The Heart of Lion's Sustainability

Lion focuses on Health, Comfort, and the Environment to support everyday living and promote happier, richer lives for all people.

Lion's Sustainability

Lion Founder Tomijiro Kobayashi (1852-1910)

Lion Founder
Tomijiro Kobayashi

Lion's ideal vision can be traced to our founder Tomijiro Kobayashi's spirit of "working for the benefit of people and society." This ideal, to contribute to society through business activities," has inspired our drive to promote happier, richer lives for all people. Today, the spirit of the ideal is expressed in our Company Motto, Management Philosophy and the Lion Group Charter for Corporate Behavior.

Company Motto

Lion Corporation positions “Fulfilling a Spirit of Love” as fundamental to its management, and thus contributes to the enrichment of the happiness and lives of people.

Lion Corporation positions “Fulfilling a Spirit of Love” as fundamental to its management, and thus contributes to the enrichment of the happiness and lives of people.

Management Philosophy

  1. 1. We bring together the power of our personnel, the power of our technology and the power of our marketing as we provide superior products that are helpful in the daily lives of people.
  2. 2. We respect the "Spirit of Tenacity and Creativity" that we have maintained since our founding as we continue developing our business.
  3. 3. We deeply appreciate all those who extend their valuable support to us as we prosper together through sincerity and mutual trust.

Toothpaste Sold with Charity Coupons

Toothpaste Sold with Charity Coupons

Lion sold toothpaste with charity coupons to contribute to the good of society. An advertisement for this initiative read "We must live not only for ourselves, but maintain a spirit of generosity and kindness toward those less fortunate."

Charity Coupon

Charity Coupon

Charity Coupon printed on the back of a packet of Lion's very first toothpowder, Lion Hamigaki.

Kobayashi Night School

Kobayashi Night School

A school where employees could receive general education and learn to sew. Tomijiro Kobayashi regarded employees as important partners and was attentive to their education even in matters not directly related to work.

Lion's Basic Approach to Sustainability

The Lion Group Charter for Corporate Behavior and Behavioral Guidelines were established to help realize Lion's Company Motto and Management Philosophy. By acting in line with the charter and guidelines and by implementing Sustainability-related activities, each and every employee contributes to the creation of sustainable living that is clean, healthy and comfortable.

Lion Group Charter for Corporate Behavior

We, the Lion Group, shall, in addition to being an economic entity designated to pursue profits through fair competition, act as a social entity that contributes to society at large. We shall respect human rights and conduct ourselves with initiative in a socially responsible manner toward the creation of a sustainable society, observing both the spirit as well as the letter of all applicable laws and international rules and not harming the public interest, both in Japan and abroad, in accordance with the following 10 principles.

  1. Principal Mission
  2. Compliance with Public Rules
  3. Disclosure
  4. Environmental Issues
  5. Improvement of Working Environments
  6. Contribution to Society
  7. Opposition to Antisocial Forces
  8. Contribution in Foreign Countries
  9. Practice of Corporate Ethics
  10. Resolution of Problems

Corporate Message

Lion has been a regular part of everyday life for more than 120 years. In that time, we have seen how ordinary days, one at a time, add up to a lifetime. Moreover, we have come to believe that each new day is the first step into a bright future, and that living every day positively and to the fullest is the essence of happiness. That is why we have made it our mission at Lion to contribute to ordinary life, every day, and reflected this commitment in our corporate slogan.

Links marked with lead to areas of the website outside the Sustainability section.