LION

Promoting Oral Health

100

Over

Years ofProgress

Introduction
After over 12 decades since Lion Corporation began in 1891 as
Tomijiro Kobayashi & Co. in Kanda, Tokyo, the mission of thecompany’s founder, Tomijiro Kobayashi, to be in the "business ofmaking people happy" is always in our hearts. While the toothpaste, soap and detergent business has expanded greatly, we tirelessly contribute to society by helping to make people happy.
Particularly alarmed by the rapid increase in dental cavities due
to changing diets, the founder felt compelled to help people live
healthier lives. Beginning in 1913 with instruction on toothbrushing methods, he expanded into a wider range of endeavors,
including promotion of oral hygiene and opening a state-of-the-art
dental clinic. The company’s contributions to society continued togrow to an unprecedented scale. Today, The Lion Foundation
for Dental Health (Public Interest Incorporated Foundation)2

is a base for the company to continue addressing the challenges of
our times to promote preventive dentistry, extend life expectancy
through dental health, and more.
This book chronicles the history of Lion Corporation's oralhealth initiatives, and the ideas of those who worked to help
them succeed. Please read on to learn about this total oral
health care company’s spirit of commitment passed down
through the generations, and its leadership of Japan’s oral
health care movement.

May 2017
The Lion Foundation for Dental Health

Sadayoshi Fujishige, Chairman

3

Table of Contents
Preface

Contributing to society through business— The story of the founding of Lion

. Bad luck and good luck intertwined. Tomijiro Kobayashi & Company is founded. Man shall not live for greed. About 7 billion yen go to charitable institutions throughout Japan. There is life after death

6

Column: Lion's unique promotional activities ①

Chapter1

Next initiatives after charity coupons:
The second stage of social contributions— Activities to promote oral health begin 14. Major dietary changes required better oral hygiene. Everything started from a lecture. Oral health promotion by the Dental Association

Chapter2

Chapter

3

Contributing to the development of dental treatments— Dental treatment activities 20. The dawn of modern dentistry in Japan. A dental clinic for children in Japan. About 540,000 children treated over 12 years. Training Japan's first oral hygiene nurses. Activities by private businesses expand. Preventive dentistry starts ahead of its time
. Creating a world-leading dentistry center. Dental treatment evolves

Protecting children from tooth decay— Promoting oral health among schoolchildren 30. A 96% rate of tooth decay among children

Column: Lion's unique promotional activities ②. 10 years, 20,000 schools, 26 million people. Unique activities to capture the hearts of children. The national government's first oral health promotion. Mass Toothbrushing Drills continued even in wartime. Starting again from burnt ruins. Bringing smiles to a rebuilding city
. The long-awaited revival of The Schoolchildren's Mass Toothbrushing Drills

4Chapter

4

Oral health promotion expands from mothers
and children to workplaces and companies
42. Health fairs gain popularity. Oral health promotion activities arise after the war. Strong and beautiful like dandelions. Workplace dental consultations become popular. New initiatives for a new era

Column: Lion's unique promotional activities ③Chapter5Oral care in the future— The future envisioned by Lion52. Expanding into a nationwide movement. Improving quality of life with "Healthy mouth - Beautiful mouth"
School age: Developing important health habits during childhood
Adulthood: Campaign to strengthen awareness of periodontal disease /Periodontal disease can lead to bodily disease /The medical costs of treating periodontal disease
Old age: Aiming to extend life expectancy and health /Maintaining oral health through“Healthy mouth — Beautiful mouth” exercises

Column: The world-renowned Lion Foundation for Dental Health. Proposals for healthy habits at each stage of life
. Another topic: Preventive dentistry. Putting dental hygienists in charge of preventive dentistry. The Schoolchildren's Toothbrushing Tournament expands worldwide. Meeting the challenge of making information barrier-free. Working to extend healthy life expectancy

Column: Taking on the challenges of the next generation―The LDH Symposium
Column: LDH book fosters toothbrushing culture

Supporting the world in the prevention of periodontal disease /Medicinal toothbrushing system
The history of New Year seminars

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