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In cooperation with Seodaemun-gu Health Center and the Department of Preventive Dentistry and Public Oral Health at Yonsei University College of Dentistry, Lion Corporation (Korea) (“LCK”) has set up tooth brushing facilities that provide dental checkups and instruction on proper oral care at educational institutions, where education on tooth brushing has been provided since 2014.
LCK has set up tooth brushing facilities targeted toward elementary school students from first to sixth grades within Seoul’s Seodaemun District. At these facilities, dentists and dental hygienists provide ongoing oral care education and monitoring. Dental examinations are conducted twice a year for four years with follow-ups as needed. In order to ensure the children develop proper oral care habits, dental hygienists visit nursery schools, elementary schools and welfare facilities to educate them on such habits as brushing their teeth after meals as well as on correct preventive dentistry.
In 2024, 12 elementary schools participated with approximately 9,686 students receiving instruction on oral care, bringing the cumulative total number of students served to 80,695.
The Lion Group places emphasis on fostering children’s awareness of dental and oral health in order to help them stay healthy for a lifetime. Aiming to teach correct oral care to elementary school students, the Lion Group has held the Oral Health Event of Tooth Brushing for Children since 1932. Currently, the event is held annually in Asia.
LCK has held the Oral Health Event of Tooth Brushing for Children since 2009. In May 2024, a total of 80 students— fourth grade students from a Japanese school in Seoul and fourth to sixth grade students from a Japanese school in Busan—participated in the event. In total, 8,368 children have participated in this event since 2009.
From 2022 and into 2023, LCK ran a campaign offering two-packs of KODOMO Reliable Jelly Toothbrushes to first-time customers of baby food for children aged 0 to 2. These customers also receive coupons they can use for future purchases of these toothbrushes. For families starting weaning, children learning to brush their teeth on their own with parents supervising and finishing up the job are very important habits to form. With the aim of establishing the habit of tooth brushing from an early age, in 2023, 3,500 people per month-for a total of 42,000 people participated in this activity.
In 2023, LCK partnered with Playtime, South Korea’s No. 1 local kids cafe, to provide 9,200 children aged 3 to 7 who visited Playtime facilities with a KODOMO Toothbrush. This activity was aimed at reducing children’s reluctance toward tooth brushing and informing them about the importance of oral care. A KODOMO Toothbrush commercial also played inside Playtime to increase brand recognition.
LCK held the My Bottle Challenge in support of Global Handwashing Day from August 1 to 30, 2024. Those who purchased Ai! Kekute* either on Lion Korea Mall or NAVER.com were sent My Bottle Stickers. Lion Korea Mall then uploaded the stickers created by participating children to their official Instagram page. The families who provided the pictures were invited to join in the My Bottle Challenge, NAVER’s live commerce event, where a contest was held to select the best entries based on criteria like affinity with the Ai! Kekute brand, whether it inspired a desire to wash one’s hands, and artistry. Approximately 211 children enjoyed learning about hand washing.
*Ai! Kekute (literally, Oh! Clean!) is a hand soap brand marketed by LCK.
Since 2013, LCK, together with the Ministry of Unification, has offered support for childbearing families in all 56 municipalities across South Korea by providing Ai! Kekute Birth Gift Sets free of charge through the renewal of its social contribution activity, the Yochiyochi Campaign. From 2024, LCK will offer a hygiene product set, which includes Ai! Kekute hand soap and Systema toothpaste and toothbrushes, to pregnant women for whom proper hygiene is especially important due to the strain pregnancy puts on immunity. The product packaging design was created in collaboration with Arip & Werip, a social enterprise that contributes to job creation for low-income elderly people, adding value to the product. In November 2023, LCK signed a partnership agreement with the City of Seoul and the Community Chest of Korea, to donate hygiene products for expectant mothers.
Beginning in 2024, the program provided Yochi Yochi hygiene kits to 40,000 registered pregnant women at 25 public health centers in Seoul.
Through this activity, LCK will contribute to the creation of cleanliness and good hygiene habits for 40,000 expectant mothers per year.
“Let’s Go! Super Healthy Hero” is an online hygiene education project held in July 2024 for first and second grade elementary school students who are transitioning from baby teeth to permanent teeth. LCK, Good Neighbors Incheon Headquarter and Seed Co-op (a social cooperative for youth education) collaborated to provide online educational video content and a 30-day Challenge Mission. The campaign website and all educational videos are available in six languages: Korean, English, Japanese, Chinese, Vietnamese and Russian. This campaign has gained official approval and support from the Incheon Ministry of Education. Through this activity, about 900 first and second grade students at elementary schools in Incheon learned proper tooth brushing and hand washing hygiene habits.
LCK is carrying out a large-scale promotional campaign for Ai! Kekute Premium Moisture in movie theaters operated by CGV, South Korea’s largest movie theater chain. The campaign features posters and video advertisements in cinema lobbies across the country. Furthermore, theater restrooms are set up with posters, Ai! Kekute products and stickers that provide proper hand washing instructions. In 2024, the theaters saw 56 million visitors.
Health problems arising from poor living environments (such as sick building syndrome and issues caused by house dust) among the elderly and other socially vulnerable people have become a social issue in South Korea. The Korean Government has launched a support project (via the Korea Environmental Industry & Technology Institute affiliated with the Ministry of Environment) to tackle this issue in cooperation with companies, hospitals and municipalities.
LCK has been a supporting member of this project since 2015, distributing daily care products such as dishwashing detergents, laundry detergents and oral care products in areas with significant vulnerable populations.
In 2024, LCK offered support to 1,500 households, and it will continue to support this project with the aim of realizing healthy living environments for everyone.
LCK releases Ai! Kekute limited edition products every year. Through the Miral Welfare Foundation and Goodwill,* people with disabilities are involved throughout the processes of product design, packaging, sales and handling donations related to these products. Proceeds of the donated Ai! Kekute Limited Edition to the Miral Welfare Foundation are used to create jobs for employees at Goodwill and BridgeOn Arte, an organization under the Miral Welfare Foundation that supports artists with developmental disabilities. This initiative is aimed at contributing to the employment and income growth of people with disabilities.
In April 2023, the limited-edition products (Season 4) were launched, and the initiative contributed to the creation of employment for 30 people with disabilities.
* Goodwill is a non-profit organization that provides job training and employment services for people who are socially disadvantaged in their search for work, such as people with disabilities and homeless individuals.
LCK has established a relationship with the Korea Disease Control and Prevention Agency,* an agency under the Korean Ministry of Health and Welfare that was established to protect the health of the public.
In cooperation with the Korea Disease Control and Prevention Agency’s hand washing campaign and in celebration of Global Handwashing Day on October 15, LCK’s marketing office adhered campaign stickers to five long-selling Ai! Kekute products, which sold approximately 150,000 units between November 2022 and March 2023 through all distribution channels.
* The COVID-19 pandemic demonstrated the need to strengthen the government’s disease control capabilities. Therefore, in 2020, the Korea Centers for Disease Control and Prevention were raised to agency status as the Korea Disease Control and Prevention Agency.
LCK signed a partnership agreement with Happy Alliance in August 2017 to engage in social contribution activities and promote a sustainable social contribution business model.
In March 2023, LCK provided Happy Boxes to 1,400 children suffering from food insecurity or living in economic conditions that present hygiene difficulties. These Happy Boxes contain Kids safe toothbrushes and toothpaste marketed by LCK and leaflets about cavity prevention, enabling children to practice proper brushing at home.
Moving forward, LCK will continue its partnership with Happy Alliance to contribute to improving children’s quality of life.
* Happy Alliance is a network of enterprises, institutions and individuals that, based on sharing and cooperation, are working to bring about change by proactively addressing social issues.
LCK’s Ai! Kekute brand of hand soap is sold with containers made of 50% recycled plastic with an eye to reducing environmental impact. From 2024, NAVER, an online platform, offers eco-bags as a Global Warming Potential countermeasure to those who display and purchase products during Green Shopping Week, one of South Korea's largest eco-friendly promotional events. With the inclusion of refillable Ai! Kekute 4.5L products in its online catalog, LCK aims to reduce the amount of plastic used by encouraging greater consumer awareness of such environmental issues as the climate crisis and the need for the proactive use of environmentally friendly products. LCK will contribute to the fight against climate change by shifting the awareness and behavior of consumers through environmentally friendly products.
In April 2024, LCK participated in an environmental cleanup in the Seunggi Stream area hosted by Incheon Metropolitan City Government.
This project involves picking up trash and removing invasive plants from in and around the Incheon Seunggi Stream in order to improve water quality and restore the local water ecosystem and thereby helping to improve nearby residents’ quality of life. 10 LCK employees participated in the activity conducted in collaboration with the Incheon Metropolitan City Government, the Crime Prevention Policy Bureau of the Ministry of Justice, the Incheon Naval Sector Defense Command, Incheon Transit Corporation, the Environmental Corporation of Incheon, CJ CheilJedang and the Incheon Metropolitan City River Revitalization Preparation Group.
LCK is committed to the theme of “One Company, One River, One Company, One Road Building Campaign and Urban Development” and will continue to regularly participate in the West Sea Coastal Cleanup activities.
To fulfill its corporate social responsibility, LCK, as a hygiene product manufacturer, actively engages in such social contribution activities as in-kind donations of the hygiene products it handles.
| Date | November 2024; Physical Disability Day |
|---|---|
| Outside collaborators | GIVING Plus Foundation |
| Donation | Donation of three portable warming devices per family to 222 families |
| Details | GIVING Plus stores sell goods donated by companies and use all proceeds to employ and support the socially vulnerable. For store patrons with mild physical disabilities LCK provides Ongam Therapy, portable warming devices, while for those with severe physical disabilities and those with mobility impairments it provides daily household product kits, thereby helping 222 socially vulnerable households to stay warm in the winter. |
| Period | December 2024 |
|---|---|
| Outside collaborators | Good Neighbors Incheon Regional Headquarters |
| Donation | Ai! Kekute hand soap, BEAT laundry detergent and Ongam Therapy, three types of portable warming devices. |
| Details | In celebration of its 20th anniversary, LCK contributed 20 million KRW worth of daily household goods to the Good Neighbors Incheon Regional Headquarters to support the development of proper hygiene habits and warm winter living for approximately 700 socially vulnerable children and youths using the Regional Welfare Center. LCK aims to promote a culture of sharing in the Incheon area, where the company's factory is located. |
| Period | Ongoing since 2022 |
|---|---|
| Outside collaborators | Regular Consultative Committee for Household Goods Business Operators (LCK, LG Household & Health Care, AK, P&G Korea, Henkel Korea), Korea Consumer Agency, Korea Blind Union and the Community Chest of Korea |
| Donation | Produced Braille tags for product identification and LCK's household products (BEAT laundry detergent and Chamgreen dishwashing detergent) with Braille Labels |
| Details | Donated 15 million KRW worth of products and cash, including three LCK household products featuring Braille labels, including BEAT liquid detergent and Chamgreen dishwashing detergent. Produced 8,170 sets of Braille tags for 6 types of household products, namely, dishwashing detergents, laundry detergents, fabric softeners, shampoos, conditioners, and body washes, and 16,000 sets of Braille stickers for 2 types of cosmetics and other products to help promote the use of Braille tags for product identification. |
