The photochemical properties of a series of newly synthesized dendrimers, 4-6, having a 2-(2'-hydroxyphenyl)benzoxazole (HBO) core, were studied in benzene. The fluorescence quantum yields (Phi(f)) were determined to be 0.022, 0.030, and 0.038 for 4, 5, and 6, respectively, increasing in higher generation dendrimers. With transient absorption spectroscopy, the quantum yields of the isomerization from the (E)-keto form (K-1(E)*) to the (Z)-keto form ((1)Kz) (Phi(E)->(Z)) and those of intersystem crossing (Phi(isc)) can be estimated. Whereas Phi(E -> Z) values decreased in higher generation dendrimers, Phi(isc) values were almost the same among 4-6. The quantum yields of nonradiative decay (Phi(nr)) increased in higher generation dendrimers. The dendrimer structure also affected the reverse tautomerization process.