Adult Study Aid ‘MyLight’ Sees 2.8x Increase in Sales in First Half of 2021

• Sales increased 180% year-over-year, surpassing 20,000 users just three years after launch
• Popular among students and office workers, with growing interest from people in their 40s and 50s

August 17, 2021 – Day1 Company’s subsidiary Lemonade CIC (CEO Tina Tsu) announced that its adult foreign language workbook brand, MyLight, reached ₩14 billion in sales in the first half of 2021. This represents a 2.8x (180%) increase compared to the same period last year.

MyLight, launched in 2018 by Lemonade CIC, which handles foreign language education at Day1 Company, has gained a lot of attention by offering a unique study method of “one book per week, 10 minutes per day.” The product has grown at a rate of 600% per year since its launch, with over 200,000 subscribers to date.

According to a survey conducted in the first half of this year with purchasers (n=3,875), the most common reason for using MyLight was “self-development,” followed by “hobby,” “travel,” and “academic purposes.” Most respondents were office workers or students with limited time, suggesting that the product’s light content and short study time met their self-development needs.

The age distribution of purchasers was also analyzed, revealing that 27.2% were aged 25-34, 21.5% were aged 45-54, 19.9% were aged 35-44, 15.5% were aged 18-24, and 11.5% were aged 55-64. While self-development is often associated with younger generations, the data suggests that people in their 40s and 50s are equally eager to learn languages for personal growth.

The most popular language among users was English, followed by Japanese, Spanish, and Chinese. Notably, 80% of respondents in the survey indicated that MyLight had helped improve their language skills, demonstrating the effectiveness of the product’s habit-forming structure, even with just 10 minutes of daily study.

Tina Tsu, CEO of Lemonade CIC, commented, “MyLight was designed to provide all generations with a fun, easy, and flexible way to study languages anytime, anywhere. Moving forward, Lemonade will continue to lead the way in foreign language education by offering personalized care services, apps, and the latest learning tools.”

In addition to MyLight, Lemonade also offers 1:1 conversation lessons, Korean and Chinese language courses for Japanese speakers, and a wide range of services. Recently, they launched a self-care workbook titled “My Own Mindfulness Counseling Room,” written by a professional therapist, expanding their product offerings even further.