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In cooperation with Seodaemun-gu Health Center and the Department of Preventive Dentistry, Lion Corporation (Korea) (“LCK”) works through welfare facilities located in Seoul’s Seodaemun district to provide guidance on proper preventive dental care habits for pregnant women and infants facing social hardships. In 2025, 292 people received such guidance.
Until 2024, dental hygiene facilities capable of providing dental check-ups and oral healthcare guidance could be found only within educational institutions, where dental hygiene education was provided; however, in light of recent social issues, we have defined the target audience. Since this activity’s inception in 2014, 80,987 Seoul residents have received instruction on oral healthcare.
The Lion Group places emphasis on fostering children’s awareness of dental and oral health in order to help them stay healthy for a lifetime. Aiming to teach correct oral healthcare to elementary school students, the Lion Group has held the Oral Health Event of Tooth Brushing for Children since 1932. The event currently takes place on an annual basis at locations across Asia.
In Korea, LCK has held the Oral Health Event of Tooth Brushing for Children since 2009. In June 2025, a total of 70 students— fourth grade students from a Japanese school in Seoul and fourth to sixth grade students from a Japanese school in Busan—participated in the event. In total, 8,438 children have participated in this event since 2009.
Advancing diversity is essential to building a society in which everyone, regardless of disability, has equal access to medical care and support. Accordingly, LCK partnered with the Smile Foundation, which supports oral healthcare for people with disabilities, to provide personalized oral healthcare education to 50 individuals with visual and hearing impairments at the Helen Keller Center, operated by the Miral Welfare Foundation. In September 2025, a professor from the College of Dentistry at Kyung Hee University gave a lecture on the importance of oral examinations and dental care, as well as policies supporting people with disabilities. The professor also demonstrated proper tooth brushing techniques using oral healthcare products sold by LCK. A year’s supply of oral healthcare products was provided to help participants establish self-care routines at home. In addition, one-on-one tactile sign language interpretation—a method of communication for people with both visual and hearing impairments that involves touching the interpreter’s hands—was provided to ensure sufficient understanding among those needing it, thereby helping to improve universal access to oral healthcare.
LCK held the My Bottle Challenge in support of Global Handwashing Day from September 18 to October 12, 2025. Those who purchased Ai! Kekute* either from the Ai! Kekute Instagram account, Lion Korea Official Mall or B2C (online channels that directly provide products and services to consumers) were sent My Bottle Stickers. Photos of the participants’ stickers were uploaded to LCK’s official Instagram account. The official Ai! Kekute Instagram account now has over 22,000 followers. LCK actively promotes handwashing habits by providing helpful updates about when handwashing is necessary. The company also connects with Ai! Kekute fans through its “Newsletter” content.
Entries were judged based on criteria like affinity with the Ai! Kekute brand, whether they inspire a desire to wash one’s hands, and artistry. Approximately 40 children enjoyed learning about hand washing.
*Ai! Kekute (literally, Oh! Clean!) is a hand soap brand marketed by LCK.
Since 2013, LCK has offered support for childbearing families in all 56 municipalities across South Korea by providing Ai! Kekute Birth Gift Sets free of charge through its social contribution activity, the Yochiyochi Campaign. From 2024, LCK will offer a hygiene product set, which includes Ai! Kekute hand soap and Systema toothpaste and toothbrushes, to pregnant women for whom proper hygiene is especially important due to the strain pregnancy puts on immunity.
The product packaging design was created in collaboration with Arip & Werip, a social enterprise that contributes to job creation for low-income elderly people, adding value to the product. In November 2023, LCK signed a partnership agreement with the City of Seoul and the Community Chest of Korea, to donate hygiene products for expectant mothers.
Beginning in 2024, the yearly program provides Yochiyochi hygiene kits to 40,000 registered pregnant women at 25 public health centers in Seoul. In 2025, in recognition of its long history of socially beneficial activity, LCK received the 1st Seoul City Award for Contributions to the Promotion of a Culture of Giving, and was presented with a certificate of commendation by the Mayor of Seoul at the award ceremony.
Starting in 2026, LCK will contribute to the creation of cleanliness and good hygiene habits for 60,000 expectant mothers per year.
“Let’s Go! Super Healthy Hero” is a hygiene education project created collaboratively by LCK, Good Neighbors’ Incheon Head Office and SEED, a social cooperative for youth education. The project focuses on first and second grade elementary school students transitioning from baby to permanent teeth.
In August 2025, the program was implemented at two child welfare facilities in Incheon, helping 50 elementary school students develop proper tooth brushing and handwashing habits.
LCK is carrying out a large-scale promotional campaign for Ai! Kekute Premium Moisture in movie theaters operated by CGV, South Korea’s largest movie theater chain. The campaign features posters and video advertisements in cinema lobbies across the country. Furthermore, promotional posters are displayed in theater restrooms stocked with Ai! Kekute products and stickers that provide proper handwashing instructions. In 2025, the theaters saw 42 million visitors.
Health problems arising from poor living environments (such as sick building syndrome and issues caused by house dust) among the elderly and other socially vulnerable people have become a social issue in South Korea. The Korean Government has launched a support project (via the Korea Environmental Industry & Technology Institute affiliated with the Ministry of Environment) to tackle this issue in cooperation with companies, hospitals and municipalities.
LCK has been a supporting member of this project since 2015, distributing such everyday care products as dishwashing detergents, laundry detergents and oral healthcare products in areas with significant vulnerable populations.
In 2025, LCK offered support to 1,500 households, and it will continue to support this project with the aim of realizing healthy living environments for everyone.
In April 2025, LCK participated in an environmental cleanup in the Seunggi Stream area hosted by the Incheon Metropolitan City Government.
This project involves picking up trash and removing invasive plants from in and around the Incheon Seunggi Stream in order to improve water quality and restore the local water ecosystem and thereby helping to improve nearby residents’ quality of life. 10 LCK employees participated in the activity.
LCK is committed to the theme of “One Company, One River, One Company, One Road Building Campaign and Urban Development.”
In an effort to raise employee awareness of environmental conservation and resource recycling, at its Incheon plant LCK diverted used BEAT laundry detergent cardboard packaging from disposal to upcycling, using it in the creation of BEATBOX paper canvas kits. Created in collaboration with LOVE RE: PAPER, a nonprofit organization that provides stable employment to elderly individuals who collect wastepaper, 40 kits were produced and donated to a children’s welfare facility in the Incheon area that serves elementary school students from families in need. Through the creation of art supplies, this initiative helps provide students with opportunities to experience culture and the arts.
In 2025, 20 employees participated in the event held on June 5, World Environment Day, helping to foster greater environmental awareness.
While dedicated to promoting healthy lifestyles, LCK is also committed to improving employee well-being. In March 2025, the company committed to donating 20 million KRW worth of LCK products to single-parent households if employees logged a cumulative total of 20 million steps in one month through the Benepia app, an employee welfare platform. A total of 202 employees took on the challenge. In the end, the goal was achieved with 28.38 million steps—42% over the initial goal. At the handover ceremony, the employee who recorded the highest number of steps presented the donated products on behalf of LCK to the G Foundation, an NGO specializing in supporting single-parent households.
Translating participants’ steps into distance yields a total of 21,569 km, resulting in the additional benefit of reducing carbon emissions by 2,820 kg. Going forward, this initiative will continue to promote “Planetary Health,” looking to improve the health of both human beings and the global environment.
The Lion Group is working toward realizing a resource-recycling society by promoting waste-free habits.
From November 25 to December 4, 2025, LCK held a campaign at its three facilities—the Seoul headquarters, the Incheon factory, and the research institute—to collect gently used items from employees’ homes that were no longer in use but still in good condition, and donate them to the Goodwill Store organization, which supports the employment of people with disabilities. A total of 661 items, including clothing and books, were donated by 44 employees. These items are sold at Goodwill Store outlets, with the proceeds used to fund wages for employees with disabilities and expand employment opportunities.
While conserving resources, the initiative also promoted diversity, giving the participating employees a real sense of the spirit of sharing.
To fulfill its corporate social responsibility, LCK, as a hygiene product manufacturer, actively engages in such social contribution activities as in-kind donations of the hygiene products it handles.
| Period | Ongoing since 2022 |
|---|---|
| Outside collaborators | Regular Consultative Committee for Household Goods Business Operators (LCK, LG Household & Health Care, AK, P&G Korea, Henkel Korea), Korea Consumer Agency, Korea Blind Union and the Community Chest of Korea |
| Donation | Produced Braille tags for product identification and provided 8,170 households with LCK household products (BEAT laundry detergent and Chamgreen dishwashing detergent) with Braille labels |
| Details | Participated in the production and promotion of Braille tags for product identification through the Regular Consultative Committee for Household Goods Business Operators. In some product categories, containers have identical or very similar shapes, making it difficult for visually impaired people to distinguish between them. By producing and promoting Braille tags that can be used on a wide variety of products, we aim to contribute to the safety and well-being of visually impaired people. |
| Date | Day of People with Disabilities (April 20) |
|---|---|
| Outside collaborators | Goodwill Store, an organization supporting the independence and employment of people with disabilities |
| Donation | 1,000 units of Ai! Kekute travel-size hand sanitizer |
| Details | The Goodwill Store National Sports Festival is a sporting event that brings together approximately 1,000 employees with and without disabilities from Goodwill Store outlets across the country to reflect on the values of harmony and mutual respect. LCK has formed a partnership to support the expansion of employment opportunities and autonomy for people with disabilities at Goodwill Store facilities. |
| Date | Helen Keller Day (June 27) |
|---|---|
| Outside collaborators | Giving Plus Miral Welfare Foundation Helen Keller Center |
| Donation | 200 units of BEAT liquid laundry detergent |
| Details | In commemoration of Helen Keller Day on June 27 each year, and with the aim of raising social awareness and fostering social consensus regarding people with visual and hearing impairments, products are provided to support the stability and welfare of people with visual and hearing impairments. |
| Period | June 2025 |
|---|---|
| Outside collaborators | Goodwill Store, an organization that supports the employment of people with disabilities |
| Donation | Donated 120 million KRW worth of A Plus Lab shampoo and conditioner |
| Details | Donated 120 million KRW worth of daily necessities to support the stable operation of four new Goodwill Store outlets. The items were displayed and sold at seven Goodwill Store outlets nationwide, with the proceeds used to pay wages for workers with disabilities and expand employment opportunities. This initiative also helps promote the autonomy of people with disabilities. |
| Period | October 2025 |
|---|---|
| Outside collaborators | The Community Chest of Korea |
| Donation | Approximately 390 million KRW worth of daily necessities, including shampoo, conditioner and other personal care products |
| Details | Donated daily necessities such as shampoo to international couples and immigrants in need of support through Save the Children and the Seoul Family Center to aid their lives in Korea. |
