number of views exceeded 1 million. The most viewed post was "Regional vs. Metropolitan Area: Which is More Advantageous for Employment?" (74,000 views). In one year, followers grew from zero to over 500.

Behavioral changes driven by TikTok distribution

The trust built on social media directly translated into real-world actions. TikTok, which started in July 2025, grew to an average of over 100,000 views per month by November. As a result, the Japan English Proficiency Examination Association's online seminar "Latest University Entrance Exam Situation and the Significance of Learning English" (Lecturer: Nao Ito, Chief Operating Officer, eisu group), held on November 23, 2025, received over 500 applications on November 18, the day of the announcement, and was fully booked. The lecture added 100 spots due to demand and was announced on November 20, also filling up the same day. To meet the requests of many, the lecture on November 23 was made available for on-demand streaming until December 25, ultimately attracting over 1200 participants and receiving a significant response.

In a survey at a parent-teacher meeting, many comments referred to Ito as "Nao-san" or "Nao-sensei" from TikTok, rather than "Ms. Ito" or "Ms. Ito." Both students and parents have mentioned watching the videos.

A lecture in a lively venue

[COO Nao Ito's Challenge: "Rebuilding Japan Through Education" and Tangible Results on TikTok]

Japanese education is currently at a major turning point. While schools and traditional cram schools focus on immediate advertising, the strong stance of COO Nao Ito, whom I support, on "Rebuilding Japan Through Education" and "Correctly conveying the reality of education to parents" is an essential social mission for Japan today.

Our goal is not to advertise the cram school, but to provide essential information that benefits children and parents. To deliver this high aspiration, Affectory provided planning and operational support. By collaborating on overall marketing and disseminating effective content, we achieved significant results, especially on TikTok, and were able to convey our passion to many people.

We will continue to provide valuable information on TikTok with COO Ito, serving as a reliable guide to improving Japanese education.

Jun Iwakura (Education Critic, eisu Lecturer, University Entrance Exam Instructor)

Inquiries regarding this matter

Affectory Inc.

Email: info@affectory.co.jp