Message from Management

Make a difference in everyday lives by redesigning habits: ReDesign

Itsuo Hama CEO and Masazumi Kikukawa COO
(Left)Itsuo Hama
Representative Director, Chairman of the Board of Directors,
Chief Executive Officer

(Right)Masazumi Kikukawa
Representative Director, President and Executive Officer,
Chief Operating Officer

Lion’s Roots

Since Lion’s founding in 1891 as T. Kobayashi & Co., it has striven to help consumers realize health, comfort and cleanliness in everyday living by redesigning habits in line with its unchanging mission of “benefitting society through business activities.”

Lion’s Oral Care Products business began with the launch of Lion Toothpowder in 1896. Lion went on to contribute significantly to the development of oral care in Japan, establishing Japan’s first dental clinic for children, helping to train dental hygienists and launching the Oral Health Event of Tooth Brushing for Children. In addition, in the field of laundry we have provided functional detergents formulated for hanging laundry to dry indoors and worked to protect the environment by making products more compact in order to use less plastic and promoting the use of refill packs. We have also helped promote the formation of hygienic habits not only in Japan, but across Asia by promoting hand washing habits suited to local lifestyles through the KireiKirei brand.

Lion has grown and developed its business by proposing habits that contribute to health, comfort and cleanliness in everyday living and by providing the various daily commodities necessary for such habits. Indeed, Lion’s strength lies in the diverse capabilities it has built up over time, which play an essential role in the design of daily living habits.

In light of this track record and strength, we have defined our purpose as “Make a difference in everyday lives by redesigning habits: ReDesign.” We seek to create social and economic value by putting this purpose into action.

New Issues in Recent Years

The COVID-19 pandemic has changed the world enormously. Lifestyles and values have changed in innumerable ways, and many of these changes are likely to be permanent. At the same time, dealing with global environmental problems cannot be put off any longer. Northeast Asia is facing a variety of new issues stemming from demographic graying, such as rising medical costs, and in Southeast Asia, demand for better health and hygiene habits is growing in step with economic development. In light of such rapid changes in the business environment and to precisely deal with diverse emerging social issues, continuously generate business value and contribute to society going forward, in addition to the capabilities we have built up to date, we must secure new abilities, including means of providing value outside the provision of goods.

With an unchanging focus of putting its purpose into action, Lion constantly endeavors to transform its businesses.

The Sustainability Material Issues under Vision2030

Based on our purpose, “Make a difference in everyday lives by redesigning habits: ReDesign,” we formulated a long-term strategic framework, Vision2030, aimed at achieving our management vision, “Becoming an advanced daily healthcare company.”

Vision2030 Long-Term Strategic Framework

Under Vision2030, we are synergistically advancing growth strategies and initiatives that address our Sustainability Material Issues. Of these, we have positioned “Creating Healthy Living Habits,” which contributes to the realization of everyday happiness, and “Promoting Environmental Initiatives for a Sustainable Planet” as our top priority material issues, and we are investing management resources in these areas accordingly. To address these issues, Lion will make full use of its unique strengths with regard to its capabilities in the area of creating living habits. We believe that promoting the use of a wide range of environmentally friendly products that reduce environmental burden in the home is one effective way that we can contribute to the achievement of not only “Creating Healthy Living Habits,” but also “Promoting Environmental Initiatives for a Sustainable Planet.”

In 2019, we established the LION Eco Challenge 2050 environmental objectives. These objectives put into words our dedication to working in partnership with all stakeholders to realize a decarbonized, resource-circulating society. This year, we have updated the objectives, setting even higher targets.

Sustainable Management

We have established the Sustainability Promotion Council, comprising all of the Company’s executive corporate officers, including the president, as a mechanism for reinforcing sustainable management. Under the Council, we have further established three working committees led by executive officers, enabling top management to work in an even more unified manner to tackle Lion’s Sustainability Material Issues. The decisions of the Sustainability Promotion Council are reported to and discussed by the Executive Committee and Board of Directors and then reflected in the business activities of business execution departments. This structure helps reinforce Lion’s corporate governance.

Going forward, we will continue to accelerate our growth strategies by leveraging our strengths of wide-ranging insight gleaned through the redesign of living habits as well as marketing and R&D capabilities based on consumer perspectives. By doing so, we will contribute to the achievement of the Sustainable Development Goals as well as to health, comfort and cleanliness in everyday living and the realization of a sustainable society.

October 2021 marked the 130th anniversary of Lion’s founding. Reflecting on this milestone, on behalf of the entire Lion Group, we would like to express our heartfelt gratitude for our stakeholders’ support and patronage and ask for your continued confidence as we move forward.

Itsuo Hama

Representative Director,
Chairman of the Board of Directors,
Chief Executive Officer

Masazumi Kikukawa

Representative Director,
President and Executive Officer,
Chief Operating Officer