Activities in Korea - Lion Corporation (Korea)

Oral Health Care

1 Lectures about Health Care for 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 tailored 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 3,800 local residents participated in 2018, for a total of 16,800 participants since 2012.

Lectures on health care for local residents

2 Running the Oral Care Consultation Room Jointly with Healthcare Centers

Aiming to increase local residents’ awareness of oral health and preventive dentistry, Lion Corporation Korea 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 12,210 people, including around 1,610 people in 2018, have taken part in the Oral Care Consultation Room.

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, Lion Corporation Korea (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 four 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. In 2018, the number of schools with the tooth brushing facilities was 11, and 7,520 students received education on tooth brushing through the facilities, bringing the cumulative total number of students served to approximately 21,520.

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 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. Started in Japan, the event is presently held in countries and regions across Asia.

Lion Corporation Korea (LCK) has held the Oral Health Event of Tooth Brushing for Children since 2009. In June and August of 2018, approximately 1,850 students participated in the event. In total, about 7,550 children have participated in this event through LCK.

Oral Health Event of Tooth Brushing for Children by LCK

LCK employees who participated in the event


1 Hygiene Care Activities in Cooperation with Five Libraries in Seoul

Libraries are facilities that children use often nearby their home. Lion Corporation Korea (LCK) has started a campaign called “Lion reading a book is Ai! Kekute* in cooperation with five children’s libraries in Seoul, namely, Seoul Children's Public Library, Dongjak Public Library, Nowon Library, Gangnam-gu Library, and Dobong Culture Information Library. This campaign is aimed to promote washing hands properly before and after reading books, as books often carry a great deal of bacteria that are invisible to the naked eye. LCK taught children that washing hands in this way is not only hygienic, but good for the environment, because handling books with clean hands helps them last longer, and that means fewer trees are needed to make paper for replacements.

Librarians used a tool called “Value BOX” ** to teach children the importance of washing hands before and after reading books, top spots where bacteria can easily get on hands in daily life, proper hand washing methods, and tips to keep your hands clean after washing. The children were given a Value BOX set: one Value BOX for use in the library, and another to be used at home. These boxes enable children to learn about hand washing through fun quizzes with the aim of establishing hand washing as a routine habit.

LCK ran this campaign on a pilot basis from December 2018 to February 2019, attracting some 1,000 parents and children. The “Lion reading a book is Ai! Kekute” campaign will be expanded in terms of target groups and communications channels to further promote public health and raise awareness about good hygiene habits.

Ai! Kekute is the Korean version of Lion’s KireiKirei brand. It means “Oh! Clean!” in Korean.
“Value BOX” is a leaflet that shows the proper ways to wash hands , the timing of hand washing and top spots where bacteria can easily get on hands in daily life. After using it to learn about hand washing, children can fold it to make a “Value BOX”.

“Lion reading a book is Ai! Kekute” Campaign

Two versions “Value BOX”

2 Educational Hygiene Program for Children in cooperation with Happy Alliance

Lion Corporation Korea (LCK) has signed a partnership agreement with Happy Alliance* in August 2017 to engage in social contribution activities and promote sustainable social contribution business model. LCK carried out a number of programs including oral hygiene education, for some 600 children attending a local community child center in Gyeonggi Province at a summer health camp hosted by Happy Alliance. The participating children were each also given an educational kits containing a Kids safe toothbrush and toothpaste (LCK’ s kids brand), as well as a booklet about cavity prevention contents, so that they would be able to practice proper tooth brushing after returning home from camp.

Moving forward LCK will continue its partnership with Happy Alliance to contribute to improving the quality of life of children.

Happy Alliance is a network of enterprises, institutions and individuals working to bring about change by standing at the forefront of addressing social issues based on sharing and cooperation. As of April 2019, 45 companies had joined up.

LCK oral hygiene education booth at the summer health camp

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, Lion Corporation Korea (LCK) has signed partnership agreements with 19 municipalities, expanding from Seoul, Seochon, Incheon and Namwon to include Pusan and Ulsan in 2018. 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 to 6,117 households along with Ai! Kekute hand soap.

4 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. Lion Corporation Korea (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 2018, LCK offered support to 700 households, and it will continue to support this project with the aim of realizing healthy living for everyone.

5 Ai! Kekute Hand Washing Class at Kindergartens

To teach children ways to protect their own health, Lion Corporation Korea (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

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

In partnership with HomePlus, a retail store in South Korea, Lion Corporation Korea (LCK) promoted activities for customers that enhance healthy habits for infectious disease prevention.

LCK conducted hand washing and gargling classes for children and their parents at the HomePlus Cultural Center. The classes were 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.

Hand washing and gargling 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, Lion Corporation Korea (LCK) has been supporting this project since 2017. LCK has developed its own forest with the name of Ai! Kekute, where employee volunteers have 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 by 75 employees and their families three times in 2018. LCK plans to do it two or three times in 2019.

Finding places to replant the trees


Ai! Kekute Forest” replanting with employees' families