World Prematurity Day Events by the Pigeon Group Supporting Preterm Babies and Their Families Around the Globe

Japan,China,Korea

The Pigeon Group works actively to support babies born early and small in countries around the world. In this article, we introduce some activities held in honor of World Prematurity Day, which falls on November 17 each year.

Japan: World Prematurity Day Awareness-Raising Event

On Saturday, November 16, 2024, the Tokyo Metropolitan Government Building hosted “World Prematurity Day Awareness-Raising Event 2024: Toward a Warmer Society That Supports Children Born Small and Their Families.” Co-presented by Pigeon and the Japanese Organization for NICU Families (JOIN), the event was jointly sponsored by the Tokyo Metropolitan Government and the Tokyo Midwives Association, all looking toward a future of support for families across the traditional boundaries between governance, community, and business.

The event had a range of exhibits and presentations to educate visitors about preterm and low birthweight babies, including a photography exhibition, life-size baby-holding experiences, speeches, and a presentation ceremony.

Speeches were given by representatives from the Japanese Organization for NICU Families (JOIN) and the Tokyo Midwives Association, as well as families with experience of preterm birth. Each speaker offered a different perspective on the importance of understanding and support for preterm babies and their families.

A signboard with warm and encouraging messages of support for the families of preterm babies was also displayed at the event.

China: Specialist Medical Treatment and Moral Support for Families

In China, Pigeon works on an ongoing basis the Children’s Hospital of Fudan University to support preterm babies and their families through a project involving a special support fund and specialist care services.

On November 17, 2024, in Shanghai, the Children’s Hospital of Fudan University and Pigeon held a special event on the theme “Providing comprehensive care.”

The event aimed not only to support the families of preterm babies in everyday life but also to raise awareness of preterm babies in society and provide community support.

On the same day, at the hospital’s neonatal care center, the Pigeon Mini-House family space was opened. Here families accompanying children can not only consult with specialists but also rest and regain their peace of mind.

China: Breastfeeding Support in Shanghai

In honor of World Prematurity Day, Lansinoh (a Pigeon Group company active chiefly in Europe and North America) distributed 76,500 HPA® Lanolin sample sets to 255 “Baby Friendly Hospitals” in China. Each HPA® Lanolin sample set included special extras like a breastfeeding support guide and a bib.

HPA® Lanolin is effective for soothing and protecting nipples and has won high praise from medical professionals as a product that supports mothers who want to continue breastfeeding. Distributing HPA® Lanolin allowed Lansinoh to not only support breastfeeding mothers but also provide information to the families of preterm babies.

South Korea: Free provision of Nursing Bottles Specifically for NICU

DoubleHeart (a Pigeon Group company active chiefly in South Korea) provides continuous support for preterm babies as the brand with the No. 1 market share in South Korea for nursing bottles and nipples. 

Since World Prematurity Day 2023 (November 17, 2023), DoubleHeart has maintained an ongoing campaign to provide specialist nursing bottles to NICUs free of charge. By August 2025, this program had delivered nursing bottles to babies from around 3,700 families.

Along with nursing bottles, DoubleHeart also gives the families of preterm babies cards with messages of support and a copy of its “Support Book for Babies Born a Little Early.”

“Our baby was born weighing just 600 grams,” said one family. “The baby’s mouth was tiny and physically weak, which made breastfeeding difficult. However, after oral cavity rehabilitation via the special NICU nursing bottle we received, our baby became able to use commercially available nursing bottles. 155 days after birth, our baby weighed 3 kilograms. Thank you very much.”

DoubleHeart will continue support breastfeeding for babies born early and small.

Believing in the Power of Babies to Develop

Across the boundaries between countries and regions, Pigeon offers ongoing support to help draw out the very best of babies’ innate power to develop, regardless of the situation of their birth.

The Pigeon Group will continue these worldwide activities to help expand the bounds of a society that is friendlier to preterm babies and their families. 

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