The initiative complements the priorities of Lion’s medium-term management plan, launched last year, to accelerate its oral healthcare business and encourage people in Japan and across Asia to take care of their oral health. Lion aims to expand oral health promotion initiatives through FDI’s international network, working with dental professionals and healthcare organisations, particularly across Asia. The new partnership builds on Lion’s previous collaboration with FDI, including its participation as a diamond exhibition sponsor at the 2025 FDI World Dental Congress and its endorsement of the FDI Tobacco Cessation project.

World Oral Health Day

FDI collaborates with the World Health Organization and others on global oral health policy and advocacy. Its public awareness activities include World Oral Health Day, which was first declared in 2007. Observed annually on 20 March, World Oral Health Day engages individuals, schools, oral healthcare professionals and policymakers in raising awareness and taking action to improve oral health worldwide.

“As we launch Generation Smile, our new three-year World Oral Health Day campaign, we are delighted to welcome Lion Corp. as a global partner. Its long-standing work to advance prevention and positive oral health behaviours across Asia strongly aligns with FDI’s mission. Together, we can take this message further, inspiring people everywhere to make their oral health a priority and advancing better health and well-being for all,” said FDI President Dr Nikolai Sharkov.

Lion has a history of more than 130 years and manufactures household products and pharmaceuticals alongside its personal care products. This year, the company joined the International Association for Dental, Oral, and Craniofacial Research at its President’s Circle level, the highest tier of corporate membership. More information about Lion Corp. can be found on the company’s website.

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