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Since 1999, Lion Corporation (Thailand) Ltd. (“LCT”) has conducted the KODOMO School Road Show, an educational program that provides children with information on oral hygiene and correct tooth brushing methods. Over the years, this activity has established a strong image for the KODOMO brand as well as expanded its sales.
From June to September and November to December 2025, 450,000 children aged 5-12 years old in 13 regions of Thailand were educated on oral hygiene via fun stage shows held in collaboration with Chan Activation Company Limited and featured the KODOMO brand’s cast of animal characters. Samples of KODOMO toothpaste were offered at the end of each event to help children develop good tooth brushing habits.
According to 2023 data, cavities affect 47% of 3-year-olds and 72.1% of 5-year-olds in Thailand. To address the high prevalence of dental caries among Thai children, LCT has deployed its mobile dental clinic, the “Lion Smile Express,” to provide dental care to children as part of the Ministry of Public Health’s “Healthy Teeth Kids Province Sandbox” project.
With the goal of eliminating tooth decay among Thai children, LCT is promoting the “2-2-2” concept—at least two two-minute brushings a day, with a two-hour waiting period after brushing before eating or drinking—through a one-year campaign starting in June 2025, targeting 119,441 children.
LCT remains committed to supporting the growth of all Thai children, ensuring they can thrive together with healthy, confident smiles.
LCT celebrated the 55th anniversary of its founding in 2024. LCT has a long history as a leading oral healthcare company at the vanguard of public oral hygiene activities aimed at improving the awareness and habits of the Thai people regarding oral healthcare.
From January 13 to June 30, 2025, LCT’s Marketing Division and Bangkok Smile Clinic collaborated to provide assistance to people, including children, without ready access to preventive or curative dental care in Bangkok and its vicinity. This served to promote oral healthcare habits as a gateway to overall health and well-being.
Carrying out the service, dentists were stationed on the “Lion Smile Express,” a bus fully equipped as a mobile dental clinic with the latest in dental technology and equipment, including x-ray machines, examination chairs and treatment systems, to provide free check-ups and treatment. In 2025, the second year of the program, activities centered on children, with 1,669 children receiving dental treatment.
LCT remains committed to contributing to the health and happiness of the people of Thailand by helping them in “creating healthy living habits.”
LCT’s sustainability team taught 687 preschool children correct tooth brushing methods using products from its KODOMO brand. The 2025 schedule was as follows.
Fluoride is a naturally occurring element found in our everyday environment and present in many common dietary items, such as tea and seafood. Fluoride not only plays an essential role in tooth decay prevention but also helps build strong teeth and bones. It is said to be particularly effective for newly emerging teeth as their enamel is weaker and not fully formed. The children were delighted to be taught by the LION mascot, who also made an appearance.
Phrae Province is a markedly graying area in northern Thailand. Since 2018, in cooperation with the Provincial Public Health Office, LCT has been promoting activities to increase senior citizens’ quality of life by reducing incidents of choking, increasing chewing strength and improving dry mouth. The concept behind these activities was the topic of a talk given by a dental specialist at the Lion Oral Health Award 2016. Dentists of the Provincial Public Health Office regularly present lectures about oral healthcare in communities with large concentrations of senior citizens. To prevent declines in the mouth’s function and to maintain and improve the vitality of the area around the mouth, the dentists teach mouth exercises called “Kenkobi.” These exercises were developed by a public interest incorporated foundation established by Lion Corporation in Japan. Most attendees see improvement within six months of starting the exercise program, and their difficulties with dry mouth and choking are reduced. LCT provides the province with “Kenkobi” brochures and display boards to help more senior citizens do the exercises.
In 2025, LCT implemented “Kenkobi” mouth exercise sessions for senior citizens at six locations in February, June and October, with a total of 2,265 participants.
LCT will continue to contribute to improving oral healthcare for the citizens of Thailand in cooperation with the Provincial Public Health Office.
Global Handwashing Day is observed annually on October 15.
On October 5, 2025, LCT hosted the Global Handwashing Day Run at Chat Chat Park with 800 runners participating. This event was held in support of Global Handwashing Day, with the theme of “Handwashing Saves Lives” to promote and establish handwashing habits among the Thai people.
In addition to the event, a My Bottle Sticker Drawing Contest was held from July to August.
Stickers were given to students at the 132 elementary schools visited during the Oral Care School Road Show, asking them to draw their own designs. Those who purchased a bottle of KireiKirei from the LCT e-commerce site were able to download a drawing sticker for their bottle from the Facebook fan page. Participants were asked to post their drawn stickers to Facebook with the contest results being announced on Facebook as well as at the Global Handwashing Day Run in October. The following evaluation criteria were set for this contest:
Of the 3,000 children who drew pictures, approximately 1,200 participated in this drawing contest and enjoyed learning about the importance of handwashing.
LCT held the Happy Life Happy Home program at elementary schools. This program taught the students techniques for keeping their bodies healthy and clean and for keeping their homes clean and comfortable. The program comprises two parts, Happy Life (covering tooth brushing, handwashing, face washing and showering) and Happy Home (covering laundry, dish washing and floor cleaning), and is aimed at increasing awareness of health, comfort and cleanliness through the use of LCT products.
On June 10, 2025, students from Bangkok’s Wat Dok Mai School and Sriracha’s Thai Kasikorn Songkrow School on November 11 were taught not only how to brush their teeth and wash their hands, but also how to wash and care for their clothes.
The children were very interested in the program and they have been practicing what they learned at home.
To fulfill its corporate social responsibility, LCT, as a hygiene product manufacturer, actively engages in social contribution activities, such as in-kind donations of hygiene-related products sold by the company.
To commemorate its 56th anniversary and contribute to disease prevention among the Thai people, LCT donated 5,986 cases of KireiKirei Hand Soap—valued at 1.5 million baht—to 67 locations across 56 organizations, including public schools, hospitals, temples and public institutions, to promote and support proper handwashing habits.
