Creating Healthy Living HabitsActivities at Lion Corporation (Singapore) Pte Ltd

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 Participation in the Singapore Oral Health Conference 2022 in Collaboration with the National Dental Centre Singapore

The National Dental Centre Singapore (NDCS) celebrated its 25th anniversary in 2022. As part of the celebration, NDCS organized an online event titled “NDCS 25th Anniversary - Bridging the Past, Present and Future” that brought together dentists, general practitioners, specialists and researchers to exchange information on progress to date and expected future developments in academic and clinical dentistry.

The event included a virtual exhibition featuring the latest products related to oral health care and talks by prominent national and international dental experts. Lion Corporation (Singapore) Pte Ltd. (“LCS”) provided all 500 participants with a set of oral care products that included Systema and NONIO products. Systema & NONIO were also acknowledged during the online event and in the digital program booklet, with the brand logos & full page advertisement featured to expand brand recognition.

Online program booklet with full-page ad and logo for Systema

2 Educational Activities on Oral Health Care for the Silver Population

On August 22, 2022, NDCS collaborated with Singaporeʼs National Library Board (NLB) to hold an oral care seminar at the Jurong Regional Library to provide oral care tips and knowledge to participants aged 50 and above as part of the 8020 campaign (referring to having 20 teeth left at the age of 80). The aim of this seminar was to improve the oral health of those of advanced age in Singapore. LCS supported the event by providing Systema and NONIO products to be distributed to its 40 participants, along with LION gift sets as prizes during the Q&A session. In a post-seminar participant survey, the event received positive feedback, “I and the participants found this session fascinating and insightful.”

3 Partnership with Health Promotion Board in Afterschool Oral Care Program

Singapore’s Health Promotion Board (HPB) launched the Afterschool Oral Care Program, a one-year program targeting children aged 3 to 5 at day-care centers and nursery schools with the aim of teaching the importance of oral care from a young age. The program entails dental clinic staff visiting day care centers and nursery schools to perform dental screenings and educate children about the importance of oral care. Through June 2022, LCS supported the program by providing 60,000 sets containing KODOMO Toothpaste and leaflets for distribution to the children.

4 Partnership with Health Promotion Board in Afterschool Oral Care Program

In August 2021, the Health Promotion Board (HPB) launched the Afterschool Oral Care Program, a one-year program targeting children aged 3-5 years at day-care centers and nursery schools with the aim of teaching the importance of oral care from a young age. The program entails dental clinic staff visiting day care centers and nursery schools to perform dental screenings and educate children about the importance of oral care. LCS provided 60,000 sets containing KODOMO Toothpaste and leaflets for distribution to the children after the conclusion of the program.

KODOMO brand pamphlets

5 Product Sponsorship to Smileworks Dental Clinic

LCS is working with Smileworks Dental Clinic to promote oral care habits so that patients can continue to take care of their oral health at home after receiving treatment.
The collaboration was continued in 2022 and 300 sets of Systema & Kodomo products were distributed to the patients from August to December.

Systema and KODOMO oral care sets

6 Promoting Good Oral Health through Dental Clinics

LCS supports Thomson Dental Centre, a dental clinic group in Singapore, in educating patients on good oral health habits. A dental care set containing KODOMO or Systema oral care products (products of LCS) is provided to first-time patients at Thomson Dental Centre. Dentists educate patients on correct tooth brushing and oral care habits using a dental care set (KODOMO Kid Set or Systema Gum Care Set) selected based on the patient’s age and oral health conditions. Each dental set consists of an oral care information leaflet, a toothbrush and toothpaste. The Systema sets also include mouthwash.
In 2022, a total of 10,100 patients from Thomson Dental Centre had received the dental care sets.

Systema Gum Care Set

7 Community Dental Checkups for the Elderly in Collaboration with National Dental Centre Singapore

National Dental Centre Singapore (NDCS) has established a program of community dental checkups with the goal of raising awareness of the importance of oral health among the elderly. The checkups include the provision of guidance on the proper care of dentures and programs aimed at helping to provide treatment to relieve pain and maintain/restore patients’ oral function.
This program was temporarily suspended to prevent the spread of COVID-19 but was resumed at the end of 2020. LCS distributed Systema Toothpaste to 200 people over the age of 40 and senior citizens who participated in the community dental checkups on October 16, 2022.

8 Educational Event Held by the PAP Community Foundation Sparkletots Preschool

22nd March is designated by the United Nations as World Water Day. In celebration of World Water Day in 2021, the PAP Community Foundation (PCF)* Sparkletots Preschool taught children about the importance of saving water in their daily routines, such as during tooth brushing. Lion Corporation (Singapore) Pte Ltd (“LCS”) supported the event by providing 600 KODOMO Toothbrush and KODOMO Toothpaste sets for the preschool’s 5- and 6-year-old pupils.

Newsletter distributed to parents

*PAP Community Foundation (PCF) is a charitable foundation founded by the Singapore People’s Action Party (PAP) in 1986 and is committed to nurturing a multi-racial, fair, just and inclusive society through the provision of educational, welfare and community services.

9 Supported the Singapore Dental Association’s Oral Health Awareness Campaign

In March 2021, the Singapore Dental Association (SDA) launched an integrated online communication campaign targeting consumers to raise awareness and correct misconceptions regarding oral care. The campaign comprised of the three parts shown below. Invited by SDA to participate the third part, LCS provided SG$60 worth of Systema and KODOMO products to each of the 22 key opinion leaders.

Campaign card

I.Survey of Singaporeans on their oral health habits: 500 respondents

II.Solicitation of user generated content under the hashtag #toothtruths on Instagram to encourage Singaporeans to talk about their oral health journey

III.22 key opinion leaders received oral care gift boxes and talked about their oral health journey on their Instagram accounts

10 Singapore Oral Health Therapy Congress

The Singapore Oral Health Therapy Congress is an annual meeting of dentistry experts, where speakers discuss a wide range of topics that are not limited to oral hygiene, but also include total well-being and pediatric management.

Program was continued in 2021 on 17th & 24th October, with about 300 participants from dentistry experts.

LCS sponsored the event with cash support, but the event organizer suspended its planned distribution of products in order to maintain social distancing

Event poster
Event held online

Hygiene Care

1 Educational Hand Washing Activities at Elementary School

On September 22, 2022, 125 students from The Japanese School in Singapore attended a fun lesson on how to properly wash their hands, conducted by LCS in anticipation of Global Handwashing Day. The activity included an education session on the importance of hand washing, along with a fun quiz and the opportunity for the children to design their own hand soap bottle stickers to participate in a drawing contest. Through the activity, the children learnt the importance of hand washing while displaying their creativity through designing of the bottle stickers.

Children creating their own original soap bottle stickers
Children washing their hands using the correct hand-washing methods they learned
Children from a Japanese school in Singapore participate in an educational hand washing event

Teaching Correct Hygiene Habits in Collaboration with Manulife

Free Bee SG* tied up with insurance company Manulife to promote a “Prevent and Protect” program for infectious diseases such as hand-foot-and-mouth-disease.
This program was held in April 2019 and reached out to preschools in Singapore to provide information about insurance coverage for hand-foot-and-mouth disease and other diseases. Approximately 1,100 goodie bags, which included KireiKirei products, were distributed to families with young children. As part of the program, LCS visited preschools with the Lion mascot to educate children on hygiene tips and encourage good hygiene practices using KireiKirei brand hand soap and body soap marketed by LCS.

*Free Bee SG is a non-profit online community for parents to obtain information, freebies, etc., regarding pregnancy and parenting.

Poster to promote logo recognition during events
Facebook post to promote KireiKirei products
Hygiene-related Q&A during events
Lion mascot visits a preschool

Donation Activities

To fulfill its corporate social responsibility, LCS actively engaged in such corporate social responsibility activities as in-kind donations of hygiene products sold by the Company.

Donation Activities through Online Events

Collaboration with Centre for Domestic Employees (CDE) - May Day Domestic Employees Celebration

Period June 2021
Outside collaborators
  • National Trades Union Congress (NTUC)
  • Centre for Domestic Employees (CDE)
Donations Systema and Kyusoku Jikan products
Details The May Day Domestic Employees Celebration 2021 virtual live show was organized by the CDE, which is a unit under NTUC. The program was live-streamed to domestic employees in recognition of their hard work and contributions. 250 domestic employees took part in the program, and LCS supported the event by sponsoring products for the game show segment.
Slide showing appreciation for sponsors shown during the event
(featuring the Systema and Kyusoku Jikan logos)

Donation Activities Related to the COVID-19 Pandemic

Collaboration with Specialist Dental Group for oral kits to medical staff in Hospital

Period November 2022
Outside collaborators Mount Elizabeth Medical Centre
Donations 750 sets of oral care products including NONIO mouthwash
Details LCS collaborated with Specialist Dental Group to distribute oral care sets to 750 health care workers at Mount Elizabeth Medical Centre as a token of appreciation.
Oral care kits provided to healthcare professionals