Gen Z Learns via TikTok!? Duolingo (34%) and Study Sapuri (11%) Lead Education Brand Rankings with Distinct Strengths, Reveals Z-SOZOKEN.

Fiom LLC (Headquarters: Shibuya, Tokyo; CEO: Yohei Takeshita), a creative company for Gen Z, has released the fourth insight summary from its think tank 'Z-SOZOKEN (Gen Z Creativity Research Institute).' The report, which analyzed the 'Brand Rankings that Improved Image for Gen Z' across 19 categories, focuses deeply on the education sector.

In recent years, motivating Gen Z in the education and learning market—encompassing qualifications, language learning, and exam preparation—has become a significant challenge. Marketing professionals often struggle to communicate their services' appeal and maintain user retention. Traditional promotions that focus solely on 'track records and pass rates' or the 'importance of studying' fail to resonate with Gen Z, who are overwhelmed with content and prioritize 'Taipa' (Time Performance).

Z-SOZOKEN picked the education sector from its comprehensive 19-category ranking to analyze Gen Z's self-investment foundation. The findings reveal a clear evolution: modern Gen Z students seek educational platforms that offer either an 'entertainment experience integrated with SNS culture' or 'extreme efficiency to utilize gap time.'

Key Insights from the Education Brand Evaluation: 1. Duolingo: The Champion of Entertainment Learning (1st place, 34%). Duolingo has successfully lowered the 'hurdle to study' by evolving beyond a mere language app into a character-driven entity on TikTok with gamified UI. 2. Study Sapuri: Hacking Gap Time (2nd place, 11%). Supporting Gen Z's focus on efficiency, Study Sapuri is highly regarded for its convenience, allowing users to take high-quality lessons anywhere on their smartphones. 3. Toshin High School: Strong Memes and Charisma (3rd place, 10%). Beyond clear teaching, its instructors' catchphrases often become internet memes, creating a unique brand familiarity.

The report concludes that for Gen Z, education is no longer just about sitting at a desk but about how well it fits into their digital and time-conscious lifestyles.