What Daekyo Holdings does

Daekyo Holdings Co., Ltd. (대교홀딩스) is a South Korean publicly listed holding company that operates a diversified education and lifestyle conglomerate anchored by the Noonnoppi (눈높이) self-directed learning brand, founded in 1975/1976 and listed on the Korea Stock Exchange. The core education platform comprises 500 Noonnoppi Learning Centers with 12,000 teachers nationwide, a weekly home-visit tutoring service, and a portfolio of workbooks, digital learning programs (including the 3D Smarty Ants English platform and Toonitooni physical education for preschoolers), and publishing through Kidsschole. AI-driven personalized learning is delivered through the Definition subsidiary's Macadamia All-in-One platform, with active AI capability build-out via the HanDreamNet acquisition and a KAIST research partnership validating AI-personalized Korean language learning.

Revenue is generated through a mix of recurring subscription-based education fees (home-visit tutoring, learning center tuition), one-time workbook and publishing sales, government contracts (Seoul City, Gyeongsangbuk-do, Goyang-si), and ancillary lifestyle businesses including Daekyo D&S (premium golf and leisure), Gangwon Deep Sea Water, Crystal Wine Group, Howlpot (pet care), Daekyo Newif (senior care), Mimedi (futsal platform), and Daekyo CNS (IT services including smart education). Distribution combines the proprietary 500-center physical network, home-visit direct sales, 1,200+ Daiso retail locations for Creola products, and online platforms including Gongbuwarac.com. The 2025 consolidated revenue was KRW 807,588 million against total assets of KRW 1,115,799 million.

The customer base spans preschool-through-university students and their parents (primary segments), multicultural families, seniors, premium leisure consumers, and institutional/government clients. Marketing leverages TV/radio advertising under the "We know learning" slogan, community engagement via the Noonnoppi Love Volunteer Group (~10,000 members across 25 branches), sports marketing through Daekyo Kangaroos Women's Soccer Team, and CSR programs including KRW 100 million in annual scholarships. International footprint includes subsidiaries in Canada, Hong Kong, and the USA, plus operations in Indonesia, though the revenue base remains predominantly Korean.

Name

Daekyo Holdings

Legal name

Daekyo Holdings Co., Ltd. (대교홀딩스)

Website

https://daekyogroup.com

Company type

Public

Founded year

1975

Operating status

Operating

Short description

Daekyo Holdings is a publicly listed South Korean education conglomerate operating the Noonnoppi self-directed learning brand through 500 learning centers, 12,000 teachers, home-visit tutoring, and AI-enabled edutech, serving K-12 students and families across Korea.

Ownership category

akta.pro rank

Headquarters

HQ city

Doksansadong

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Education Services: Core education business providing Noonnoppi workbooks, home-visit learning programs, and learning center operations. Revenue from 500 learning centers and 12,000 teachers serving students from preschool through university level.
2. Publishing: Educational content publishing including workbooks, textbooks, children's books through KidsSchole, and the Noonnoppi Creative Reading program. Products sold through learning centers and retail channels.
3. Senior Care Services: Daekyo Newif provides day care, visiting care, caregiver training, and cognitive/physical/emotional enhancement services for seniors through the long-term care insurance system.
4. Leisure and Hospitality: Daekyo D&S operates premium golf clubs, food and beverage services, and healing leisure development. Crystal Wine Group imports and distributes Burgundy and Champagne wines.
5. Environment and Bio: Gangwon Deep Sea Water researches, develops, manufactures, and sells products using marine deep sea water from 200M depth, including thalasso therapy facilities.
6. IT Services: Daekyo CNS provides ICT strategy development, information system development/construction/operation, smart education, security, digital signage, CRM, and distribution IT services.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Daekyo Holdings operates the Noonnoppi self-directed learning platform for children, delivering education through 500 nationwide learning centers, weekly home-visit tutoring programs, workbooks, and digital learning tools. The group also operates ancillary businesses including AI-powered educational technology (Macadamia All-in-One), senior care, pet care, golf/leisure, deep sea water products, and IT services.

Product overview

Daekyo Holdings operates as a diversified education and lifestyle conglomerate with multiple business segments. The core education business centers on the Noonnoppi (눈높이) brand for self-directed learning, supported by subsidiaries including Daekyo (education services), Daekyo Educamp (childcare), Definition (AI-powered edutech with Macadamia All-in-One), Kidsschole (children's publishing), and Eduvation (academy service platforms). The group also operates senior care (Daekyo Newif), pet care (Howlpot), leisure (Daekyo D&S), deep sea water products (Gangwon Deep Sea Water), IT services (Daekyo CNS), and futsal platforms (Mimudi), alongside CSR foundations including Daekyo Culture Foundation and World Youth and Culture Foundation.

Differentiator

Problem solved

Functional benefit

Brands

• Noonnoppi (눈높이): Primary education brand offering study materials, home-visiting learning programs, and comprehensive educational services for children
• Toonitooni (트니트니)
• Creyola (크레욜라)
• Howlpot (하울팟)
• Mimedi (미머디)
• Crystal Wine Group (크리스탈와인)

Products and services

• Noonnoppi Education Program (눈높이) Flagship self-directed learning brand offering study materials, weekly home-visit learning programs, and tutoring services for children from preschool through university; recognized as top K-BPI brand for 12+ consecutive years.
• Noonnoppi Learning Centers 500 nationwide learning centers with 12,000 teachers providing in-person educational support including study rooms and tutoring for students.
• Daekyo Educamp (대교에듀캠프) Childcare education company providing specialized programs for preschools and after-school care, including the ToniToni infant physical education program and commissioned education services.
• Smarty Ants 3D English Learning 3D content-based experiential online English learning program with complete phonics reinforcement, featuring 69 learning units, 55 guide animations, and 300+ songs.
• Noonnoppi Artimom (눈높이 아띠몸) Art education program enabling mother-child joint art activities without teacher, covering drawing, sculpting, and technique education for infants over 37 months.
• Macadamia All-in-One (Definition) AI-driven elementary digital learning platform providing personalized learning paths for each student, operated by Definition (디피니션) edutech subsidiary.
• Kidsschole (키즈스콜레) Children's book publisher developing original and collaborative book collections for infants through elementary students, supporting developmental growth through reading.
• Daekyo Newif (대교뉴이프) Senior care services company offering day care, visiting nursing care, caregiver training, and cognitive/physical/emotional enhancement programs for seniors through long-term care insurance.
• Howlpot (하울팟) Premium pet care service brand offering dog kindergarten, day care, grooming, and hotel services, with professional training and pet owner education programs.
• Daekyo D&S (대교D&S) Premium golf club management and leisure services company, offering food and beverage business, and healing/leisure development as a green business leader.
• Crystal Wine Group (크리스탈와인) Bourgogne and Champagne wine import specialist operating Les Clefs de Crystal wine shops and wine bars, positioned as a cultural communicator.
• Gangwon Deep Sea Water (강원심층수) Deep sea water research, development, and product sales company utilizing 200M+ depth ocean water for health products and thalasso therapy business.
• Daekyo CNS (대교CNS) ICT strategy and IT services company providing system integration, development, operation, smart education, security, digital signage, CRM, and distribution solutions.

Quantifiable outcome

• K-BPI top brand in study book category for 12 consecutive years (1999-2010)
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor, core and flagship.

• Daewon MediaminorStrategic or Co-development Partner · 13 July 2026Joint hosting of 'Studio Ghibli Exhibition in Jeju'. Collaborative cultural event celebrating animation and art education.
• HanDreamNetcoreStrategic or Co-development Partner · 9 July 2026Daekyo CNS acquired HanDreamNet, a network security leading company, to strengthen AI and security capabilities. Strategic acquisition to advance cybersecurity and AI technology integration in education services.
• KAIST (Korea Advanced Institute of Science and Technology)coreStrategic or Co-development Partner · 7 July 2026Research collaboration with Professor Jeong Jae-seung's team at KAIST to verify AI personalized Korean language learning effectiveness. Scientific validation of Daekyo's customized education approach.
• SK TelecomcoreTechnology or Integration · 14 June 2011Strategic partnership to introduce smart mobile platform for Daekyo's customer service. SK Telecom provides Galaxy S2 devices and learning management platform to 12,000 Noonnoppi teachers and 500 learning centers nationwide. Daekyo became nation's first education service provider to establish smart office environment for all members.
• Seoul CitycoreGTM or Marketing Partner · 7 March 2011Agreement for Korean language home-visit study program for foreign families. Daekyo provides Korean language home visit service and study books to foreign children and mothers in Seoul. Includes 1:1 customized visit service and special lectures on Korean culture.
• Gyeongsangbuk-docoreGTM or Marketing Partner · 21 April 2010Agreement to support Hangul education for multicultural families in Gyeongsangbuk-do. Province eases childcare costs and improves Hangul skills; Daekyo provides high-quality education services based on 34 years of know-how. Targets children 3-5 years old from multicultural families.
• Goyang-siflagshipStrategic or Co-development Partner · 19 April 2010Home team agreement for Daekyo Kangaroos Women's Soccer Team for 5 years until 2014. Team renamed 'Goyang Daekyo Noonnoppi Women's Soccer Team'. Goyang-si provides KRW 500 million annually (KRW 2.5 billion total). Daekyo builds children's soccer team and provides naming rights.
• Korea National Tourism Organization (KNTO)minorGTM or Marketing Partner · 12 June 2009Service agreement to build domestic network for activating exchanges with Chinese juveniles. KNTO acquired human exchange resources through Daekyo's 60,000 Caihong Chinese language members from 34 Education Bureaus nationwide.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• TAL Education Group: China-headquartered K-12 education services and EdTech company with tutoring, learning technology, and content offerings; comparable as a large established Asian education incumbent, though it primarily serves Chinese students.
• Benesse Holdings: Japanese education and publishing conglomerate offering educational services, learning platforms, and school services across Asia; comparable as a broader education industry incumbent in the East Asian market with similar conglomerate structure.
• New Oriental Education: China-headquartered education services company offering K-12 tutoring, online learning platforms, and educational content; comparable as a broad Asian education industry incumbent with overlapping K-12 and lifelong-learning categories.

Direct peers

• YBM: Korean educational publisher and language services company operating across textbooks, workbooks, and English education; competes with Daekyo across publishing, language learning, and educational content distribution.
• Eduwill: Korean online and offline education company providing academic enrichment, test prep, and learning content for K-12; competes with Daekyo in the supplemental education market with a comparable blended online-offline offering.
• Chungdahm Learning: Major Korean K-12 English education provider operating branded learning centers across Korea; directly competes with Daekyo's English learning programs (e.g., Smarty Ants) and shares the center-based premium education go-to-market motion.
• MegaStudy: Korea's largest private education company offering online and offline K-12 test prep, learning platforms, and instructor networks; directly competes with Daekyo's Noonnoppi in the same Korean K-12 market with overlapping content, online, and offline center strategies.
• Woongjin ThinkBig: Korean educational services and publishing group offering workbooks, learning materials, digital education, and home-visit programs; competes with Daekyo across primary/secondary education publishing and content distribution.
• Hansol Education: Korean education services and publishing arm of Hansol Group (parent of ETOOS); competes with Daekyo in K-12 educational content, online learning platforms, and supplemental education services.
• Kyowon: Korea's leading workbook publisher and home-visit learning provider best known for the 'Red Workbook' series; the closest direct competitor to Daekyo Noonnoppi with a near-identical content + home-visit education business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Daekyo Holdings