For 25 years, pregnancy and parenting magazines Tamago Club and Hiyoko Club have served as a platform for new mothers, giving them a place to share their concerns and support one another. In a similar vein, some groups have launched services connecting new moms via email and social media as more parents, feeling as if they don't have anyone to turn to, rely on the internet to find information on child rearing.
Tamago Club (Egg Club) and Hiyoko Club (Chick Club) debuted in 1993 with the motto: “valuing ordinary citizens’ perspective.”
Kazuyuki Sakai, who once served as the two magazines' chief editor, recalls being blown away with a trick for changing diapers that was shared by a female reader in Chiba Prefecture.