Lion's tooth brushing powder came with charity coupons, helping to spread the idea of philanthropy throughout Japan

Lion Toothpowder was the starting point of Lion's social contribution activities. Charity coupons printed on the packets were sent by customers to orphanages or other charitable institutions. The coupons were then exchanged for monetary donations from Lion, the amount of which corresponded to the number of coupons collected. This initiative, launched in 1900, continued for 20 years.