Creating Healthy Living HabitsActivities at Lion Corporation (Korea)

Some activities have been cancelled or postponed to prevent the spread of COVID-19. The Lion Group is revising its activities, including the use of online technologies, as it continues working to create healthy living habits.

Oral Health Care

1 Oral Care Product Promotion in Collaboration with Baby Food Companies

From 2022 and into 2023, Lion Corporation (Korea) (“LCK”) has been running a campaign offering two-packs of KODOMO Reliable Jelly Toothbrushes to first-time customers of baby food for children aged 0 to 2. These customers also receive coupons they can use for future purchases of these toothbrushes. For families starting weaning, children learning to brush their teeth on their own with parents supervising and finishing up the job are very important habits to form. With the aim of establishing the habit of tooth brushing from an early age, LCK plans for 5,000 people per month-for a total of 60,000 people over the course of the promotion-to participate in this activity.

A promotional advertisement

2 Oral Care Education for Children at Playtime Kids Café

In 2022, LCK partnered with Playtime, South Korea’s No. 1 local kids cafe, to provide 13,000 children aged 3 to 7 who visited Playtime facilities with a KODOMO Toothbrush. This activity was aimed at reducing children’s reluctance toward tooth brushing and informing them about the importance of oral care. A KODOMO Toothbrush commercial also played inside Playtime to increase brand recognition.

The promotion development process

3 Oral Care Guidance at Nursery Schools, Elementary Schools and Welfare Facilities

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 set up tooth brushing facilities that provide dental checkups and instruction on proper oral care at educational institutions, where education on tooth brushing has been provided since 2014.

Since 2022, LCK has set up tooth brushing facilities targeted toward children aged 6 to 7 and first-year elementary school students within Seoul’s Seodaemun District. At these facilities, 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. In order to ensure the children develop proper oral care habits, dental hygienists visit nursery schools, elementary schools and welfare facilities to educate them on such habits as brushing their teeth after meals as well as on correct preventive dentistry.

In 2022, 62 nursery schools, 18 elementary schools and 14 welfare facilities participated with approximately 6,300 students receiving instruction on oral care, bringing the cumulative total number of students served to approximately 61,377.

An oral care lesson in progress
A participating group of students

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. Currently, the event is held annually in Asia.

LCK has held the Oral Health Event of Tooth Brushing for Children since 2009. In May 2022, 43 students - 3 fourth grade students from a Japanese school in Seoul and 40 fifth grade students from a Japanese school in Busan - participated in the event. In total, 8,203 children have participated in this event since 2009.

Oral Health Event of Tooth Brushing for Children (2019)
Children who participated in the event (2019)
LCK employees who participated in the event (2019)

5 Tooth Brushing Sets Given to Celebrate the Start of School

In April and May 2021, LCK provided sets of its Kids safe toothbrushes and toothpaste for 5,300 first-graders in elementary school with the aim of developing proper oral care habits to maintain their health. The sets were provided through Teacher Mall, a specialized online mall where teachers at registered schools purchase teaching supplies.

Kids safe toothbrushes and toothpaste
Kids safe promotional pop-up on the Teacher Mall website

6 Lectures about Health Care for Local Residents

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 healthcare 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 living habits to prevent infectious diseases.

In 2021, to prevent the spread of the COVID-19, lectures were held twice via Zoom, with approximately 250 people participating, bringing the total number of participants since 2012 to 19,150.

Lectures on health care for local residents (2020)

7 Running the Oral Care Consultation Room Jointly with a Public Health Center

Aiming to increase 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 learn to conduct self-checks of their dental and oral conditions and then receive individual professional examinations. Based on these, they receive personal guidance on self-care methods in accordance with their individual dental and oral needs.

A total of approximately 17,000 people, including around 1,790 people in 2019, have taken part in the Oral Care Consultation Room. In 2022, LCK paused this activity due to COVID-19.

Personal guidance on oral care methods based on individual dental and oral conditions


1 Collaborative Promotional Campaign with Challengers, a Health Management Mobile App Targeting Generation MZ

From September to October 2022, LCK conducted a hand washing awareness campaign coinciding with Global Handwashing Day on October 15, 2022, using the Challengers health management mobile app marketed toward Generation MZ.*1 During the campaign, 500 Challengers app users were given a mission to wash their hands correctly using LCK's Ai! Kekute*2 foaming hand soap and authenticate their efforts by uploading photos to Instagram to get the word out about creating healthy living habits. By promoting activities such as this, LCK will fulfill its duty as the number one hand soap company in Korea.

*1 Generation MZ is a combination of two generations: the “Millennials,” born from the mid-1980s to the early 1990s, and “Gen Z,” born between the late 1990s and 2010.

*2 Ai! Kekute (literally, Oh! Clean!) is a hand soap brand marketed by LCK.

Campaign ad

2 Supporting the Korea Disease Control and Prevention Agency’s Proper Handwashing Campaign

LCK has established a relationship with the Korea Disease Control and Prevention Agency,* an agency under the Korean Ministry of Health and Welfare that was established to protect the health of the public.

In cooperation with the Korea Disease Control and Prevention Agency’s hand washing campaign and in celebration of Global Handwashing Day on October 15, LCK's marketing office adhered campaign stickers to five long-selling Ai! Kekute products, which sold approximately 3.8 million units between November 2022 and March 2023 through all distribution channels.

*The COVID-19 pandemic demonstrated the need to strengthen the government's disease control capabilities. Therefore, in 2020, the Korea Centers for Disease Control and Prevention were raised to agency status as the Korea Disease Control and Prevention Agency.

Leaflet provided by Korea Disease Control and Provention Agency
Five Ai! Kekute products with campaign stickers

3 Ai! Kekute and CGV Launch Collaborative Promotional Campaign

LCK is carrying out a large-scale promotional campaign for Ai! Kekute Premium Moisture in movie theaters operated by CGV, South Korea’s largest movie theater chain.
The campaign features posters and video advertisements in cinema lobbies across the country. Furthermore, theater restrooms are set up with posters, Ai! Kekute products and stickers that provide proper hand washing instructions. In 2022, the theaters saw 50 million visitors.

Large-scale advertising in theaters (on screens and hanging banners, etc.)
Sticker posted in theater restrooms providing instructions for hand washing using Ai! Kekute Premium Moisture

4 Ai! Kekute and ChildFund Korea Launch Colorful Bathroom Campaign

In May 2020, LCK signed a basic agreement with the ChildFund Korea, the largest charitable foundation serving underprivileged children in Korea, to jointly pursue the following.

  • Improving the hygiene of hand washing environments in facilities used by children, such as local children’s community centers
  • Supporting children with disadvantaged hygiene environments by encouraging the use of hygiene products and establishing hand washing habits, which have become even more important with the COVID-19 pandemic
  • Providing hygiene education by employees

As part of this initiative, LCK has donated a portion of the sales of Ai! Kekute (100 million KRW) to the foundation. The donated funds will be used to cover the sanitation maintenance expenses for sinks and toilets in facilities used by children. The goal of the Colorful Bathroom Campaign is to improve the health of children and the local community as a whole by adding color to the sanitary environment by putting out Ai! Kekute and keeping sink areas clean at all times.

In 2022, the project visited and provided maintenance at a total of 13 local children’s community centers serving 500 children 4 to 16 years old in the Seoul area.

Ai! Kekute in bathrooms before and after remodeling
Collaborated with cartoonists to promote the campaign on Instagram

5 Ai! Kekute Limited Edition Products Created in Collaboration with People with Disabilities: Season 3 Project

LCK releases Ai! Kekute limited edition products every year. Through the Miral Welfare Foundation and Goodwill,* people with disabilities are involved throughout the processes of product design, packaging, sales and handling donations related to these products. Proceeds of the donated Ai! Kekute Limited Edition to the Miral Welfare Foundation are used to create jobs for employees at Goodwill and BridgeOn Arte, an organization under the Miral Welfare Foundation that supports artists with developmental disabilities. This initiative is aimed at contributing to the employment and income growth of people with disabilities.

Project aims
  • Create social and economic value through collaborative creation with people with disabilities
  • Overcome subconscious prejudice against disabilities and respect the diversity of each individual
  • Create a positive image of the brand and the company by showing that this campaign is unique to Ai! Kekute

In April 2022, the limited-edition products (Season 3) were launched, and the initiative contributed to the creation of employment for 45 people with disabilities.

* Goodwill is a non-profit organization that provides job training and employment services for people who are socially disadvantaged in their search for work, such as people with disabilities and homeless individuals.

An artist with a developmental disability participated in the package design
Ai! Kekute Season 3 limited edition
In-store sales promotion
at Goodwill store

6 Hygiene Care Activities in Cooperation with Municipalities

The declining birthrate is a social issue facing South Korea, and municipalities are promoting activities to counter it. Aiming to improve the birthrate, LCK has signed partnership agreements with municipalities and is implementing measures in cooperation with the government. To support the health of newborns, LCK provides a Hygiene Care Set to families who have recently filed birth certificates.

In 2022, LCK expanded this initiative, signing partnership agreements with 54 municipalities. 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 provided information on correct hand washing steps to 287,691 households, for a cumulative total of about 566,397 households, along with Ai! Kekute hand soap.

Partnership agreements with municipalities

7 Supporting Healthy Living Environments for Socially Vulnerable People

Health problems arising from poor living environments (such as sick building syndrome and issues caused by house dust) among 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 2022, LCK offered support to 1,750 households, and it will continue to support this project with the aim of realizing healthy living environments for everyone.

Partnership agreement
Donating products to the elderly

8 Promoting an Educational Hygiene Program for Children in Cooperation with Happy Alliance*

LCK signed a partnership agreement with Happy Alliance in August 2017 to engage in social contribution activities and promote a sustainable social contribution business model.

In December 2022, LCK provided Happy Boxes to 12,000 children suffering from food insecurity or living in economic conditions that present hygiene difficulties. These Happy Boxes contain Kids safe toothbrushes and toothpaste marketed by LCK and leaflets about cavity prevention, enabling children to practice proper brushing at home.

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

* Happy Alliance is a network of enterprises, institutions and individuals that, based on sharing and cooperation, are working to bring about change by proactively addressing social issues.

Happy Alliance signing ceremony
LCK employee volunteers with boxes of products that include LCK daily necessities for delivery to the socially vulnerable

9 Ai! Kekute Hand Washing Class for Children

To teach children ways to protect their health, LCK has conducted educational activities on hand washing using Ai! Kekute, a hand soap marketed by LCK. Childhood is the most critical period for establishing good hygiene care habits.

In 2016, LCK conducted Ai! Kekute hand washing classes for kindergarteners aged 4 to 6 in Seoul and nearby cities. These classes involved a bubbly foam-shaped mascot character and a facilitator that captured the children’s attention and encouraged active participation. In 2017, LCK carried out the event at 50 kindergartens, with 6,580 kindergarteners participating.

In 2019, through monthly volunteer programs, LCK taught children at two local community centers as well as four kindergartens attended by children of LCK employees how to wash their hands properly (target age group: 4 to 13 years old, for a total of 300 participants). Through hand washing songs and exercises, children learn that hand washing is not boring, but actually fun.

Ai! Kekute hand washing class

10 Hand Washing Educational Activities in Cooperation with Five Libraries in Seoul

Usually located near their homes, libraries are facilities children use often. Knowing this, LCK has implemented the “LION reading a book is Ai! Kekute” campaign 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 at promoting washing hands properly before and after reading books, which can carry a myriad of invisible bacteria. This practice is good not only for hygienic purposes; LCK’s campaign also points out that keeping books clean contributes to the global environment as clean books last longer and longer-lasting books require fewer trees to be chopped down to make paper.

Librarians use Value BOXes* to teach children the importance of washing hands before and after reading books. These boxes show the spots where bacteria tend to adhere in daily life, the proper way to wash the hands and tips for keeping hands clean after washing. Children are given Value BOX sets consisting of one box for educational purposes for use in the library and another for use at home with quiz contents about hand washing that make hand washing fun to help establish it as a habit.

LCK conducted this campaign from December 2018 to February 2019, and approximately 615 families participated in it.

* Each Value BOX leaflet shows the proper way to wash the hands, when to wash and the top spots where bacteria tend to adhere in daily life. After studying it to learn about hand washing, children can fold it into a Value BOX.

“LION reading a book is Ai! Kekute” campaign
Two versions of Value BOX

Environmental Conservation

1 Environmental Cleanup Activities in Incheon’s Seunggicheon Area

In 2022, LCK participated in an environmental cleanup in the Seunggi Stream area hosted by Incheon Metropolitan City Government. This event is a community cleanup activity held roughly two to three times a year. It was paused during the COVID-19 pandemic, but has since resumed with the pandemic’s easing.

This project involves picking up trash and removing invasive plants from around the Incheon Seunggi Stream to improve the water quality and restore the water ecosystem, contributing to the improvement of nearby residents’ quality of life. 20 LCK employees participated in the activity conducted in collaboration with the Incheon Metropolitan City Government, the Crime Prevention Policy Bureau of the Ministry of Justice, the Incheon Naval Sector Defense Command, Incheon Transit Corporation, the Environmental Corporation of Incheon, CJ CheilJedang and the Incheon Metropolitan City River Revitalization Preparation Group.

LCK is committed to the theme of “One Company, One River, One Company, One Road Building Campaign and Urban Development” and will continue to regularly participate in the West Sea Coastal Cleanup activities.

Cleanup activities in progress

2 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 have planted approximately 100 trees. As the young trees reach sufficient size and strength, LCK employees transplant them to the Haneul Park forest.

This activity was conducted by 86 employees and their families in 2019.

Finding places to transplant the trees
Tree transplanting
Ai! Kekute Forest” project participants, including members of employees’ families

Donation Activities

To fulfill its corporate social responsibility, LCK, as a hygiene product manufacturer, actively engaged in such social contribution activities as in-kind donations of hygiene products sold by the company.

Activity 1 November Braille Day commemoration activities

Period Ongoing since 2022
Outside collaborators Regular Consultative Committee for Household Goods Business Operators (LCK, LG Household & Health Care, AK, P&G Korea, Henkel Korea), Korea Consumer Agency, Korea Blind Union and the Community Chest of Korea
Donations Produced Braille tags for product identification
Details The Regular Council of Household Goods Suppliers produced Braille tags for product identification, and LCK participated in their distribution.
In some product categories, it can be difficult for visually impaired consumers to distinguish between products because the container shapes are the same or similar. To solve this problem, LCK has produced and distributed Braille tags that can be applied to a variety of products, contributing to the safety of the visually impaired.

Activity 2 CSR donation promotions for eye health

Period March and September 2022
Outside collaborators Miral Welfare Foundation Helen Keller Center and Korea Foundation for the Prevention of Blindness
Donations Assistance with eye surgery costs through organizations associated with eye health
Details LCK provided substantial support to fulfill the company’s corporate social responsibility and improve brand leadership by helping to pay for eye surgeries through eye health related organizations.
Support for cultural activity planning and outdoor activities to promote the emotional well-being of people with visual or auditory impairments.
Participants dig for clams

Activity 3 Ai! Kekute Limited Edition donation event

Period April 2022
Outside collaborators NAVER
Donations Donation of proceeds
Details Donation promotions with consumer-participation help reinforce positive perceptions of the company and restore trust in its products.
For every Ai! Kekute Limited Edition Season 3 set purchased via NAVER live-streaming, one set was donated to Goodwill.
In addition, the donation status was relayed in real-time to encourage more donations, with the proceeds going toward creating employment opportunities for people with disabilities.
An advertisement for the live streaming event

Donation activities related to the COVID-19 pandemic

Activity 1 Donation of hygiene products for blood donation

Period January 2021
Outside collaborators Korean Red Cross Blood Services
Donations 2,021 hygia sets
Details LCK created hygiene sets of three types of products marketed under its new hygiene brand, hygia, and provided them to blood donation event participants to encourage blood donation and help overcome the nationwide blood shortage caused by the third wave of COVID-19 infection.
Blood donation drive poster featuring three hygia products

Activity 2 Support for the skin care of healthcare workers wearing masks for long periods of time

Period September 2020–February 2021
Outside collaborators Korean Red Cross
Donations 3,500 ampoules of RAWQUEST
Details Donated ampoules of the new cosmetics brand RAWQUEST to medical personnel at hospitals designated for COVID-19 patients

Other Donation Activities

Activity 1 Donated proceeds from eco-certified product sales under the “Green Hi, Carbon Bye” campaign for World Environment Day 2021

Period May 2021
Outside collaborators Korea Environmental Industry & Technology Institute, Miral Welfare Foundation
Donations Proceeds from sales of Chamgreen

LCK participated in an eco-campaign as a certified Green Company in the run-up to World Environment Day.* As part of efforts to promote ethical consumption, LCK advertised eco-certified Chamgreen products, selling 3,150 units.

A 2% portion of the proceeds of these sales were donated to support environmental conservation. The remainder of the proceeds were donated to support job creation for people with disabilities.

Eco-certified Chamgreen products

* The United Nations designates June 5 every year as World Environment Day, a day for raising awareness of environmental conservation and conducting educational activities. World Environment Day was as established in 1972 at the Stockholm Conference on the Human Environment.

Activity 2 Emergency Aid: Donation of hygiene products to Afghan refugees

Period September 2021 (Part 1), November 2021 (Part 2)
Outside collaborators Korean Red Cross
Donations 10 million KRW
Details LCK donated hygiene products for Afghan refugees (approximately 400 individuals in 80 families) who entered the country on an emergency basis due to the crisis in Afghanistan.