Staying Close to People's Physical and Mental Health. Kirin's challenge to pioneer the future with new businesses
Kirin aims to "help customers develop physical and mental health", in other words, to realize wellbeing, based on the three business domains of Food & Beverages, Pharmaceuticals, and Health & Well-being.
In today's uncertain and rapidly changing times, in order to realize the wellbeing of our customers five to ten years into the future, we have launched initiatives not only to improve the value of our existing products and services, but also to develop new businesses and start new ones internally, with an eye to the future.
When it comes to new businesses that start from the thoughts of our employees, the enthusiasm and ideas of each and every one of them are required. New products and services that combine technology to solve as many social issues as possible are being introduced one after another.
Solving various social issues through Technology × Health Science
The evolution of technology has changed our lives and markets dramatically. We believe that the Health Science domain in which Kirin operates will be able to contribute more and more to the wellbeing of our customers in the future by combining it with various technologies.
Against this backdrop, Kirin is engaged in new business development to keep up with the ever-changing and evolving needs of the public and to create products and services that meet them.
One specific initiative is the Kirin Business Challenge, an in-house program that solicits business ideas from employees and supports new business development. The program is open to any employee of the Kirin Group in Japan, and supports employees who raise their hands to realize new business ideas that aim to create innovations for the next stage of growth.
In the new businesses that emerge from this program, we value the process. Instead of just ending with the development and launch of a service or product, we firmly observe customer response, identify initiatives that are needed in the world, and nurture the business, as a matter of course.
Various new businesses that Kirin is working on
Currently, not only the initiatives triggered by the Kirin Business Challenge program, but also new businesses born from new ideas are being launched one after another, and a wide variety of services are being introduced to the world. Underlying all of our businesses is our desire to "help customers develop physical and mental health."
New Business Example 1: GOLD EXPERIENCE, a service that provides a value-added supplement experience for training gym users.
GOLD EXPERIENCE is a supplement business that provides a new nutritional experience for people who are physically active, including those who work out.
We sell our all-in-one supplement products at Gold's Gym, a major fitness gym, and on Amazon.
New Business Example 2: MicroBio Me, Kirin's first intestinal bacteria testing service
Kirin has launched MicroBio Me, an intestinal bacteria testing service that claims to be the most detailed intestinal bacteria test* in Japan. The service tests intestinal bacteria like a health checkup or a genetic test, and based on the results, customers can receive advice tailored to their individual intestinal bacteria.
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*Among the tests that comprehensively measure intestinal bacteria, shotgun metagenomic analysis is used, which can measure bacteria down to the species and strain level, the most detailed taxonomic class of bacteria. (Based on research by Cowellnex, November 2024, excluding research applications)
New Business Example 3: YoKIRIN, a service that helps fans support the health of animation creators
YoKIRIN is a service created to support the health of creators involved in animation production. Fans can join for as little as 2,200 yen per month, and by using the collected membership fee the system provides health-related products and services to creators. For fans who participate, special contents that can only be found here are offered in return, such as behind-the-scenes information about the production and interviews with the creators.
