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Lion was established in 1891, which is one of the largest manufacturers of consumer goods in Japan. It produces a wide range of products, including oral care products, personal care products, healthy food, non-prescription drugs and etc. Over the years, Lion has endeavoured to strike a balance between "health, clean and the environment", hoping to create a better life experience for the consumers. "Life.love." is the philosophy that Lion has been upholding. It wishes to offer goods that are conducive to physical and mental health, and good for improving the living environment, thus helping people "cherish every day"and enjoy every moment in life.