ＮＥＷＳNo.24-05-08

ＲＥＬＥＡＳＥMay 8, 2024
DHC Corporation

DHC Declares New Purpose “Elevating Happiness Every Day”
and Refreshes Corporate Logo
to Mark Rebirth as Brand of Well-Being
New Logo Featured in TV Commercial to Air from May 9, 2024
DHC Corporation (Head office: Minato-ku, Tokyo; President: Midori Miyazaki; “DHC” hereafter) has
articulated its role within society by establishing its Purpose “Elevating Happiness Every Day.” To markthis, we have renewed our corporate logo. The new logo will debut in a new television commercial to air
across Japan on Thursday, May 9, 2024, and will be introduced into other corporate media in due course.

New corporate logo
In April of last year, DHC transitioned to a new management structure, marking a rebirth for the company.
Alongside the realization of this rebirth while aiming for further corporate growth, we made the decision
to establish our Purpose and refresh our corporate logo as a means of uniting our employees into one
team with one mindset to tackle the challenge of creating new value through efforts to establish a wellbeing brand.

[DHC Purpose Statement]

To live a healthy, beautiful life: this is a wish held dear in everyoneʼs hearts. At DHC we strive to makethis wish a reality through our outstanding health and beauty products. Itʼs why weʼre committed tobringing you the highest-quality products, affordable prices, and “anywhere, anytime” convenience. We
aim to nurture lifelong habits instead of fleeting moments, changing not just a single day, but your everyday. Because a healthy mind and body create a new kind of beauty, one that shines from within, filling
our days and lives with joy. We believe everyone deserves a beautiful life.
Elevating Happiness Every Day■Inquiries■
DHC Corporation Public Relations Unit
2-7-1, Shibaura, Minato-ku, Tokyo 108-0023, Japan
Tel: +81 (0)3 3457 6220

Fax: +81 (0)3 3457 3658

[Mission, Vision, and Values as Steps to Realizing Our Purpose as a Brand andas a Company]
To realize our Purpose, we have set a Mission that expresses our role in society or our raison dʼêtre; aVision that represents the ideal state we aim for to achieve our Mission; and Values that serve as a codeof conduct for achieving our Mission and our Vision.

[About the New Corporate Logo]■Design Concept

While honoring our history and assets cultivated with our customers and partners through our products
and services to date, the design of the new logo establishes a renewed image for DHC. Designed with afocus on beauty and originality, it evokes the perception of healthcare and beauty DHC strives to advance.
The logo is composed of organic lines that highlight the gentle, personal touch we offer in our interactions
with each and every customer, and its clear bilateral symmetry conveys our commitment as a company.

Reference: Old corporate logo

■Inquiries■
DHC Corporation Public Relations Unit
2-7-1, Shibaura, Minato-ku, Tokyo 108-0023, Japan
Tel: +81 (0)3 3457 6220

Fax: +81 (0)3 3457 3658

[About the New TV Commercial]

The new television commercial opens with a twilight scene, with lights illuminating the interiors of various
homes as people go about their everyday lives. The new corporate logo, accompanied by DHC’s Purpose
tagline “Elevating Happiness Every Day,” appears on the screen.
The commercial then introduces the theme of “40 Nutrients for Easy Nutrition” by portraying the lives ofmodern people, which can involve suboptimal nutritional balance due to irregular lifestyles, picky eating,and overindulgence in favorite foods. The ad highlights the appeal of DHC Perfect Supplement, a productthat makes it easy to enjoy the benefits of 40 essential nutrients.
Title of commercial: DHC Perfect Supplement “40 Nutrients for Easy Nutrition”
Broadcast start date: Thursday, May 9, 2024
Broadcast regions:
Nationwide across Japan (excluding certain regions)
Running time:
15 seconds

Through its beauty and healthcare activities, DHC aims to implement well-being corporate management.
Fulfilling our role of contributing to the health and happiness of our customers, DHC will continue to offer
safe, reliable, and quality products and services.
Name: DHC Corporation
Head Office: 2-7-1, Minami-Azabu, Minato-ku, Tokyo 106-8571, Japan
Chairman & CEO: Shigeo Takatani
President & COO: Midori Miyazaki
Executive Vice President: Hiroyuki Odaka
Established: 1972
Employees: 2,189 (as of April 1, 2024, including employees at overseas offices)

https://top.dhc.co.jp/company/en/■Inquiries■
DHC Corporation Public Relations Unit
2-7-1, Shibaura, Minato-ku, Tokyo 108-0023, Japan
Tel: +81 (0)3 3457 6220

Fax: +81 (0)3 3457 3658