Japan’s Exam Season and the Importance of Educational Technology

January and February are critical months in Japan’s academic calendar, marked by the intensity of university entrance exams. These exams not only determine students’ academic futures but also play a significant role in shaping their personal career paths. In recent years, Japan’s emphasis on digitalisation, particularly in education, has transformed the way students prepare for this pivotal time. With the introduction of informatics as a subject in the unified entrance exams, the role of educational technology (Ed-Tech) has become more crucial than ever. This shift presents both challenges and opportunities for international Ed-Tech companies looking to make a positive and encouraging impact in Japan.

Informatics and the Changing Nature of Exams

In 2025, Japan added informatics to its university entrance exams. This move reflects a broader effort to integrate computational thinking and digital literacy into the education system. Students are now tested on programming and other computational skills, aligning with the national curriculum’s focus on fostering tech-savvy graduates. According to a report from Nippon.com, over 301,900 students are reported to have taken the informatics exam this year, demonstrating the growing importance of digital competencies in academic and professional settings.

Informatics and the Changing Nature of Exams

In 2025, Japan added informatics to its university entrance exams. This move reflects a broader effort to integrate computational thinking and digital literacy into the education system. Students are now tested on programming and other computational skills, aligning with the national curriculum’s focus on fostering tech-savvy graduates. According to a report from Nippon.com, over 301,900 students are reported to have taken the informatics exam this year, demonstrating the growing importance of digital competencies in academic and professional settings.

Why Ed-Tech Matters More Than Ever

The increasing complexity of exams and the integration of new subjects like informatics have created a demand for innovative learning tools. Ed-Tech platforms that offer personalised learning experiences, adaptive testing, and interactive problem-solving exercises are filling the gap. Artificial Intelligence (AI) plays a pivotal role here. Platforms powered by AI can analyse a student’s strengths and weaknesses, tailoring study plans that maximise efficiency and engagement. These tools not only help students prepare for exams but also teach them how to think critically and solve problems—skills that are indispensable in the modern workforce.

Opening Opportunities for International Ed-Tech Companies

Japan’s unique educational environment provides fertile ground for international Ed-Tech companies. However, succeeding in this market requires a deep understanding of local needs and preferences. Here are some strategies to consider:

1. Localisation: Content must be aligned with Japan’s national curriculum and delivered in culturally relevant ways. Translating materials into Japanese is just the first step. Contextualizing examples to resonate with Japanese students is equally important.
2. Tailored Solutions: Platforms that focus on informatics and STEM subjects can carve out a niche. Given the emphasis on programming and computational thinking, tools that simplify these concepts while maintaining rigor are in high demand.
3. Partnerships: Collaborating with local educational institutions, publishers, and government bodies can ease market entry. These partnerships can also help in building trust among educators and parents, who are key decision-makers in adopting new technologies.
4. Data Privacy and Compliance: Japan has stringent data protection laws. Companies must ensure their platforms comply with local regulations to gain acceptance and avoid legal complications.

Case Studies: What Works and What Doesn’t

Success Stories

One of the most successful examples of international Ed-Tech in Japan is the adoption of AI-driven tutoring systems. These platforms provide a personalised approach to learning, which has resonated well with students and educators alike. For instance, Ed-Tech companies that developed adaptive learning algorithms tailored to Japan’s specific entrance exam requirements saw a significant uptake in their services. 

Additionally, gamification has proven effective in engaging younger students. Platforms that incorporate game-like elements—such as rewards for completing tasks or leveling up based on performance—have managed to make studying less intimidating and more enjoyable.The speech-recognition technology used by language learning apps like ELSA Speak is another excellent example. By helping students improve their English pronunciation and fluency, tools like these address Japan’s growing need for global communication skills. Their AI-driven personalisation ensures that students receive targeted feedback, making the learning process more effective and engaging.

Challenges

On the flip side, companies that failed to localise their offerings struggled to gain traction. For example, some international platforms assumed that their global success would translate directly to Japan, only to find that their content was misaligned with local educational standards. Others faced resistance due to poor user interfaces that didn’t accommodate Japanese language nuances or cultural preferences.

The Role of Consumerism and Digitalisation

Japanese students and their families invest heavily in education, making it a lucrative market for Ed-Tech. However, consumer expectations are high. They look for value in terms of quality, ease of use, and measurable outcomes. Digitalisation has amplified these expectations. Mobile apps, online learning platforms, and AI-driven tools are no longer novelties but necessities. Companies that offer seamless, user-friendly experiences are better positioned to capture this market.

Parents also play a crucial role in driving Ed-Tech adoption. They are not just looking for tools to help their children pass exams but also for resources that prepare them for future careers in a digital world. Companies that can communicate the long-term benefits of their solutions are more likely to win their trust.

Tailored Services for Japan’ s Exam Season

February’s exam season has given rise to a variety of services aimed at supporting students during this high-pressure time:

• Specialised Study Camps: Intensive learning retreats focus on specific subjects, including informatics. These camps often combine rigorous study schedules with stress-relief activities, offering a balanced approach to preparation.
• Nutritional Support: Brands like CalorieMate market their products as convenient, balanced meals for busy students. Such initiatives highlight the importance of physical well-being alongside academic success.
• Language Tools: Apps like ELSA Speak are becoming indispensable for students looking to improve their English skills. These tools use AI-driven speech recognition to deliver real-time feedback, helping students build confidence in global communication.

Mental Health Services: With exam-related stress on the rise, counseling services and mindfulness apps have gained popularity. These tools help students manage anxiety and maintain focus.

Why This Matters

Digitalisation in education is not just about keeping up with technological trends; it’s about preparing the next generation for a consistent changing world. For Japan, which faces a declining birthrate and an aging population, investing in the digital skills of its youth is crucial for maintaining economic vitality. This context underscores the importance of Ed-Tech in shaping not just academic outcomes but also the future workforce.

Conclusion

Japan’s exam-focused culture and its growing embrace of digitalisation create a unique opportunity for Ed-Tech companies. However, success in this market requires more than innovative technology; it demands a genuine understanding of local needs, values, and expectations. By prioritising localisation, tailoring solutions to align with the national curriculum, and building trust through partnerships, international companies can make a meaningful impact. As Japan continues to navigate the challenges of a digital future, the role of Ed-Tech in empowering its students cannot be overstated. For businesses seeking more insights on Japan, please check out our other blogs on our website, and feel free to contact us for more information.