Close
Southern Lion Sdn. Bhd. (“SL”) promoted products from its oral care brands to dental clinics in the city of Klang Valley. At these dental clinics, visitors were provided with samples of Systema brand products for adults and KODOMO brand products for children, along with educational pamphlets and fun educational activities. In 2023, 4,123 people participated in the annual event.
From March 9 to 11, 2023, at the Berjaya Times Square Hotel, SL presented KODOMO, its oral care brand for children, to pediatric dental professionals and dental health care providers, forging strong relationships.
On May 12, 2023, at Aloft Sentral in Kuala Lumpur, SL partnered with Malaysia Society of Periodontology (MSP) to conduct an oral care campaign to inform middle- and upper-income consumers on the importance of gum care. 100 people, mostly of working age between 25 and 45, attended the promotional events. Three roadshows were held in major malls, reaching 50,000 people.
SL organized a program to raise oral care awareness in Selangor, Perak during the Ramadan fasting period (May 2023). Targeting low- to middle-income families in Malaysia, samples were provided at sports plazas and food courts where people gather, with a total of 1,000 people participating.
SL collaborated with various dental academia and associations such as Universiti Sains Islam Malaysia (USIM), Universiti Malaya, Malaysian Dental Association (MDA), Nicotine Addiction Research and Collaboration Center (NARCC), etc for various awareness activities through 2023.
Educational pamphlets and product samples were distributed during these activities. A total of 2,420 people participated in these awareness activities.
From February 17 to 19, 2023, SL participated in the 30th MDA SCATE — Malaysian Dental Association Scientific Convention and Trade Exhibition, an exhibition organized by the Malaysian Dental Association.
Raising the oral care awareness of the people of Malaysia and instilling and establishing good oral care habits is very important. 1,592 participants and dental professionals visited the exhibition. Participating in exhibitions such as this is a great opportunity for SL. The company will continue to strengthen its partnerships with dental professionals and promote activities related to preventive dentistry.
The Lion Hygiene Program is a social contribution program established in 1998 by SL to promote good oral health habits in kindergartens and elementary schools throughout Malaysia. It is conducted throughout the year. The main objective of the program is to create awareness of the importance of maintaining good overall hygiene for better overall health. 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, thus renaming it the Lion Hygiene Program.
The program is conducted in a fun and interactive way to make it more interesting to children. It includes activities such as a storytelling session, a slideshow, tooth brushing demonstrations, tips on good dental habits and a basic handwashing steps. As a part of SL’s commitment to creating awareness of good overall hygiene, every child involved in the program receives a KODOMO goody bag with a toothbrush and toothpaste inside.
In 2023, the program was held from March to December, with 75,837 children participating. Total participants across Malaysia since the program started in 1998 number more than 1.22 million.
As a countermeasure against the spread of COVID-19, SL initiated an online oral and hand hygiene program aimed at kindergarteners aged 4 to 6. Children took part in the fun, interactive program, which included instruction on tooth brushing techniques and proper handwashing method. In 2023, SL enhanced the content making it even easier for children to understand, even when participating online.
From May to June 2023, the KODOMO Brand Team of Southern Lion’s marketing division distributed KODOMO brand oral care products and branded goods to children aged 3 to 6 at Government Pre Schools to raise awareness about the importance of regular toothbrushing habits from an early age. The program began with an online workshop for teachers.
After completing the workshop, teachers received KODOMO workbooks, teacher’s guides and posters as well as folders, samples and other materials provided by SL to distribute to the preschool children. Using these materials, the teachers then carried out the five-day tooth brushing instruction program. After the program ended, reports from the schools were collected. 25,000 children participated in the program, learning about oral care from their teachers.
SL conducted gum checks and distributed samples of Systema brand products and educational pamphlets to members of middle-class households between the ages of 35 and 49 in Selangor and Penang states during October and November 2023. 200 participants took part in the program.
As part of the company’s efforts to promote preventive dentistry,* SL has been conducting Oral Health Day once a year since 2018 to create awareness among internal staff of the importance of good oral hygiene and gum disease prevention.
On December 4 and 5, 2023, the event was held at SL’s headquarters in Johor Bahru in collaboration with the Oral Health Division of the Ministry of Health (MOH) under KP Kota Tinggi. Free dental check-ups and treatment were provided for SL Staff. 157 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 care by sharing information on good oral care and practical tooth brushing methods. In addition, Lion promotes good oral care habits by providing products that suit individuals’ specific oral care needs through retailers and other markets.
The Malaysian Dental Therapists’ Scientific Conference (MDTSC) was held June 24 and 25, 2022, at the Summit Hotel Subang USJ. This event is held every two years and SL participates as one of its major sponsors with the aim of strengthening its relationship with the Malaysian Dental Therapists Association (MDTA) and to introduce the Systema brand. The conference is a good opportunity to increase awareness of the Lion Dental Health Program and increase collaboration with the MDTA, as it welcomes dental professionals from all over Malaysia. A total of 550 dental therapists from across Malaysia attended this conference.
From August to September 2023, the KireiKirei Global Drawing My Bottle Sticker Drawing Contest was held at 18 elementary schools for first to fourth grade students. The contest was announced to school teachers as well as on the KireiKirei website and Facebook. After KireiKirei drawing stickers were distributed to participating elementary schools, students submit their drawn stickers to their homeroom teachers. Schools to shortlist top 5 entries per class. Five works from each school are then submitted for final judging, with SL awarding three prizes for excellence.
The contest’s judging criteria are as follows:
The contest was a success, receiving 1,041 submissions out of 9,800 entries.
On 24th October 2023, SL was invited to collaborate with Johor State Dental Department (Batu Pahat) for a program with young parents and toddlers.
SL conducted toothbrushing activities and demonstration of hand washing, accompanied with music and dance. The activity involved 850 toddlers and their parents.
On May 19, 2023, SL, in collaboration with Kota Tinggi Dental Clinic, Bandar Mas Dental Clinic, and MARA Professional College, conducted an awareness campaign in Kota Tinggi’s Kempas Menang Community. The event, with a target age range of 4 to 40 years old, was held at the Kempas Menang Community Hall in Kota Tinggi to raise hygiene awareness.
The 100 participants enjoyed the activity and learned more on basic hygiene habits.
The spread of COVID-19 has brought the importance of hand washing to the forefront of everyone’s mind.
From April to June and October to December of 2023, SL collaborated with the MOH and Bridges PR & Events Sdn. Bhd. to hold educational events for children aged 7 to 9 in Klang Valley, Selangor. Using KireiKirei products, these events taught children the proper steps of hand washing and encouraged voluntary hand washing habits. Approximately 47,500 children participated.
In 2023, SL together with Gov Dental Clinics, organized an activity at Sek Keb Tanah Abang to help indigenous children acquire good hygiene habits. The children enjoyed learning basic hygiene habits such as washing their hands as well as washing their hair and clipping their nails. A total of 950 indigenous children participated in this activity.
SL has been involved with health and hygiene awareness programs for refugee children since 2013. The activities have been conducted in cooperation with NGOs and the United Nations High Commissioner for Refugees (UNHCR) staff in Kuala Lumpur and Johor Bahru. The event has been cancelled since 2020 due to COVID-19.
On October 23, 2019, SL conducted a program with a school in Kota Tinggi District, Johor, to raise awareness of cleanliness and hygiene among Rohingya refugee students protected under the UNHCR.
In addition to the programs, employees from SL celebrated children’s birthdays with them and shared happy moments. All the children were given goody bags with SL products for general personal hygiene. 90 students aged 7 to 16 were taught basic hygiene and personal care, including good oral health habits and proper handwashing. About 660 children have participated since the program began.
On April 6, 2022, SL began greening its grounds and growing herbs and vegetables to promote the physical and mental health of its employees as well as the beautification of the environment. A total of 10 employees are participating in the project, which involves:
From June 15 to 22, 2022, a campaign was held in SL’s cafeteria to raise employee awareness of recycling with the aim of achieving zero waste. Employees also brought in items they no longer use at home to turn them into gifts for those in need. During the campaign, 200 employees visited the cafeteria, raising environmental awareness.
To raise employees’ awareness of the need to protect the global environment, SL has declared November 27 as its very own “Environmental Day.” In 2022, however, the activity was cancelled due to COVID-19.
In 2020, three initiatives were implemented to promote the 3Rs (reduce, reuse, recycle) and raise employee’s awareness and interest in environmental issues by having them experience the importance of growing and eating healthy foods by themselves.
Employees collected recyclable materials, such as books, paper, plastic and aluminum from their homes.
Employees brought used cooking oil from home and tried their hand at reusing it to make soap.
Plots of land were used to plant salad vegetables and herbs.
400 employees participated in this activity.
To fulfill its corporate social responsibility, SL, as a hygiene product manufacturer, actively engaged in social contribution activities, such as in-kind donations of hygiene-related products sold by the company.
| Date | November 1, 2023 |
|---|---|
| Outside collaborators | SK Kangka Tebrau |
| Donations | Provided Smart TVs for elementary school students from 6 to 12 years old. |
| Details | In collaboration with school management, SL worked to create a condusive education environment for elementary school students ages 6 to 12 in SK Kangka Tebrau on November 1, 2023. Smart TVs were installed so that elementary school students, teachers, and parents in the community could watch sanitary education content and sports programs as well as participate in fun activities. SL employees also participated in this activity, interacting with 700 participants. |
| Date | April 11, 2023 |
|---|---|
| Outside collaborators | SK Kangka Tebrau |
| Donations | 150 sets of daily necessities to prepare for Eid (Hari Raya Aidilfitri) |
| Details | SL donated 150 sets of daily necessities for families with children between 4 and 12 years old in the B1 category among B40* level residents in collaboration with SK Kangka Tebrau.
* The B40 category represents the bottom 40% of household income in Malaysia and consists of 3.16 million households with income below RM5,250. (as of December 31, 2023) |
| Date | October 24, 2023 |
|---|---|
| Outside collaborators | Sek Keb Kangka Tebrau |
| Donations | Cleanup of flooded school using SL products |
| Details | SL employees joined the children and their teachers in a cleanup activity around a flooded elementary school, using SL products. In total, 770 participants, including SL employees, students and teachers, took part in the activity. |
| Date | December 16, 2022 |
|---|---|
| Outside collaborators | Malaysian Red Crescent Society |
| Donations | Provided essential cleanliness and hygiene supplies during floods |
| Details | Provided 2,000 flood victims and volunteers with essential cleanliness and hygiene products in the affected areas |
| Date | September – November 2022 |
|---|---|
| Outside collaborators | Yayasan Sukarelawan Siswa (NGO) |
| Donations | Educated children in rural communities on tooth brushing techniques |
| Details | Worked with volunteers to provide dental check-ups and tooth brushing instruction to 1,200 children between the ages of 4 and 12 in rural Sabah to spread awareness about dental hygiene |
