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Since its establishment as a maker of soap and toothpaste, Lion has strived to adhere to its founding spirit of “benefitting society though business activities” by helping consumers cultivate better living habits to support their Mentaland physical healthcare.
As a provider of daily necessities and services, the Lion Group believes that the starting point for both social and economic value creation is the establishment of healthy living habits, such as brushing one’s teeth and washing one’s hands. Therefore, the Group goes beyond the simple provision of products and services; it continuously disseminates information and conducts awareness campaigns based on consumer behavior and scientific evidence to support the development of healthy living habits.
Based on the our purpose, “Make a difference in everyday lives by redesigning habits: ReDesign,” our aim is to provide 1 billion people in the areas we serve with products, services, and information that help foster healthy living habits by 2030 (500 million in oral healthcare / 500 million in cleanliness and hygiene). Through our efforts to foster healthy living habits through oral healthcare and hygiene practices to 1 billion people, we seek to contribute to the everyday lives of as many people as possible.
As part of the Lion Group’s efforts to improve oral health—a key factor in extending healthy life expectancy—we have been working to establish toothbrushing habits to prevent caries and periodontal disease.
Ahead of 2030, we aim to increase business opportunities through the provision of products and services that leverage digital technologies and by helping to close gaps in access to oral healthcare. At the same time, we strive to create positive preventive dentistry habits tailored to people’s various stages of life, lifestyles and health conditions.
In addition to providing hand soaps and sanitizers that can be used in a variety of settings, the Lion Group has been conducting educational and awareness activities at preschools, kindergartens and elementary schools to promote the prevention of infection through hand cleanliness and hygiene.
We provide products and conduct awareness activities tailored to cleanliness and hygiene issues specific to each area across Asia, including Japan.
In particular, we are expanding our educational and awareness activities in Southeast and South Asia to include food safety and provide hygiene-related products and services.
In promoting these activities, we will stay attuned to the realities of people's lives while collaborating with a diverse range of partners—including local governments, schools, and other companies and municipalities—to expand our efforts not only in Japan but throughout Asia.
| Objectives | Indicators (2030) | Progress (2025 Results) |
|---|---|---|
| Provide opportunities for everyone to practice oral healthcare whenever necessary and foster oral healthcare habits to promote health for all. |
|
Oral healthcare habits: 400 million people* * Source: Lion survey |
| Promote the establishment of cleanliness and hygiene habits that prevent bacteria and viruses from entering the body across all aspects of daily living, so that everyone can stay healthy. | Cleanliness and hygiene habits: 320 million people* * Based on 2024 performance, a new calculation method was adopted, expanding the scope of activities to include personal and food safety, in light of business conditions in Asia. |
Initiatives to Establish Oral Healthcare Habits
Initiatives to Establish Cleanliness and Hygiene Habits
