Lion

Basic Information

Stock Code
4912
Industry
Chemicals
Category Detail
Daily Necessities & Household Products
Prefecture
Tokyo
Establishment Year
September 1918
Listing Year
May 1949
Official Website
https://www.lion.co.jp/
TSE Information
TSE Information
Yahoo! Finance
Yahoo! Finance
Other Companies
Meiji HD, Kikkoman, Kao, I-ne, Este, Kobayashi Pharmaceutical

Overview

Lion Corporation, founded in 1918, is a leading Japanese manufacturer of daily necessities, boasting high brand power centered on toothpaste, as well as in detergents, cosmetics, and pharmaceuticals.

Current Situation

Lion achieved solid performance in the fiscal year ending December 2024, with consolidated sales of 412.9 billion yen, operating profit of 28.3 billion yen, and net profit of 24.1 billion yen. Its flagship toothpaste holds a high market share in Japan, with active expansion into detergents, chemicals, and pharmaceuticals. In recent years, its overseas business centered on Southeast Asia has been strong, accelerating overseas market expansion. In technological innovation, it developed powdered kitchen detergent Lipon F and liquid Lipon F, and has expanded into functional indicated foods and mail-order business. In sustainability, it is promoting reuse of waste materials and fully transitioning to CMs with Japanese subtitles, among other initiatives. Toward 2030, it aims to further enhance product functionality and environmental considerations, strengthening brand competitiveness domestically and internationally. Amid intensifying competition with rivals like Kao and Kobayashi Pharmaceutical, it will focus on new technology development and market expansion.

Trivia

Interesting Facts

  • Developed the world's first powdered kitchen detergent 'Lipon F.'
  • Corporate slogan 'Love Today.' was set in 2012.
  • Formerly sponsored the professional baseball team 'Lion Army.'
  • Corporate mascot 'Lion-chan' was established in 1983.
  • New headquarters in Tokyo's Kuramae grand opened in 2023.
  • First to fully introduce Japanese subtitled CMs on TV.
  • Founder Tomijiro Kobayashi's philosophy was 'Work useful for people and the world.'
  • 'NO17' is a hidden trademark readable when the logo is upside down.
  • Insecticide brand 'Balsan' was sold once, re-entered, and transferred again.
  • Mail-order functional indicated foods business was transferred to Nissin Foods.
  • Many famous actors and voice actors have been cast in TV CM characters.
  • Has maintained a solid share in Japan's daily goods industry for many years.
  • Overseas, operates numerous subsidiaries mainly in Korea and Southeast Asia.
  • Actively develops and sells elderly nursing products and pharmaceuticals.
  • Long-term sponsorship and collaboration with numerous Japanese TV programs.

Hidden Connections

  • Deep ties to cosmetics industry, including founding predecessor of Cow Brand Soap Cooperative during founder Tomijiro Kobayashi store era.
  • Same name but unrelated to Lion Office Machines or Lion Air (airline).
  • No capital or relational ties to former pro baseball team Nishitetsu Lions; cooperated on promotion.
  • Insecticide Balsan brand was transferred to Reckitt Benckiser for a period.
  • Bufferin and Excedrin trademarks acquired solely after joint venture with Bristol-Myers Squibb.
  • Deploys unique spot CMs and mini-programs on local stations, collaborating with communities.
  • Has track record of introducing Japan's first closed-captioned (subtitled) TV CMs.
  • Raised awareness by displaying Lion Toothpaste neon sign on first Tsutenkaku.

Future Outlook

Growth Drivers

  • Increasing demand for functional indicated foods in domestic and Southeast Asia markets.
  • High-quality enhancement and differentiation of oral care products.
  • Expansion of focus on environmentally friendly products and sustainability.
  • Growth in digital marketing and mail-order channels.
  • Brand value improvement and market expansion in pharmaceuticals.
  • New revenue sources from expanding pet supplies market.
  • Innovative chemical product development and production efficiency improvement.
  • New product development backed by rising health and beauty trends.
  • Optimization of global management resources and strengthened overseas expansion.
  • Product and service development responding to diverse customer needs.
  • Sustained strengthening of social responsibility and corporate ethics.
  • New business creation through data utilization.

Strategic Goals

  • Maintain and expand domestic market share over 30% in major products.
  • Achieve overseas sales ratio of over 40%, centered on Southeast Asia.
  • Reduce plastic packaging in products by over 50%.
  • Make all TV CMs subtitled to improve accessibility.
  • Raise functional foods sales to 20% of total business.
  • Strengthen R&D with annual investment over 10 billion yen.
  • Achieve over 30% reduction in CO2 emissions.
  • New business sales over 50 billion yen.
  • Double environmental conservation and health support activities for local communities.
  • Strengthen diversity and inclusion as core corporate culture.

Business Segments

Products for Hospitals and Medical Institutions

Overview
Provides reliable pharmaceuticals and hygiene products for medical institutions.
Competitiveness
Product lineup specialized for medical field and high safety standards
Customers
  • Hospitals
  • Clinics
  • Drugstores
  • Pharmaceutical wholesalers
Products
  • Over-the-counter drugs
  • Topical analgesic anti-inflammatories
  • Functional indicated foods
  • Hygiene products

Products for Nursing Care and Welfare Facilities

Overview
Provides hygiene and deodorizing products tailored to nursing site needs.
Competitiveness
Expertise in elderly products and market development capabilities
Customers
  • Nursing facilities
  • Elderly welfare facilities
  • In-home nursing services
  • Nursing supply stores
Products
  • Nursing hygiene products
  • Deodorizers
  • Hygiene management products

Industrial Detergents & Cleaning Supplies

Overview
Offers a variety of products for industrial cleaning needs.
Competitiveness
Balance of high cleaning performance and environmentally friendly products
Customers
  • Hotels
  • Restaurants
  • Commercial facilities
  • Cleaning companies
Products
  • Industrial kitchen detergents
  • Cleaners
  • Deodorizers
  • Disinfectants

Support for Retailers and Distributors

Overview
Provides sales promotion and in-store management services for retail support.
Competitiveness
Sales efficiency improvement through collaboration with partner companies
Customers
  • Retail stores
  • Drugstores
  • Supermarkets
  • Mail-order companies
Products
  • Sales promotion services
  • In-store maintenance
  • Marketing support

Chemical Raw Materials & Surfactants

Overview
Provides high-quality chemical raw materials for various industries.
Competitiveness
Technological expertise and know-how in stable supply
Customers
  • Chemical manufacturers
  • Industrial manufacturers
  • Automotive-related companies
  • Cosmetics manufacturers
Products
  • Surfactants
  • Industrial oils
  • Chemical intermediates

Functional Foods & Health Foods OEM

Overview
Supports development and manufacturing of functional foods for health trends.
Competitiveness
Strong R&D capabilities and quality control systems
Customers
  • Health food manufacturers
  • Functional indicated food companies
  • Drugstores
  • Mail-order businesses
Products
  • Functional indicated foods
  • Health supplements
  • Nutritional support products

Overseas Market Business

Overview
Focuses on overseas market development, providing products tailored to local needs.
Competitiveness
Regionally attuned marketing and sales network
Customers
  • Southeast Asia retailers
  • Local agents
  • Cosmetics & daily goods markets
Products
  • Toiletries
  • Detergents & toothpaste products
  • Cosmetics

Competitive Advantage

Strengths

  • Over 100 years of tradition and trusted brand power
  • Top-class oral care technology in Japan
  • Diverse product lineup
  • High-performance and environmentally friendly product development capabilities
  • Extensive domestic and international sales network
  • Management system emphasizing sustainability
  • Stable financial base and capital strength
  • Strong R&D and innovation capabilities
  • Effective advertising and marketing strategies
  • Adaptability to diverse customer segments
  • Active expansion into health and functional foods
  • Drive for overseas market expansion
  • Solid B2B business foundation
  • Collaboration and contributions to local communities
  • Increased recognition through TV and radio sponsored programs

Competitive Advantages

  • Top-class share in toothpaste quality and track record
  • Pioneering expansion in functional indicated foods and mail-order business
  • Top-class detergent technology and development capabilities domestically and internationally
  • Established diverse sales channels and promotion systems
  • High corporate recognition through brand characters and advertising strategies
  • Global expansion via strengthened overseas bases in Southeast Asia etc.
  • Risk diversification through diversified business
  • Product development and management stance based on sustainability
  • Continuous renewal and expansion of proven product lines
  • Provision of products and services achieving high customer satisfaction
  • Maintenance and innovation of proprietary technologies via in-house labs
  • Partnerships across industries and supply chain building
  • Adaptation to market needs with subtitled TV CMs
  • Regulatory compliance and flexible strategies in functional foods
  • Active investment and resource allocation to new fields and markets

Threats

  • Strong competitors like Kao and Kobayashi Pharmaceutical
  • Stricter regulations on health foods and functional indicated foods
  • Risks from diversifying and changing consumer needs
  • Local competitors and political risks in overseas markets
  • Fluctuations and rises in raw material prices and logistics costs
  • International tightening of sustainability standards
  • Intensifying competition in digital advertising
  • Impact of domestic market shrinkage due to population decline
  • Uncertainty in global economic conditions
  • Risks of patent and intellectual property infringement
  • Emergence of new companies and substitute products
  • Production and distribution risks from natural disasters

Innovations

2024: Business restructuring via partial transfer of mail-order business

Overview
Transferred and split off mail-order functional indicated foods business to Nissin Foods to improve business efficiency.
Impact
Contributes to concentration of business resources and improved earnings structure

2024: Transfer of rights to pharmaceutical brand 'Harix'

Overview
Transferred trademark and manufacturing/marketing rights of topical analgesic anti-inflammatory 'Harix' to Teikoku Seiyaku.
Impact
Achieves rebuilding of earnings base through review of pharmaceutical business

2024: Strengthening R&D of nutritional supplement functional foods

Overview
Accelerates new product development by advancing research on functional foods for health trends.
Impact
Contributes to improved market competitiveness and increased customer satisfaction

Sustainability

  • Promotion of used toothbrush recycling
  • Reduction and reuse of plastic packaging
  • Factory energy conservation and environmental load reduction activities
  • Expansion of eco-design in products
  • Full transition to Japanese subtitled CMs
  • Environmental education support programs for local communities
  • Proper waste management and reduction
  • Promotion of sustainable raw material procurement
  • Expansion of renewable energy introduction
  • Workplace improvement and diversity promotion