PURPOSE

Make a difference in everyday lives by redesigning habits: ReDesign

BELIEFS

Our beliefs guide all that we do—our thinking, our actions and our decisions—as we strive to implement our purpose in an ever more diverse world. Based on these beliefs, all of us at Lion strive to find new ways to improve everyday living, bringing passion and professionalism to our work.

The customer determines the value

New habits are valuable only when people make them their own. If society doesn’t see the value in a new idea, there is always a reason why. We must ask ourselves, Is the idea really helpful for better living? In adjusting it to be more practical, have we lost its essence? Is the idea competitive enough to stand out? Will society still need it in the future? Being chosen by customers is essential to making a difference in everyday life. “The customer determines the value” is the business perspective Lion values most.

Believe in yourself and be productive

There is value in being “just ordinary.” Our most ordinary feelings, tastes, and thoughts are those that resonate most broadly. Listen to your heart and take the initiative, moving forward with courage and humility. When one person’s enthusiasm for an idea spreads to others— that is how we create new habits. Life is too short to do only what others ask of us. Lion values a culture that tolerates failure and celebrates effort.

Speed makes the difference

Better habits can support physical and mental health, so spreading them quickly matters. We squarely face the problem to be solved and strive to find high-quality solutions in less time. Don’t rush forward blindly; rather, question convention to find the way forward. Avoid getting bogged down in planning; just give it a try and quickly adjust to get closer and closer to the answer. A true professional not only does good work but does it quickly. In this time of change, we at Lion believe that we cannot make a difference by arriving on the scene late.

Interact and inspire to create

No ingredient can react with itself to form something new. The same goes for people. True breakthroughs happen when individuals offering different ingredients— skills, knowledge, and perspectives— come together under a single goal. At Lion, we always strive for open discussion, regardless of position or age, department or country, and actively work with external partners to develop more creative solutions.

Change moves us forward

The world is changing and changing fast. As technology, lifestyles, and society change at a dizzying pace, the appearance of new players can transform markets at any moment. In uncertain and unpredictable times, we must always consider multiple future scenarios and react flexibly. Change can be scary, but it can also be fun. A changing environment is an opportunity to evolve. Since our founding, we have constantly striven to forge new paths in the face of challenges. The courage to change drives Lion’s growth.