CEO Message

The Kao Group’s Purpose is “To realize a Kirei world in which all life lives in harmony.” Guided by this Purpose, we pursue creation and innovation to enrich people’s lives, contribute to society, and help build a more fulfilling and sustainable future.
What we value most is Yoki-Monozukuri, our commitment to creating products and services that enrich people’s lives by staying close to consumers. This commitment has been deeply rooted in Kao since our founding. Drawing on distinctive technologies developed through essential research, we have addressed the challenges faced by our customers and created value indispensable to people’s lives and society.

Today, under our Global Sharp Top strategy, we view the world as our market and continue to sharpen the distinctive strengths of our products and services. We are evolving our approach to value creation, from delivering a consistent level of satisfaction to a broad range of users to responding deeply to the needs of specific customers and providing a higher level of satisfaction. We aim to create products that become indispensable to someone, somewhere in the world, products that make them feel, “I am truly glad this exists.” To achieve this, we are enhancing the quality of our products and services and deepening our bonds with consumers.

To this end, we place particular importance on Social Significance, meaning the issues and needs that become increasingly important and necessary as society changes. By leveraging our Exclusive Uniqueness, the distinctive technologies and insights that form Kao’s competitive advantage, we will create sharp, differentiated solutions and concentrate our efforts on the regions and business domains where we can contribute most. Through Yoki-Monozukuri, we will create one-of-a-kind value and strive to become a company that is indispensable to a sustainable society.

It is the power of our people that will make this possible. With greater speed than ever, we will bring together the strength of our people to advance Yoki-Monozukuri through creation and innovation. Kao will continue its shift from growth in quantity to quality of growth through higher-value creation, moving with confidence toward the next stage.

Together with our stakeholders, we will continue working toward a Kirei world in which all life lives in harmony. United across the Kao Group, we remain committed to innovation for today and tomorrow.
We sincerely appreciate your continued support.