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Since 1999, Lion Corporation (Thailand) Ltd. (“LCT”) has conducted the KODOMO School Road Show, an educational program that provides children with information on oral hygiene and correct tooth brushing methods. Over the years, this activity has established a strong image for the KODOMO brand as well as expanded its sales.
From November 13, 2024, to February 14, 2025, 60,000 children aged 5-12 years old in the capital city of Bangkok and major provincial cities were educated on oral hygiene via fun stage shows held in collaboration with Chan Activation Company Limited and featured the KODOMO brand's cast of animal characters. Samples of KODOMO toothpaste were offered at the end of each event to help children develop good tooth brushing habits.
LCT celebrated the 55th anniversary of its founding in 2024. LCT has a long history as a leading oral care company at the vanguard of public oral hygiene activities aimed at improving the awareness and habits of the Thai people regarding oral care.
In celebration of LCT’s 55th anniversary, from June 24, 2024, to December 31, 2024, LCT’s Marketing Division and Bangkok Smile Clinic collaborated to provide assistance to people, including children, without ready access to preventive or curative dental care in 31 locations in Bangkok and its vicinity. This served to promote oral care habits as a gateway to overall health and well-being.
Carrying out the service, dentists were stationed on the “Lion Smile Express,” a bus fully equipped as a mobile dental clinic with the latest in dental technology and equipment, including x-ray machines, examination chairs, and treatment systems, to provide free check-ups and treatment. More than 2,687 people, including children, adults, the elderly, the disabled, and orphans, visited the bus.LCT remains committed to contributing to the health and happiness of the people of Thailand by helping them in “creating healthy living habits.”
LCT's sustainability team taught 903 preschool and elementary school children correct tooth brushing methods using products from its KODOMO brand. The 2024 schedule was as follows.
The children were also delighted to be taught by the LION mascot, who also made an appearance.
Phrae Province is a markedly graying area in northern Thailand. Since 2018, in cooperation with the Provincial Public Health Office, LCT has been promoting activities to increase senior citizens’ quality of life by reducing incidents of choking, increasing chewing strength and improving dry mouth. The concept behind these activities was the topic of a talk given by a dental specialist at the Lion Oral Health Award 2016. Dentists of the Provincial Public Health Office regularly present lectures about oral care in communities with large concentrations of senior citizens. To prevent declines in the mouth’s function and to maintain and improve the vitality of the area around the mouth, the dentists teach mouth exercises called “Kenkobi.” These exercises were developed by a public interest incorporated foundation established by Lion Corporation in Japan. Most attendees see improvement within six months of starting the exercise program, and their difficulties with dry mouth and choking are reduced. LCT provides the province with “Kenkobi” brochures and display boards to help more senior citizens do the exercises.
LCT implemented “Kenkobi” mouth exercises for senior citizens at Yannawa Elderly School on July 5, 2024, the Social Welfare Development Center for Older Persons on August 6 and Rai Nueng Elderly School on September 4. A total of 198 senior citizens participated in the event.
LCT will continue to contribute to improving oral care for the citizens of Thailand in cooperation with the Provincial Public Health Office.
Milk teeth sometimes receive less attention than adult teeth because they eventually fall out. However, implementing oral care from a young age is very important because oral health affects overall health.
With the aim of promoting proper oral health care and firmly establishing the concept of preventive dentistry,* LCT collaborates with provincial hospitals and health offices to carry out related activities, for example, offering dental checkups, treatment and instruction in proper brushing to children. At local schools this begins with local dental hygienists conducting dental checkups. Then, if cavities are found, a treatment called the “Smart Technique” is performed.
In 2018, LCT collaborated with local retailers to introduce correct brushing methods through a show for children aged 2 to 5 using the KODOMO brand. LCT provided discount coupons for LCT products viable only at the cooperating retailers. This initiative is aimed at encouraging children to continue to brush their teeth correctly at home.
In 2024, these activities were held in Thammanongkol, located in the Sriracha factory area on February 27 with 20 teachers from the Laem Chabang area participating in the event. LCT will expand this initiative to other areas to teach more people in Thailand about oral care.
* 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 products that suit individuals’ specific oral care needs through retailers and other markets.
The Thai government has held an annual Health Fair since 2012 with the aim of increasing Thai citizens’ awareness of health issues. The 2018 Health Fair was held at the Ao Udom Community Center in Laem Chabang, Sriracha district. The fair’s events take place in local community centers, where medical facilities and health product retailers set up booths manned by volunteer physicians and nurses who provide checkups for participants and prescribe medicine. LCT ran a booth in this fair, where visitors were informed about age-appropriate products and oral care methods, as well as being presented with products such as SYSTEMA and GoodAge, oral care brands marketed by LCT.
In honor of Global Handwashing Day, which is observed annually on October 15, LCT’s Marketing Division pledged to donate one baht for every bottle of KireiKirei sold in 2024 to the Ramathibodi Foundation's home-based pediatric respiratory care project aimed at improving the well-being of children in Thailand. To date, a total of 0.3 MB (equivalent to 1.28 million yen) has been donated to the Foundation, which uses the funds to purchase medical equipment.
Through its KireiKirei brand, LCT remains committed to supporting the Thai people in their efforts to create healthy living habits.
On October 15, 2023, LCT hosted the Global Handwashing Day Run at Suan Luang RAMA IX Park with 1,000 runners participating. This event was held in support of Global Handwashing Day, with the theme of “Handwashing Saves Lives” to promote and establish handwashing habits among the Thai people.
In addition to the event, a My Bottle Sticker Drawing Contest was held from August 1 to September 30, 2023. Those who purchased a bottle of KireiKirei from the LCT e-commerce site were able to download a drawing sticker for their bottle from the Facebook fan page. Participants were asked to post their drawn stickers to Facebook with the contest results being announced on Facebook as well as at the Global Handwashing Day Run in October. The following evaluation criteria were set for this contest:
Approximately 600 children participated in this drawing contest and enjoyed learning about the importance of handwashing.
On November 27, 2024, LCT gave an extra-curricular lecture to second-year students of Bangkok Christian College on tooth brushing and handwashing. 500 students participated in this event.
LCT held the Happy Life Happy Home program at elementary schools. This program taught the students techniques for keeping their bodies healthy and clean and for keeping their homes clean and comfortable. The program comprises two parts, Happy Life (covering tooth brushing, handwashing, face washing and showering) and Happy Home (covering laundry, dish washing and floor cleaning), and is aimed at increasing awareness of health, comfort and cleanliness through the use of LCT products.
On May 30, 2024, fourth and fifth grade students from Bangkok’s Wat Dok Mai School and Sriracha’s Thai Kasikorn Songkrow School on November 11 were taught not only how to brush their teeth and wash their hands, but also how to wash and care for their clothes.
The children were very interested in the program and they have been practicing what they learned at home.
On November 25, 2022, LCT educated 42 seniors in the Yannawa area neighboring LCT’s facilities on how to separate reusable and recyclable waste. LCT encourages environmentally friendly habits through a point system in which employees receive points by bringing in reusable waste and properly disposing of it.
To fulfill its corporate social responsibility, LCT, as a hygiene product manufacturer, actively engages in social contribution activities, such as in-kind donations of hygiene-related products sold by the company.
| Date | May 20, 2024 |
|---|---|
| Location | Samoeng Hospital in Chiang Mai Hospital in Chiang Mai |
| Donation | Donation toward the construction of a dental building for the hospital |
| Details | 1 million baht (approximately 4.3 million yen) to support the construction of a new dental building at Chiang Mai's Samoeng Hospital in Chiang Mai Hospital |
| Period | October 2024 |
|---|---|
| Location | King Chulalongkorn Memorial Hospital |
| Details | LCT donated funds through the Thai Red Cross Society toward repairs to the Tiam-Saipin Chokuwattana building carried out in 2022 by the Saha Group. |
| Date | March 2, 2023 |
|---|---|
| Location | Bangkok: Wat Dokmai School, Wat Pariwat School, Wat Chonglom School, Wat Chong Nonsi School, Wat Khlong Phum School, Wat Klongmai School Sriracha: Wat Chukkacher school, Laemchabang School District 1, Thunsuklapittaya School, Wat Phrapratanporn |
| Donation | Provision of washbasins and KireiKirei hand soap |
| Details | Although COVID-19 infections are dwindling, influenza and other infectious diseases still exist. To raise awareness of cleanliness and hygiene habits, LCT provided washbasins and KireiKirei hand soap to elementary schools in the vicinity of its Bangkok office and Sriracha plant for students to wash their hands. |
