Babies born prematurely, babies with low birthweights, and babies born with medical conditions that require special treatment. Pigeon’s Tiny Birth Cry Support Project is designed to help these babies, in the hope that every family can experience peace of mind and happiness.

Pigeon, aiming to support babies born prematurely and their families beyond the boundaries of government, local communities, and corporations, co-hosted an awareness event for World Prematurity Day aimed at creating a warm society supporting babies born small and their families with the Japanese Organization for NICU Families (JOIN) on November 17, World Prematurity Day. The event included a video message from the Governor of Tokyo, a talk by a healthcare professional on the importance of understanding and supporting premature babies and their families, and exhibitions such as a community-created message board and a photo display of premature babies. These activities offered attendees an opportunity to learn about and reflect on premature babies and their families.

As part of our activities for babies and families in need of specialized care, we support human milk banks* in Japan, China, India, Indonesia, Vietnam, and elsewhere. In Japan, we carried out a full renovation of the Nihonbashi Human Milk Bank on the first floor of Pigeonʼs headquarters in 2024, doubling the area of the treatment room used for pasteurizing donated breast milk. In addition, a state-of-the-art pasteurizer purchased through a crowdfunding campaign conducted by the Japan Human Milk Bank Association in the autumn of 2023 was installed, roughly tripling the milk bankʼs pasteurization capacity. A commemorative ceremony was held to mark the full renovation and new equipment installation, attended by 42 persons from 24 media outlets. The event was widely covered on TV, in newspapers, and online, contributing to increased public awareness of human milk banks. In Indonesia, we supported the establishment of the countryʼs first human milk bank at RSCM, one of the largest national hospitals in Indonesia, and held an opening ceremony in December 2024. The Pigeon Group will continue promoting human milk bank initiatives to help address social issues surrounding
babies and their families while enhancing corporate value.

* These facilities collect breast milk donations, pasteurize them at low heat for safety, and provide the breast milk to premature babies and babies with very low birthweight (less than 1,500 g at birth) whose mothers are unable to provide enough breast milk themselves (based on criteria established in Japan).

The Pigeon Group engages in activities to support babies with a cleft lip and/or palate* in various parts of the world, including China, Singapore, Indonesia, Thailand, and Malaysia. In 2023, we conducted a campaign in China in collaboration with the nonprofi t organization Operation Smile to raise awareness about cleft lips and/or palates and to raise funds for surgical costs. Ten employees participated in this campaign. In addition, employees from Pigeon Singapore Pte. Ltd. volunteered to participate in a charity event called “#Fitness4Smiles,” where teams took turns cycling in a relay format. Donations were made corresponding to the total kilometers ridden by a team. The six teams, consisting of 18 members from Pigeon Singapore, collected approximately ¥500,000 in support of babies with a cleft lip and/or palate. Pigeon also provides administrative support during surgeries. Beyond donating products and engaging in fundraising activities, local employees volunteer their time to provide assistance. By supporting babies and their families and collaborating with healthcare professionals, we aim to strengthen and enhance our brand power.

* A cleft lip and/or palate is a congenital condition characterized by an opening or a split in the roof of the mouth, involving either the soft palate, the hard palate, or both, and/or a fi ssure in the lip.

The Pigeon Group organizes online seminars and events for general consumers in various countries. In Japan, we co-host seminars with drugstores for expectant mothers and fathers, covering themes such as basic skincare knowledge taught by midwives, practical lessons on bathing and moisturizing from experienced mothers, and skincare product tutorials led by Pigeon employees. In 2024, a total of 1,277 participants attended these seminars. Overseas, we have held numerous seminars on breastfeeding and baby dental care. For example, in Malaysia—where dental checkups are not mandatory—we partnered with dental clinics to offer free dental screenings and events educating parents on oral care. In 2024, these events attracted a total of 2,300 participants. We also conduct seminars for healthcare professionals—doctors, midwives, nurses, public health nurses, nutritionists, pharmacists, and others involved in breastfeeding and infant care—providing information useful for supporting mothers and babies. In Japan, these seminars focus on breastfeeding support, postpartum care, skincare, and nutrition during pregnancy. Similar seminars are held in Europe with a focus on breastfeeding. In 2024, medical staff from maternity hospitals around the world participated in these sessions. The Pigeon Group aims to build awareness and trust within hospitals and maternity clinics through seminars for healthcare professionals.

In November 2018, Pigeon (Shanghai) Co., Ltd. partnered with Ping An Insurance Company of China, Ltd. to establish the country’s first “preterm infant health insurance.” While neonatal care is advancing in China, currently many families are obliged to cut treatment short for economic reasons. This insurance supports families with premature babies by providing relief for such economic burdens.

Our Sustainable Actions "Pigeon Preterm Infant Health Insurance (China) "

In 2014, we launched the Pigeon Smile Lactation Research Institute, where we work with specialists involved with mothers, fathers, and babies to identify issues during the breastfeeding period and provide solutions to them. Seeking to “Create a society that values more babies growing up healthy and more mothers and fathers finding happiness in childrearing,” in 2016 we produced the Happy Breastfeeding Support Book, a comprehensive compilation of information on nursing. As of December 2024, we had distributed exceeded 1 million copies of this booklet free of charge.

The Happy Breastfeeding Support Book, a booklet for mothers and fathers about the period from pregnancy to lactation (Japanese site)

Pigeon provides operational support through the establishment of lactation lounges and the provision of products at approximately 230 locations in 15 countries around the world (as of the end of December 2024) with the aim of creating an environment where everyone can continue breastfeeding with peace of mind and supporting women returning to work after giving birth.

(Past initiatives)
As of the end of December 2023: Approximately 270 locations in 20 countries around the world
As of the end of December 2022: Approximately 450 locations in 24 countries around the world
As of the end of December 2021: 11,005 locations in 23 countries around the world

From 2013 to 2021, Pigeon supported around 10,000 lactation lounges in China, contributing to the establishment of a nursing environment. Since 2022, Pigeon began to shift its focus to more challenging issues in China, including helping to establish human milk banks to support low birthweight babies, donating funds and products to support babies with cleft lip and/or palate, and participating in volunteer activities to support babies in need of specialist care.

Our Sustainable Actions "Supporting Human Milk Bank for Babies Born Small (China)"

Our Sustainable Actions "Supporting Babies with Cleft Lip and/or Palate (China)"