CEO Message

The Kao Group has set forth its Purpose as “to realize a world in which all life lives in harmony.” We aim to create a Kirei life for people, society, and the planet through creation and innovation, building a future where all life enjoys more fulfilling and enriched lives. We value “Yoki-Monozukuri” which is our approach of staying close to consumers while creating products and services that enrich their lives. This has been a deeply rooted value within Kao since its founding. With our unique technologies developed through pursuing Essential Research, we have resolved customer concerns by creating indispensable products or, in other words, creating value.

Through the “Global Sharp Top” strategy, we view the entire world as our market and aim to earn consumer loyalty by refining the distinct strengths of our products and services. We are evolving our approach to manufacturing from creating value that delivers general satisfaction to all users to creating value with a sharper focus on specific customers, in order to achieve deeper satisfaction. To be the one and only company in the world to provide sharp value proposals that customers wholeheartedly support, we will continue to enhance the quality of our products and services and deepen our bonds with consumers.

In the face of the challenging external environment factors such as the multipolarity and fragmentation of the international society with growing geopolitical risks, price hikes due to soaring raw material prices, the Global Sharp Top strategy sharpens our focus on areas where Kao is a distinctive market leader today while aiming to achieve greater global recognition. By emphasizing our ESG perspective and our vision, “Sustainability as the only path,” we strive to push scientific boundaries to create uniquely valuable solutions with social significance to drive long-term success on a global scale.

Achieving these goals relies on the power of people. We will unite the strengths of our employees and swiftly evolve Yoki-Monozukuri from an ESG perspective fueled by creativity and innovation. Moving forward, we will boldly pursue our path of development by showing the transition from an economy of quantity to an economy of quality as the future direction of the world.

Together with our stakeholders, we will continue to strive to “realize a world in which all life lives in harmony” through constant innovation as one united company.