Lion Corp (Lion) is primarily engaged in the manufacture and sale of consumer products, including oral healthcare, beauty care, fabric care, living care, and pharmaceuticals. It manufactures and sells toothpastes, soaps, skin and hair care products, toothbrushes, detergents, pharmaceuticals and cooking related products. Lion markets its products under the brands name of SYSTEMA Haguki Plus, NONIO Plus Whitening, and OCH-TUNE. The company serves industries such as healthcare, beauty, fabric care, household cleaning, and pharmaceuticals.

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Lion has undertaken several R&D initiatives focused on enhancing consumer lifestyles and addressing social issues. The company has identified priority areas by backcasting from its vision of "future lifestyles," based on a framework of seven basic technologies and five core technologies. These initiatives include separating development research and basic research to accelerate business growth and R&D. Development research aims to link technology to earnings by shortening lead times for product launches, while basic research anticipates consumer insights and social issues from a medium- to long-term perspective, realizing technological innovation and creating unique value. The company is also focusing on strengthening the development of new technologies that support sustainable growth, with R&D bases in Japan and Shanghai leading the deepening and innovation of core technologies. Additionally, Lion Corporation is expanding its capabilities through open innovation with external partners to continuously create advanced technologies, products, and services. The R&D units of Lion include Basic Technology Research, Product Development Research, and Production Engineering Research. Basic Technology Research focuses on the fundamental technologies that underlie all of the company's businesses, while Product Development Research is responsible for creating products and services that lead to better living habits. Production Engineering Research supports the provision of high-quality products through advanced manufacturing technology. The company has R&D centers in Japan and Shanghai, which lead the development and innovation of core technologies. In FY2025, the company incurred expenses of JPY11,915 million on R&D, which, as a percentage of revenue, stood at 2.8%.