Accelerating the Spread of Immune Care Awareness and Action Building a Foundation of Health for People

Health needs are growing more and more due to the COVID-19 pandemic. In a survey conducted by Kirin Holdings in 2023, the number of people answering “I want to become healthy from the inside” and “I want to protect my health” had grown compared to before the pandemic. Additionally, the increase in social security payments resulting from the aging population has created financial concerns and extending the healthy life expectancy could be labelled an urgent issue for the government.

Considering these circumstances, we believe that maintaining immunity as a daily, healthy habit will build the foundation of human’s innate health. In May 2023, we launched the Genki na Meneki (immune care) Project, a public-private partnership project that shares the importance of immune care throughout Japan, so that children and adults can live healthy lives. We are currently receiving support from 26 corporations, 1 association, and 4 local governments and are working together with Chico-chan from NHK’s “Chico-chan ni shikarareru!” (Chico will scold you!) to spread awareness. As an initiative with local governments, we held an examination event using simple immunity test kits in Odawara City and Minamiashigara City in Kanagawa Prefecture. Additionally, we have continually held classes on immunity for elementary school students nationwide since 2022. So far, we have taught the classes to more than 20,000 people and are working to improve awareness of households, including guardians.

Furthermore, as part of our global development, we launched Kirin iMuse, a Lactococcus lactis strain plasma (LC-Plasma)-infused beverage, in Vietnam. Due to Vietnam being a society with high health risks, the interest and concern of guardians in the development and growth of children is high and the number of people performing daily immune care is growing.

The awareness of the word “immune care” has risen to more than 75% here in Japan, an all-time high (results in 2023),^*1 and its permeation continues to be steady. The immune care market is expanding, and the sales of the LC-Plasma series in 2023 grew approximately 40% year on year, achieving our goal of 20 billion yen in sales. Additionally, through collaborations with partner corporations, the number of LC-Plasma-infused foods with functional claims grew to 59 products^*2 from 16 companies. The renewed method of advertising for LC-Plasma was also successful, and the sales of Kirin Oishii Immune Care grew significantly throughout the year after being launched in March 2023.

A strength of the Kirin Group is our capabilities in fermentation and biotechnology research and development. Our unique LC-Plasma was born from more the 35 years of research on immunity, and it was the first to be registered in Japan as a food with immunity function claims. The effects of LC-Plasma have been proven through the results of lots of research, generating trust that contributes to business expansion. Additionally, the ability to immediately permeate the market through familiar beverages, yogurt, and supplements by leveraging our safe, secure, and high-quality brand image and our wide range of customer contacts and sales channels is a strength. As LC-Plasma can be provided in a multitude of forms, we are able to provide it outside of the Group to effectively and quickly expand its value.

Kirin Group’s Health Science business is still in its growth period, but we will realize a future in which the new healthy habit of immune care becomes commonplace. Moreover, beginning with LC-Plasma, we will provide products backed by solid evidence, resolve health issues through public-private cooperation, and contribute to helping people feel the joy of living to be 100 years old and to the realization of fulfilled lives.

1. According to Kirin Holdings Company, Limited (December 2023)
2. Numbers include Kirin Group products and are as of the end of December 2023

*Stated information as at the date it is made