Kao (China) Holding Co., Ltd., a China-based group company of Kao Corporation, and the Center for Environmental Education and Communications (CEEC) of China's Ministry of Environmental Protection are conducting a joint promotion of "China's nationwide cleanliness and water-saving initiatives." Now into its sixth consecutive year since its start in 2012, the project has engaged with a total of over 330,000 citizens and students in its five years of activities.
The opening ceremony for this year's joint promotion campaign was held in Guangzhou on March 18 and attended by several hundred people including Associate Director-General He Jia zhen of CEEC, government officials such as from the Guangdong Environmental Protection Department, Guangdong Province Environmental Protection Publicity and Education Center, and Bureau of Environmental Protection of Guangzhou Municipality, President and CEO Minoru Nakanishi of Kao (China) Holding Co., Ltd., related parties from the Kao Group, student representatives from schools doing related volunteer work, and local residents.
China's cleanliness and water-saving campaign, held every year since its launch in 2012, encourages people in China to "Save 10,000 liters of water annually per household." In China, the scarcity of water resources is considered a serious social problem. Against such a backdrop, the Chinese government wants to raise public awareness on the significance of water conservation. Kao is also promoting ecological activities involving consumers in China, for example, by marketing a water-saving laundry detergent in China. The intentions of CEEC and Kao have been aligned, resulting in their joint promotion of water conservation for six consecutive years.
At the Guangzhou venue where the opening ceremony was held on March 18, various events were held over two days (until March 19) that focused on the importance of water-saving activities and water resources. Visitors were able to enjoy panel displays of water-saving information, participate in "fun to learn" games about water, view an exhibit of award-winning works from the Kao International Environment Painting Contest for Children, and observe demonstrations of Kao's water-saving laundry detergent that are marketed in China.
From the end of March, universities in China are holding events aimed at encouraging people to become aware of the significance of water conservation. In June, an event will take place where each university will report on its activities. The university project has been ongoing since 2015, and, this year, the geographical area is planned for expansion to include more than 50 campuses.
Since the announcement of the "Kao Environmental Statement" in 2009, Kao has promoted environmental conservation activities to save water and energy under the banner of "eco together," which is conducted together with Kao customers. The initiatives of "eco together" are not only important for Kao's product design and manufacturing processes, but are also included in the processes Kao customers undertake when using Kao products. In autumn 2010, Kao launched a laundry detergent in China that can contribute to water conservation by minimizing the rinse time and the number of rinse cycles. A calculation was made of the water-saving effects of this detergent based on consumer research data collected by Kao in the urban areas of Beijing and Shanghai. It was found that using this detergent in a washing machine with a "single rinse" function can save about 10,000 liters of washing water annually per household.
Kao will continue to engage in a wide range of initiatives to fulfill its social responsibilities through dialogue with consumers and other diverse stakeholders.
Kao creates high-value-added products that enrich the lives of consumers around the world. Through its portfolio of over 20 leading brands such as Attack, Bioré, Goldwell, Jergens, John Frieda, Kanebo, Laurier, Merries and Molton Brown, Kao is part of the everyday lives of people in Asia, Oceania, North America and Europe. Combined with its chemical division, which contributes to a wide range of industries, Kao generates about 1,500 billion yen in annual sales. Kao employs about 33,000 people worldwide and has 130 years of history in innovation.
Please visit the Kao Group website for updated information.
Corporate Communications Department