Activities in Korea - Lion Corporation (Korea)

Oral Health Care

1 Lectures on Health Care to Local Residents

Since 2012, Lion Corporation Korea (LCK) has been contributing to the improvement of local residents’ health care by joining health care programs (promoted by local community organizations such as public health centers, cultural centers and school nurse associations) and conducting health care lectures. The content of each lecture is organized according to its target audience.

Specialists assigned by LCK give lectures on a wide range of health-related topics, such as correct oral care for infants and parents, oral health management, the relationship between oral health and systemic illness, and lifestyle habits to prevent infectious diseases.

Approximately 2,500 local residents participated in 2017, for a total of about 13,000 participants since 2012.

Lectures on health care for local residents

2 Running the Oral Care Consultation Room Jointly with Healthcare Centers

Aiming at increasing local residents’ awareness of oral health and preventive dentistry, LCK and Gwangjin-gu Public Health Center have jointly held the Oral Care Consultation Room every Tuesday since 2012. Participants conduct a self-check of their own oral conditions and then receive individual examinations. Then, personal guidance on self-care methods is given to them according to their individual dental and oral conditions. A total of approximately 10,600 people, including around 1,600 people in 2017, have taken part in the Oral Care Consultation Room.

Personal guidance on oral care methods according to individual dental and oral conditions

3 Guidance on Oral Care at Elementary Schools and Junior High Schools

In cooperation with Seodaemun-gu Health Center and the Department of Preventive Dentistry and Public Oral Health at Yonsei University College of Dentistry, LCK has provided education to elementary school and junior high school students since 2014. LCK has established tooth brushing facilities at elementary schools and junior high schools within Seoul’s Seodaemun district, at which dentists and dental hygienists provide ongoing oral care education and monitoring. Dental examinations are conducted twice a year for three years with follow-ups as needed (for students in the fourth to sixth year of elementary school and in the first to third year of junior high school). In order to ensure students develop proper oral care habits, dental hygienists visit schools once a month to educate them on such habits as brushing their teeth after meals as well as on correct preventive dentistry. As of 2017, the number of schools with the tooth brushing facilities is 12, and approximately 14,000 students in total have received education on tooth brushing through the facilities.

Conducting oral care lectures
for all grades

Establishing a habit of tooth brushing after meals

4 Holding the Oral Health Event of Tooth Brushing for Children

The Lion Group places emphasis on fostering children’s awareness of dental and oral health in order to help people 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. Started in Japan, the event is presently held in countries and regions across Asia. LCK has held the Oral Health Event of Tooth Brushing for Children since 2009. In 2017, approximately 160 students joined the event. In total, about 5,700 children have participated in this event.

Oral Health Event of Tooth Brushing for Children by LCK


1 Supporting the Healthy Living of Socially Vulnerable People

Health problems (such as sick building syndrome and issues caused by house dust)arising from the poor living environments of 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 2017, LCK offered support to 600 households, and will continue to support this project with the aim of realizing healthy living for everyone.

Partnership agreement

Donating products to elderly

2 “Ai! Kekute” Hand Washing Class at Kindergartens

To teach children ways to protect their own health, LCK has conducted educational activities on hand washing using Ai!Kekute, a hand soap that LCK sells in South Korea. (“Ai! Kekute” means “Oh! Clean!” in Korean.)

Childhood is the most critical period for establishing good hygiene care habits. LCK has conducted the “Ai! Kekute” hand washing class for kindergarteners ages 4 to 6 in Seoul and nearby cities since 2016. In the class, a bubbly foam-shaped mascot character and a facilitator capture the children’s attention and encourage active participation. Through hand washing songs and exercises, children learn that hand washing is not boring, but actually fun.

Hand washing check sheets and stickers are distributed to every participant after the class, with the aim of encouraging correct hand washing back at home. Each time a child washes his or her hands correctly, a sticker will be put on the sheet by a supervising adult. The sheets are then collected at the kindergarten for the teacher to check if hand washing habits have been established properly.

In 2017, LCK conducted the “Ai! Kekute” hand washing class at 50 kindergartens, and 6,580 kindergarteners participated.

Ai! Kekute hand washing class

3 Hygiene Care Activities in Cooperation with Municipalities

The declining birth rate is a social issue facing South Korea, and municipalities are promoting activities to counter this. In support, LCK signed partnership agreements with 13 municipalities, including Seoul, Seochon, Incheon and Namwon in 2017. To support healthy living for newborns, LCK provides a Hygiene Care Set to families who have recently filed a birth certificate. LCK plans to expand this initiative nationwide going forward.

In addition, LCK aims to reduce anxiety about rising health risks in South Korea stemming from environmental pollution, such as fine particulate matter (PM2.5), and provides information on correct hand washing steps along with Ai! Kekute hand soap.

Partnership agreement with Seochon

Partnership agreement with Seoul

4 Hand Washing and Gargling Class in Partnership with a Retail Store

Hand washing and gargling class

In partnership with HomePlus, a retail store in South Korea, LCK promotes activities for customers that enhance healthy habits for infectious disease prevention.

LCK conducts hand washing and gargling classes for children and their parents at the HomePlus Cultural Center. The classes are conducted during the summer and winter vacation periods, when outbreaks of infectious diseases such as influenza and norovirus most often occur.

In 2016, LCK conducted hand washing and gargling classes 25 times at the HomePlus Cultural Center, with 15 to 20 child-parent pairs joining each time. In total, about 1,000 people took part in the class.

Environmental Conservation

Supporting a Forest Development Project

A small island on the Han River, Nanjido became Seoul’s official landfill in the 1970s. Due to Seoul’s rapid urbanization and economic growth, Nanjido was eventually covered by enormous mountains of garbage. After the landfill site closed down around 1990, the government gave the issue serious consideration and planned the Landfill Recovery Project. The project aims to recover the site, transforming it into “ecological parks ”. One of these is Haneul Park, where citizen groups, companies and the government are working together to promote a forest development project aimed at restoring biodiversity. As an environmentally-friendly company, LCK has been supporting this project since 2017. LCK has developed its own forest with the name of Ai! Kekute, where employee volunteers planted approximately 100 trees. As the young trees reach sufficient size and strength, LCK employees replant them in the Haneul Park forest. This activity was conducted twice in 2017, and will be continued in the years to come.

Taking care of the trees


Group photo