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Southern Lion Sdn. Bhd. (“SL”), in collaboration with the Malaysian Ministry of Health (MOH) and the Dental Society, promoted products from its oral healthcare brands to dental clinics. At these dental clinics, visitors were provided with samples of Systema brand products for adults and KODOMO brand products for children, resulting in greater brand recognition and more brand recommendations from participating patients.
In 2025, a total of 57 collaborative programs were implemented by dental clinics, universities and associated organizations in Selangor State and the capital city of Kuala Lumpur. Including free dental check-ups, oral hygiene instruction and educational activities, the programs reached 5,490 adults and 4,073 children. In addition, samples were distributed to help participants understand the importance of thorough toothbrushing at home and exerted a positive knock-on effect on post-event sales.
The Lion Hygiene Program is a social contribution program established in 1998 by SL to promote good oral healthcare habits in nursery and elementary schools throughout Malaysia. It is conducted throughout the year. The main objective of the program is to educate the public on how good oral healthcare contributes to overall health and to improve children's understanding of oral healthcare. The program is targeted at children between the ages of 4 and 12 as SL believes that good overall hygiene must be cultivated from a young age.
The program was developed by the Lion Foundation for Dental Health (LDH), a public interest incorporated foundation established by Lion Corporation in Japan. SL has localized the program in terms of content and techniques to the local audience. Over the years, it has worked with government-run dental clinics and the Malaysian Dental Therapists’ Association (MDTA) throughout Malaysia, and SL believes this program is an effective way to teach the Malaysian public proper brushing techniques. Since 2021, SL has incorporated handwashing into the Program, renaming it the Lion Hygiene Program.
In addition to check-ups conducted by dental hygienists, coloring activities, and quizzes, SL provides tooth brushing demonstrations through a picture-story show on the theme of “How to Maintain Healthy Teeth.” The program is conducted in a fun and interactive way to make it more interesting to children. As a part of SL’s commitment to creating awareness of good overall hygiene, every child involved in the program receives a KODOMO goodie bag with a toothbrush and toothpaste inside.
In 2025, the program was held from January to December, with 32,087 children participating. Since the program’s inception in 1998, 1.35 million children have participated.
SL is working in collaboration with professional dental organizations, such as the MOH and the MDTA, to promote good oral healthcare habits throughout Malaysia by implementing the following four initiatives:
In 2025, at dental conferences and symposiums, we helped 7,502 dentists and dentistry experts deepen their understanding of the LION brand by allowing them to experience the features of our products firsthand through hands-on demonstrations.
As part of the company’s efforts to promote preventive dentistry,* SL has been holding an annual Oral Health Day since 2018 to create awareness among internal staff of the importance of good oral hygiene and gum disease prevention.
From December 15 to 16, 2025, the event was held at SL’s headquarters in Johor Bahru in collaboration with the Oral Health Division of the MOH under KP Kota Tinggi. Free dental check-ups and treatment were provided for SL Staff. 137 employees participated in the dental check-ups. SL will continue this annual activity in an effort to increase awareness of good oral hygiene practices among all its staff.
* 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 healthcare by sharing information on good oral healthcare and practical tooth brushing methods. In addition, Lion promotes good oral healthcare habits by providing products that suit individuals’ specific oral healthcare needs through retailers and other markets.
From September 29 to October 26, 2025, the KireiKirei Global Drawing My Bottle Sticker Drawing Contest was held both online and at 3 nursery schools. The contest brought together 300 children, who created their own one-of-a-kind bottles and are now making a point of washing their hands every day.
To fulfill its corporate social responsibility, SL, 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 | December 8, 2025 |
|---|---|
| Outside collaborators | Malaysian Red Crescent Society |
| Donations | 24,000 RM (Malaysian Ringgit) (approx. 1 million yen) |
| Details | In support of ongoing flood preparedness and community welfare efforts, donations were made to the Malaysian Red Crescent Society’s disaster response team in response to the massive floods that struck Southeast Asia in December 2025. |