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.

In 2023, we introduced a new “Global Sharp Top” strategy. We view the entire world as our market, garnering consumer loyalty by refining the characteristics of our products and services. We are evolving manufacturing from value creation that provides a certain level of satisfaction to anyone who uses our products, to value creation with a strong focus on certain customers, thereby striving for an elevated level of 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.

Amid 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 movement towards decarbonization and environmental conservation to create a sustainable society is becoming even more critical. Emphasizing our ESG perspective and our vision, “Sustainability as the only path,” we are moving forward as a company that protects future lives and cherishes the connection between people and society as well as the vibrant connections between people.

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. We aim to become an essential company in a sustainable world, walking the right path by showing the world how to transition from an economy of quantity to an economy of quality.

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.