Increases in mental health problems within Japan's school population have led the Japanese government to initiate school counselling services. However, the development of counselling services is hindered by the lack of public appreciation for the magnitude of mental health problems and the lack of clarity regarding the economic benefits of such counselling services. The aim of this study was to evaluate perceptions of the economic value of school counselling services. An internet-based questionnaire survey using a contingent valuation method was conducted (n = 600). Data on age, sex, marital status, family structure, job, annual household income, present/lifetime experience in using counselling services, and familiarity with school counselling services were compiled. Main outcome measure was willingness to pay for school counselling services. Study participants indicated a median willingness to pay JPY 1,332 (USD 13.32) per year for counselling services. The logistic regression analysis showed that the present use of counselling services and having children were significantly associated with WTP, while the other measured variables were not. The present study clarifies the public perception of the monetary value of school counselling services, and thus provides useful information to policymakers and taxpayers.