Takahiro Yamaguchi (Lion Niisan) Delivers Financial Education Lecture to 5th Graders at Zushi Municipal Kotsubo Elementary School

Buy and Hold Co., Ltd. (Headquarters: Zushi City, Kanagawa Prefecture; Representative Director: Takahiro Yamaguchi), which operates the financial and entrepreneurship school "Financial Free College," announced on March 12, 2026, that its representative, Takahiro Yamaguchi (Lion Niisan), conducted a financial education lecture for approximately 60 5th-grade students and their guardians at Zushi Municipal Kotsubo Elementary School.

The FY2026 tax reform outline includes the establishment of "Kodomo NISA" (Children's NISA), scheduled to begin in January 2027. Opportunities for children to engage in asset management are expected to increase further in the future.

However, guardians' understanding is indispensable for decisions and actions related to asset management. Therefore, this lecture aimed to improve financial literacy at the household level by having both children and guardians participate simultaneously.

■ Why "children-only financial education" is insufficient

At Buy and Hold Co., Ltd., representative Takahiro Yamaguchi (Lion Niisan) conducts financial education classes in elementary and junior high schools within Zushi City, backed by his status as a high-taxpayer in Zushi City, Kanagawa Prefecture, and his donations to English education for junior high school students in the city.

"Making money is bad," "Starting a business is difficult, I can't do it." What became clear through teaching at multiple schools was the negativity of children's perceptions of "money." In fact, a pre-lecture survey revealed that over 90% of children had a negative impression of starting a business.

We believe that these values are heavily influenced by the words and ideas of adults they encounter in daily life. In such circumstances, even if children are interested, there is a strong possibility that they will not take action due to opposition within the family.

Future financial education needs to update not only children's understanding but also guardians' understanding and perceptions. Against this background, this lecture was conducted as "parent-child simultaneous education," with guardians also attending, aiming to update financial literacy for the entire family.

■ Dispelling the misconception that "starting a business is only for special people"

Based on the negative image of money, the lecture first explained how to earn money by dividing it into two types: "earned by providing value" and "earned by exploitation."

While money earned through exploitation has negative aspects, it was conveyed that money earned through value provision is accompanied by "gratitude" and "trust" and contributes to society through taxes, which elicited a significant response from the children.

Furthermore, Yamaguchi emphasized the importance of considering "starting a business" as a way of working in the coming era. Traditional values such as "entering a good university and getting a good job" are changing due to the evolution of AI and the spread of diversity.