Promotion of multi-category business expansion
Our overseas Home & Personal Care business has progressively expanded its footprint since the establishment of a local subsidiary in Thailand in 2011. In 2020, we achieved a significant increase in scale by acquiring SanteL, a long-standing Brazilian manufacturer of hygiene products. Designated as a key growth driver for our company, the overseas Home & Personal Care segment continues to accelerate its global expansion.
China
Baby care
In addition to the declining birthrate, the rise of local manufacturers has intensified competition as thin absorbent cores using superabsorbent polymers (SAP sheets) have become widely adopted. Under these circumstances, our company leverages OEM partnerships to offer SAP sheet products enhanced with our unique features.
Feminine care
Since entering the feminine care market in 2022, our brand has been highly recognized for its positioning that prioritizes quality, steadily increasing its market share. We continue to implement in-store promotions, an area of our expertise, which has accelerated brand awareness and the acquisition of new customers.
Thailand and Indonesia
Baby care
In Thailand’s diaper market, despite the decline in birth rates, consumer preference for quality has continued to strengthen. In response, we are accelerating the development of high value-added products tailored to regional characteristics—such as softness and absorbency—and reinforcing our presence in the premium segment.
Feminine care
We offer high value-added products that accurately capture consumer needs and market trends. By continuing to strengthen our product development capabilities, we aim to achieve further growth.
Brazil
Household paper
Hygiene brands such as “Personal” have become deeply rooted in local communities and maintain a high level of customer loyalty.
Baby Care and Feminine Care
Leveraging our product development capabilities in Japan, we are introducing and nurturing high value-added products such as pants-type baby diapers.
