Imports of English picture books for children have risen to meet demand among parents eager for their children to start learning English at an early age.
According to Tokyo customs authorities, imports of books in this category hit a record high 10,720,000 in 2001.
This figure has logged a consistent annual rise of 10 percent since 1998.
"Children's books that are suitable for English education began to sell well about two years ago, " remarked an official at Sanseido Co., the nation's top bookstore chain.
"We think it was because younger mothers were more interested in English education for their children." Nowadays, however, the trend has become more universal, encompassing men and women of all ages, the official said.
The imports surge has been particularly conspicuous since April, when a number of elementary schools started teaching English in "comprehensive studies" classes, according to sources in the book industry.