AMAKids is an after-school children's education brand built around so-called mental arithmetic — a method that teaches children, roughly from preschool age through teens, to calculate rapidly in their heads by visualising the beads of a Japanese soroban abacus. The method is marketed as training both brain hemispheres along with memory, concentration and visualisation. Around this flagship the brand assembles a whole curriculum suite (English and a Neuro English Club, speed-reading and the Memorika memory program, the multiplication table, school-readiness), so a single centre can serve a family for years across multiple subjects.