Creating Healthy Living HabitsActivities at Southern Lion Sdn. Bhd.

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 Promoting the Lion Dental Health Program at Kindergartens and Primary Schools throughout Malaysia

The Lion Dental Health Program is a social contribution program established in 1998 by SL to promote good oral health habits in kindergartens and elementary schools throughout Malaysia. It is conducted throughout the year. The main objective of the program is to create awareness of the importance of maintaining good oral hygiene for better overall health. The program is targeted at children between the ages of 4 and 12 as SL believes that good oral hygiene must be cultivated from a young age.

The program was developed by the Lion Foundation for Dental Health (LDH), a public interest incorporated foundation established by Lion Corporation in Japan. SL has localized the program in terms of content and techniques to the local audience. Over the years, it has worked with government-run dental clinics and the Malaysian Dental Therapists’ Association (MDTA) throughout Malaysia, and SL believes this program is an effective way to teach the Malaysian public proper brushing techniques.

The program is conducted in a fun and interactive way to make it more interesting to children. It includes a storytelling session, slides, tooth brushing demonstrations, tips on good dental habits, a simple quiz and a special appearance by our mascot Mr. KODOMO Lion.

As a part of SL's commitment to creating awareness of good oral hygiene, every child involved in the program receives a goody bag containing a toothbrush, toothpaste and an educational leaflet with dental tips.

In 2020, the program was held only in January, before the arrival of the new coronavirus pandemic (hereinafter referred to as COVID-19), with 18,953 children participating. Total participants across Malaysia since the program started in 1998 number more than 1.12 million.

Tooth brushing demonstration and a simple quiz session
Students were given a goody bag containing a toothbrush,
toothpaste and an educational leaflet with dental tips
Students with the Mr. KODOMO Lion mascot

In addition, since 2020, SL has implemented a plan to welcome new students of Sek Keb Kangka Tebrau elementary school, which SL chose for their “Adopt a School Program”. This is one of the activities that SL did with them, “Back to School with KODOMO Lion”. This program offers both the LDH Program & Handwashing activity. When the students left the school, the Mr. KODOMO Lion mascot saw them off. In 2020, SL could not carry out the planned activities due to COVID-19, but SL is planning to extend the Program further to 2022 or 2023 depending on the pandemic situation.

An SL employee telling the participating children about the importance of tooth brushing
Happy children holding KODOMO logo balloons
Children greeting the Mr. KODOMO Lion Mascot character as they leave school after the program

2 Save Your Gums, Save Your Teeth Campaign

In coordination with the launch of Systema Advance Anti-Plaque Toothpaste in September 2018, SL launched the Systema Save Your Gums, Save Your Teeth campaign*1 to further its mission of raising awareness and educating the community on gum disease and good oral hygiene.

The campaign, organized with the Ministry of Health (MOH), the Malaysia Dental Therapists’ Association and dentistry specialists, entails the provision of information via the media and in-store promotions aimed at raising awareness of oral care and facilitating gum disease prevention. In addition, mobile dental clinics provided by the MOH and Universiti Teknologi MARA (UiTM) tour Malaysia to provide free gum checks for locals.

Systema has pledged 30,000 tubes of Systema Advance Anti Plaque Toothpaste to the community for distribution via the Malaysian Society of Periodontology. In 2019, SL conducted this campaign as “Systema Gumbatta*2 Campaign.”

*1The Save Your Gums, Save Your Teeth campaign carried out dental check-ups using a “dental bus” equipped with dental chairs that visited large retailers throughout the country in collaboration with the Ministry of Health Oral Health Program and UiTM.

*2“Gumbatta” is an original word that means we make an effort to keep gums healthy with Systema products.

SL members at the Systema booth
Dental bus equipped with dental chairs

3 Oral Health Day

As part of the company’s efforts to promote preventive dentistry*, SL has been conducting Oral Health Day once a year since 2018 to create awareness among internal staff of the importance of good oral hygiene and gum disease prevention. The event was canceled in 2020 and 2021 due to COVID-19.

In December 2019, the activity was held at SL’s headquarters in Johor Bahru in collaboration with the Oral Health Division of Ministry of Health (MOH) under KP Abdul Samad. Free dental check-ups were provided by MOH via a mobile clinic, and a dental exhibition was conducted at the cafeteria. Around 130 employees participated in the dental check-ups (up 30% compared to the previous year). In the afternoon, a dental health talk was held by a dentist for all employees, focusing on the signs, causes, treatment and prevention of gingivitis.

SL will continue this annual activity in an effort to increase awareness of good oral hygiene practices among all its staff.

* Lion Group companies overseas are collaborating with dental professionals and retailers on initiatives based on the concept of preventive dentistry. Working together with dental professionals, Lion strives to increase awareness and understanding of oral care by sharing information on good oral care and practical tooth brushing methods. In addition, Lion promotes good oral care habits by providing productsthat suit individuals' specific oral care needs through retailers and other markets.

Employees were given advice about proper tooth brushing methods
Dental check-ups by dentists
A dentist delivers a talk on gingivitis

4 Exhibition at the 10th Asian Conference of Oral Health Promotion for School Children (ACOHPSC) *

On September 20-21, 2019, the 10th Asian Conference of Oral Health Promotion for School Children (ACOHPSC) was held at The Wembley - a St Giles Hotel on Penang Island. The conference was organized by the Malaysian Association of Dental Public Health Specialists (MADPHS). This meeting is held every two years in an Asian country with the purpose of bringing together school dental health officials from across Asia in order to advance and improve the oral health of young children and students and to exchange information.

The conference took place over a two-day period, with the theme “Future Smile Begins Today” focusing on caries in children. SL participated as one of the conference exhibitors to increase awareness of its oral care brand of products for children, KODOMO Lion. About 1,000 dental professionals attended the conference.

* First held in Japan in 2001, the conference was hosted by Malaysia for the first time in 2019.
At this conference, leaders in dentistry from not only Asia but all over the world, including academics, researchers, representatives of the dental industry and dental professionals, come together, exchange opinions and ideas, and share their experiences regarding such topics as new strategies for the prevention of oral disease and for enhancing oral health service delivery, especially for schoolchildren. At the 2019 conference, there were lectures from world-renowned specialists as well as panels that included well-known individuals, and many scholars presented original research.

Lecture at ACOHPSC
KODOMO booth

5 Participation in the 4th Malaysian Dental Therapists’ Scientific Conference (MDTSC) 2019

The 4th Malaysian Dental Therapists’ Scientific Conference (MDTSC) 2019 was held April 5-7, 2019 at Berjaya Times Square in Kuala Lumpur. This event is held every two years and SL participates as one of its major sponsors with the aim of strengthening its relationship with the Malaysian Dental Therapists Association (MDTA) and to introduce the Systema brand. The conference is a good opportunity to increase awareness of the Lion Dental Health Program and increase collaboration with the MDTA, as it welcomes dental professionals from all over Malaysia. A total of 800 dental therapists from across Malaysia attended this conference.

SL members at the conference
A number of the dental professionals attended the conference


1 Promoting Good Hygiene for Children

From March to June 2022, SL is holding educational events in collaboration with Malaysia’s Ministry of Health and Bridges PR & Events Sdn Bhd in an elementary school in Klang Valley, Selangor, to teach children (aged 7 to 10) the proper steps of hand washing and foster voluntary hand washing habits using KireiKirei products. Approximately 600 children are expected to participate.

Learning about hand washing
Students customizing bottles of KireiKirei by drawing their own designs on sticker labels

2 Activities to Support the Health and Hygiene of Refugee Children

SL has been involved with health and hygiene awareness programs for refugee children since 2013. The activities have been conducted in cooperation with NGOs and the United Nations High Commissioner for Refugees (UNHCR) staff in Kuala Lumpur and Johor Bahru. The event was canceled in 2020 and 2021 due to COVID-19.

On October 23, 2019, SL conducted a program with a school in Kota Tinggi District, Johor, to raise awareness of cleanliness and hygiene among Rohingya refugee students protected under the UNHCR.

In addition to the programs, employees from SL celebrated children’s birthdays with them and shared happy moments. All the children were given goody bags with SL products for general personal hygiene. 90 students aged 7 to 16 were taught basic hygiene and personal care, including good oral health habits and proper handwashing. About 660 children have participated since the program began.

Demonstration of tooth brushing and hand washing
Learning proper hair washing
Kids receiving sponsorship items

Environmental Conservation Activities

1 SL Environment Day Activities

To raise awareness among SL staff of the importance of conserving the environment, SL has designated November 27 as its annual Environment Day. The event was canceled in 2021 due to COVID-19.

In 2020, SL conducted three initiatives aimed at increasing interest in and awareness of environmental issues. These included promoting the 3Rs (reduce, reuse, recycle) and providing the important experience of growing and eating healthy foods for oneself.

1. Collecting recyclable materials

Employees collected recyclable materials, such as books, paper, plastic and aluminum, from their homes.

2. Making soap from used cooking oil

Employees brought in their used cooking oil from home and got to reuse it to make soap.

3. Adopt-a-plant garden

Employees grew salad vegetables and herbs on plots of land.

400 SL employees participated in these activities.

Collecting recyclable materials
Working in the SL herb garden
Reusing used cooking oil to make hand-made soap

2 Johor Zoo Painting and Planting Activities

On January 11-12, 2020, SL conducted painting and planting activities at Johor Zoo in Johor, with the aim of beautifying part of the zoo, in cooperation with the Johor Zoo management. The space surrounding the lion enclosure has benches where people can sit and rest, but, unfortunately, they were moldy and no one was using them. As “lion” is part of our company name, SL cleaned and repainted the benches so that visitors would be able to use them and planted some flowers to beautify the area. Additionally, we painted the company’s lion character on a wall and beautified the area leading up to the lion enclosure. A total of 46 employees participated in these activities.

Painting and planting on and around the bench
Painting the wall in the Lion-chan character color
Tracing the Lion character
Complete! Satisfied employees

3 Johor Zoo Cleaning Program

On August 28, 2019, SL participated in the cleaning program at the Johor Zoo in Johor with the aim of raising employee awareness of the importance of community service activities that contribute to wildlife protection and environmental conservation. In cooperation with the Johor Zoo management, 25 employees participated, primarily cleaning up animal cages. Through the program, they learned more about the animals and their habitats.

Employees that participated in the program and Johor Zoo staff
Cleaning up inside the hippo enclosure

4 Aid for Kim Kim River Toxic Pollution Disasters

On March 7, 2019, toxic gas, including methane gas, generated from industrial waste illegally disposed of into the Kim Kim River in Johor was released to the environment, causing a major health crisis for nearby residents. The incident affected residents of Pasir Gudang district, an industrial zone, and almost 2,700 people were admitted to the hospital for treatment. Medical staff and volunteers worked day and night to offer aid and give support.

SL donated lunchboxes and food, such as cereal, 3-in-1 drinks and biscuits to the medical staff and first responders who worked non-stop. In addition, hygiene products, such as liquid hand soaps, were donated to medical staff and volunteers of the hospital and crisis management center through the Johor Bahru Tracer Community and the Malaysian Red Crescent Society.

Donation of packed food
Entrusting personal hygiene products to Malaysian Red Crescent Society staff

5 Supporting Wildlife Protection in Cooperation with the Department of Wildlife and National Parks (PERHILITAN) Peninsular Malaysia

SL conducted a wildlife habitat conservation project in collaboration with PERHILITAN in September 2018. An artificial salt lick was prepared at the foot of Mount Muntahak. By licking the deposit of salt, wildlife gain essential mineral nutrients that are important for bone, muscle and general growth.

Twenty employees from SL helped to prepare the artificial salt lick area and install sensor cameras to record wildlife that visit the salt lick area. These cameras help provide information about the animals that visit the salt lick.

Setting up the sensor cameras
SL’s employee volunteers

Donation Activities

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

Donation activities related to natural disasters

Activity 1 Support for people affected by flooding

Period December 2021
Outside collaborators Malaysian Red Crescent Society
  • Shokubustu Active Guard Body Shower Foam
  • Bio Zip Detergent Powder
  • Fresh & White Toothpaste
  • KODOMO Lion Toothbrush
  • KODOMO Lion Toothpaste
  • Emeron Shampoo
  • Systema Toothbrush
Details Through the Malaysian Red Crescent Society (an NGO), SL donated products for approximately 100–150 families affected by the flooding resulting from heavy rains in Selangor and Johor.
Handing off hygiene products to Malaysian Red Crescent Society staff

Donation activities related to the COVID-19 pandemic

Activity 1 Donation of hygiene products to support medical professionals and patients

Period June 2021
Outside collaborators Low-Risk Quarantine and Treatment Centre (PKRC), Johor Bahru
  • Shokubustu Active Guard Body Shower Foam
  • Bio Zip Detergent
  • Fresh & White Toothpaste
  • KODOMO Lion Toothbrush
  • KODOMO Lion Toothpaste
  • Emeron Shampoo
Details SL donated hygiene products for approximately 585 women (including pregnant women) and children under 12 years old undergoing treatment and quarantining at the Low-Risk Quarantine and Treatment Centre (PKRC) in Johor Bahru.
SL employees moving products to be donated
PKRC and SL employees

Activity 2 Donations of hygiene products to support students

Period November 2021
Outside collaborators Sekolah Kebangsaan Kangka Tebrau School, Johor Bahru
  • Fresh & White Toothpaste
  • KODOMO Lion Toothbrush
  • KODOMO Lion Toothpaste
  • KireiKirei Hand Soap
Details SL donated products for approximately 600 students at Sekolah Kebangsaan Kangka Tebrau School, which it sponsors, in Johor Bahru, to celebrate the school’s reopening and help maintain a hygienic environment.
SL employees handing off donated products to school staff

Activity 3 Donations of care kits to support medical professionals and patients

Period April 2020
Outside collaborators Ministry of Health
Donations 2,000 care kit sets containing hand soap, toothpaste, toothbrushes, shampoo and liquid laundry detergent

Donated care kits to medical professionals and COVID-19 patients at three hospitals in Johor. The kits were assembled as sets in bags for ease of distribution.
This social contribution activity was featured in the newspaper, Harian Metro (Malay).

Activity 4 Support for families impacted by COVID-19 directly or by the indirect effects of the pandemic

Period May 2020
Outside collaborators Malaysian Red Crescent Society
Donations Southern Lion products
Details Donated relief supplies to 200 impacted households through the NGO the Malaysian Red Crescent Society.
SL employees carrying donated products
Handing over donated products
Photo published in the newspaper