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.

Approximately one in 10 babies worldwide is born prematurely^*, and such babies and their families often face significant challenges and burdens. As part of its Tiny Birth Cry Support Project, which supports babies requiring specialized care and their families, Pigeon conducts awareness-raising events and support initiatives in conjunction with World Prematurity Day in November to promote greater understanding throughout society. During the campaign period, we displayed incubators, offered opportunities to hold lifelike dolls modeled on tiny babies, and installed message boards for words of support, helping build awareness of these issues. In addition, we present the Celebrate Baby Medal, a photo frame-style medal that celebrates the journey of babies graduating from neonatal intensive care units (NICUs) and their families while serving as a cherished keepsake of those precious days. Through these initiatives and other efforts that support the healthy growth of all babies, we will continue working toward the realization of a society where all babies are helped to develop and grow, regardless of the conditions of their birth.

*Premature birth is defined as birth occurring between 22 weeks 0 days and 36 weeks 6 days of gestation.

As part of our activities for babies and families in need of specialized care, we support human milk banks^*1 in Japan, China, India, Indonesia, Vietnam, and elsewhere. In 2025, to commemorate the fifth anniversary of the Nihonbashi Human Milk Bank, located on the first floor of Pigeon’s headquarters, we held a charity event. According to a consumer awareness survey conducted the same year,^*2 approximately 70% of expectant and new mothers responded that they either “know what a human milk bank is” or “have heard of a human milk bank,” a significant increase from approximately 50% in 2020.  The Pigeon Group will continue promoting awareness of human milk banks to help resolve social issues affecting babies and their families while enhancing corporate value.

*1 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).

*2 Survey respondents: 516 expectant mothers and expectant fathers (mothers currently pregnant and fathers whose spouses are currently pregnant; ages 20–49) and 516 mothers and fathers with children under three years of age (ages 20–49), for a total of 1,032 respondents. Survey period: June 26–27, 2025. Conducted by: Pigeon Corporation. Survey method: Internet survey.

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 China, we collaborate every year with the nonprofit organization Operation Smile , to provide nutritional assessments and training for babies with cleft lips and/or palates, their families, and healthcare professionals, as well as instruction on how to use our specialized nursing bottles for such babies. Operation Smile requires that babies be at least one year old and weigh more than 10 kg to qualify for surgery, and the use of these specialized bottles helps ensure proper nutrition before surgery. Pigeon also provides administrative support during surgeries. Beyond donating products and engaging in fundraising activities, local employees volunteer their time to assist. 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 2025, a total of 348 participants attended these seminars. Overseas, we conduct both online and in-person seminars on breastfeeding for expectant and new mothers, working in collaboration with healthcare professionals. 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 2025, 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 270 locations in 15 countries around the world (as of the end of December 2025) 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 2024: Approximately 230 locations in 15 countries around the world
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)"