Activities at Lion Daily Necessities Chemicals (Qingdao) Co., Ltd.

Some activities have been cancelled or postponed to prevent the spread of the novel coronavirus.
We plan to restart these activities when conditions improve and safety can be assured.

Oral Health Care

1 Supporting Maternity Classes

Since 2013, maternity classes have been held annually at about 200 obstetrics and gynecology clinics located in 15 cities in China. The maternity classes are conducted for soon-to-be mothers to support them as they prepare to give birth. The maternity classes include periodic lectures on oral care during pregnancy, as expectant mothers tend to be especially susceptible to oral health issues.
Lion Daily Necessities Chemicals (Qingdao) Co., Ltd. (“QDL”) supports these lectures by providing oral care products and information on correct oral care to the clinics.

Lecture at the Maternity Class

Oral care gift sets were provided to expectant mothers

2 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. Currently, the event is held annually in Asia.
QDL has held the Oral Health Event of Tooth Brushing for Children since 2017. In 2020, 30 students from a Japanese elementary school in Shenzhen participated in the event. An educational DVD and oral care sets (including an event booklet, toothbrush, toothpaste, dental floss and mirror) are sent to participating schools in advance. Using the distributed oral care sets, students learn the causes of cavities and how to properly use toothbrush and dental floss.

3 Raising the Oral Care Awareness of Expectant Mothers

In every district of Shanghai, expectant mothers who have reached the third month of pregnancy are required to register personal information regarding their pregnancy and birth plans at a community hygiene health care center in their town.
QDL cooperates with the Shanghai Institute of Planned Parenthood Research, a municipal government department, to promote the importance of oral care during pregnancy. Oral care gift sets that contain leaflets titled “Oral Care Directions for Soon-to-Be Mothers” and Systemai toothbrushes and toothpaste (both products sold by QDL) are distributed to expectant mothers who come to health care centers to register. The oral care gift sets have been provided to about 300,000 expectant mothers every year from 2014 to 2017.

Oral care gift sets given to expectant mothers (left)
Leaflet titled “Oral Care Directions for Soon-to-Be Mothers” (right)

Handing out the oral care gift set


1 Awareness-Raising Videos about Hand Washing in Taxis

Kirei Kirei brand hand soap is sold in a number of countries and regions, including China, by Lion Group companies.
From April to October 2020, amid the novel coronavirus (COVID-19) pandemic, QDL partnered with a taxi company in Shanghai to raise awareness about hand washing and hand sanitizing, using taxis as a way to reach a large number of people. When passengers boarded a taxi, screens mounted in the front seat backs played a video explaining correct hand washing techniques and promoting Kirei Kirei Hand Soap. The video not only provided information about the product, but communicated the importance of hand washing for preventing infection during a pandemic and correct hand washing techniques. This video ran in approximately 8,000 taxis, reaching around 70 million passengers. At the end of the video, the screens displayed a QR code linking to the major Chinese e-commerce site JD; by visiting this link, consumers were able to easily purchase Kirei Kirei products.

2 Raising Awareness of Health and Hand Washing at Hospitals in Shanghai

QDL has posted hand washing wall-posters featuring Kirei Kirei illustrations in hospitals to raise awareness of health and hand washing among children and their parents and promote healthy living since 2018. These posters depict correct hand washing practices.
In 2020, these posters were put up at a new hospital in Shanghai, and approximately 250,000 families had the chance to learn from them. Also, QDL provides Kirei Kirei samples so visitors can try using it and practice correct hand washing techniques.

Kirei Kirei illustrations to raise awareness of the connection between health and hand washing at hospitals

3 Hand Washing Activities at Kindergartens

In Shanghai, to prevent the spread of infectious diseases, children are encouraged to wash their hands before entering the kindergarten building. As a support measure, QDL has supported hand washing activities aimed at children ages three to six in kindergartens in Shanghai since 2016.
QDLprovides Kirei Kirei hand soaps (a product it sells) to kindergartens for children to use at hand washing sinks. Moreover, QDL supports the hand washing classes conducted in kindergartens. In the hand washing classes, children are taught the importance of hand washing by their teacher, and every child receives a Kirei Kirei Health Diary, which contains instructions on correct hand washing techniques and timing.
In 2020, QDL expanded this activity to Beijing, Guangzhou, Hangzhou, Nanjing, Shenzhen and Chengdu, allowing the company to distribute Kirei Kirei Health Diaries to approximately 84,000 children at 280 kindergartens.

Children washing their hands at kindergarten entrances upon arrival

Children carefully washing their hands, following the steps recommended by Kirei Kirei Hand Soap

4 Hand Washing Promotion for Children at Educational Institutions

QDL is promoting the importance of hand washing among children ages three and up at various educational institutions in Shanghai. With the hope of making hand washing fun for children, QDL provides Kirei Kirei hand soap (a product it sells) and posts the “Happy Hand Washing” slogan and stickers showing correct hand washing steps at hand washing sinks.
In 2020, QDL expanded this activity to Beijing, Guangzhou, Shenzhen, Hangzhou and Nanjing and conducted it in 345 educational institutions, teaching more than 345,000 children correct hand washing methods.

Kirei Kirei bottles are provided by each faucet, and posters featuring illustrations showing correct hand washing steps are put up where they can be easily seen from the sinks

5 Setting up the LION’s Wonderful House in Big Parks in Shanghai

In Shanghai, spring and autumn are the most popular seasons to spend time outdoors, and many people gather at parks. However, there are not many places at such venues for people to wash their hands before eating and drinking.
Since 2016, QDL has set up the Hand Washing House at key times of year in big parks in Shanghai. Users of the Hand Washing House are taught how to wash their hands correctly, and Kirei Kirei Health Diaries, containing instructions on correct hand washing techniques and timing, are distributed to all participants.
In 2019, the Hand Washing House was updated to become LION’s Wonderful House. This limited-time event aims to teach visitors about the merits of QDL’s products. In addition to conventional Kirei Kirei hand soap, the house has exhibition booths promoting such oral care products and brands as the KODOMO brand. Furthermore, to offer a more comprehensive look at house cleaning lifestyle options, QDL expanded the display area to include household products for fabric care and living care, such as TOP brand items. Staff encouraged visitors to try the product samples and explained the products’ key functions and features. If, after being given the chance to browse all the products, visitors chose to buy a QDL product through its website, they were given the chance to play the Interactive Gachapon Machine, which gives good odds on winning QDL products. These park events reached appropriately 70,000 park visitors.

LION’s Wonderful House in Big Parks

Interactive Gachapon Machine

Interactive Gachapon Machine
How to play:
1. Visitors throw the big coin into the hole of grenn box under.
2. Pink and blue capsule containing papers inside will fall from upper space automatically.
3. After opened the capsule, visitors can get a gift card, showing the name of QDL’s product.
4. With this card in hand, visitors can go to the lottery to get the appropriate gift on the spot.

Donation Activities

As the entire country confronted the COVID-19 pandemic, QDL, as a corporate citizen and hygiene product manufacturer, actively engaged in such corporate social responsibility activities as in-kind donations of hygiene products sold by the company.

Donation activities related to the COVID-19 pandemic

Activity 1 Donations of Kirei Kirei Hand Soap in areas with high rates of novel COVID-19 infection

Period April–October 2020
Outside collaborators Hospital and Medical Institutions in Wuhan and Shanghai
・Wuhan Jinyintan Hospital
・Hubei 672 Hospital of integrated traditional Chinese and Western Medicine
・Shanghai Jiading Maternal and Child Health Hospital
・Shanghai Jiading District Women’s Federation
Donations A total of 180 boxes of Kirei Kirei Hand Soap
Details The pandemic created supply shortages. QDL donated Kirei Kirei Hand Soap to a hospital in Wuhan and medical professionals at three medical institutions in Shanghai, areas that faced major COVID-19 outbreaks. This helped medical professionals keep their hands clean and maintain their health while treating patients.