Message from Management

life.love. Lion—Creating a Bright Future for Each Individual

Itsuo Hama. Representative Director, President, Chief Executive Officer

Itsuo Hama
Representative Director, President Executive Officer

Since its founding, Lion has worked under the Company motto “Fulfilling a Spirit of Love” in the business domains of “Health,” “Comfort,” and “Environment” to provide quality products and services useful in daily life.

In 2011, Lion marked the 120th anniversary of its founding with the establishment of Vision2020, its management vision aimed at becoming “a company that creates value for lifestyle and spiritual fulfillment,” “an environmentally advanced company,” and “a company that continues to take on challenges, create and learn.” Beginning in 2012, Lion began advancing four strategies under this vision: (1) qualitative growth of domestic businesses; (2) quantitative expansion of overseas businesses; (3) development of new business value; and (4) enhancement of organizational learning capabilities. Since 2015, we have been carrying out the V-2 Plan, our three-year medium-term management plan.

Looking at each of the four strategies, in terms of qualitative growth of domestic businesses, we are expanding our high-value-added, market-creating products, driving the growth of the market of as a whole. In quantitative expansion of overseas businesses, we are working to achieve business and profit expansion in growing Asian markets by promoting the penetration of SYSTEMA, KireiKirei, and other global brands. Through these efforts, we aim to help people across Asia form habits that promote healthy, comfortable living. In development of new business value, we are working to expand businesses that help improve customers’ quality of life by reinforcing the direct-to-consumer sales products business—now in its 10th year—and through initiatives in oral health care. In enhancement of organizational learning capabilities, we are boldly taking on new challenges in and outside Japan as we accelerate efforts to utilize diverse human resources and develop corporate organizations and people that naturally grow and learn.

Furthermore, we are passionately engaged in CSR activities, including working to help realize a society with a sound material cycle and to promote environmental preservation. We also provide useful information related to daily living for our customers through Lidea, our Japanese-language website for lifestyle information.

At Lion, we aim to be better than any other company at understanding our customers and, by providing products and services, contribute every day to the creation of a bright future for each individual.