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The Lion Group provides stable supplies of the hand soaps and sanitizers that are used in a variety of settings in addition to conducting educational programs in Japan and across Asia mainly to promote the prevention of infection in the home and its transmission among family members.
We carry out these activities under the KireiKirei banner, seeking to go to where consumers live by partnering with local communities, including government bodies and schools, to advance employee-led activities together.
As part of its efforts to promote cleanliness and hygiene habits, the Group conducts activities at nursery schools, kindergartens and elementary schools to instill and establish handwashing habits. We incorporate handwashing exercises, storytelling and other activities to help children learn the importance of making handwashing a habit as well as how to wash their hands in a fun way.
In addition to educational institutions for children, the Group collaborates with governments, municipalities and partner companies to promote cleanliness and hygiene in public facilities and outside the home (e.g., restaurants, hotels, etc.). Across Asia, we also work to ensure that basic hygiene and sanitation practices are firmly rooted in the lives of all people, including pregnant women, who face increased risks regarding hygiene, and especially in times of disaster. In Japan, Lion has published a pamphlet covering oral and hand hygiene and health care in times of disaster as well as ways of preparing for such situations. In addition to providing information about hygiene and health in times of disaster, Lion participates in disaster readiness and other events around Japan to promote awareness and good practices.
Lion is helping increase awareness among employees through activities in coordination with retailers and by incorporating activities to promote proper handwashing habits at kindergartens and nursery schools into the training of junior employees.
In 2021, we expanded the scope of employees’ activities to promote proper handwashing to include nursery schools, kindergartens and elementary schools.
These activities involved employees teaching classes, the theme of which was “learning proper handwashing to protect our health and the health of those we care about.” In the classes, the employees worked to instill an understanding of handwashing and proper habits by encouraging the participating children to think about why handwashing is important and ways of protecting themselves from viruses and bacteria. To minimize the risk of infection during the COVID-19 pandemic, these classes were conducted as hybrid classes involving online and in-person elements, but since 2022 we have been shifting toward holding the events in person.
From 2012 to 2025 around 2,000 employees participated in activities to promote good handwashing habits. Over this period, approximately 50,800 preschoolers, students and faculty took part in these activities.
| 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|
| Approx. 1,300 | Approx. 2,360 | Approx. 2,510 | Approx. 2,690 | Approx. 6,180 |
Building on the initiatives we launched with Ishinomaki City (Miyagi Prefecture) in the wake of the Great East Japan Earthquake, Lion continues to collaborate with local governments across the country to support efforts aimed at establishing good hygiene practices in schools and public facilities. Through on-site classes and events, we are working to foster an environment in which the entire community can learn and adopt proper hygiene habits.
We are promoting proper handwashing habits at kindergartens, nursery schools, elementary schools and public facilities, mainly in areas across Japan where Lion facilities are located as well as in Ishinomaki City, an area closely connected to our founder, and Sakaide City (Kagawa Prefecture), where KireiKirei Hand Soap is manufactured.
Specifically, we have been promoting proper handwashing habits at kindergartens and nursery schools in Ishinomaki City since 2012 as part of support for recovery from the Great East Japan Earthquake.
KireiKirei City-Sakaide Project [Japanese]
Lion’s Initiatives to promote recovery from the Great East Japan Earthquake
We also take part in disaster prevention events and drills organized by local governments across the country to raise awareness about the importance of personal hygiene during disasters. As proper hygiene management in evacuation shelters, including oral care and handwashing, helps prevent the spread of infectious diseases, this on-site information sharing helps enhance the community's disaster preparedness.
Originating in Japan, KireiKirei is sold in Northeast, Southeast and South Asia. Lion began marketing KireiKirei hand soaps overseas in 2005. Today, the brand is sold by Lion Corporation (Singapore) Pte Ltd, Lion Corporation (Thailand) Ltd., Southern Lion Sdn. Bhd., Lion Corporation (Korea), Lion Daily Necessities Chemicals (Qingdao) Co., Ltd., Lion Corporation (Hong Kong) Ltd. and Lion Home Products (Taiwan) Co., Ltd.
The Group not only provides products but also works to promote good hygiene practices with the aim of raising public awareness of cleanliness and hygiene.The KireiKirei brand which aims to realize a society full of human interaction by encouraging people to practice good hygiene habits for the sake of the people they care about, seeks to make everyday handwashing a more enjoyable habit through such activities as creating one-of-a-kind personalized KireiKirei hand soap bottles.
From 2022, in support of Global Handwashing Day* on October 15, we hosted the Global My Bottle Sticker Drawing Contest with the aim of establishing fun handwashing habits for the whole family. For the contest, children hand-drew designs for their own one-of-a-kind KireiKirei bottles. We received entries from children in Asia.
In 2025, we received 3,143 applications from seven countries and areas. We will continue to work together as a group to create cleanliness and hygiene habits.
* Established in 2008, the International Year of Sanitation, by international institutions, universities, companies and other actors working to address problems related to water and sanitation
We launched the Student Handwashing Meister System, a public-private-academic partnership initiative targeting junior high, high school, and college students, aiming to establish a new framework in which the younger generation takes the lead in promoting proper hygiene habits throughout society.
