Sunstar’s long-term vision 2032

In 2032, Sunstar will celebrate its 100th Anniversary, and in 2019, we announced our long-term vision for 2032 based on the company motto ‘Always strive to help people everywhere achieve better health and enhance their quality of life’.

Sunstar is a company that contributes to enhancing healthy life expectancy and quality of life (QOL), starting from good oral health to preventive medicine and holistic wellness. It is important for us to be recognized as the most trustworthy company in the world, providing total support for people to live a healthy and comfortable life in all living environments including mobility and buildings.

“Ideal image in 2032” expresses how we contribute to solve social issues through our businesses as a vision from the perspective of Creating Shared Value (CSV).

* CSV (Creating Shared Value) = Generating both economic and social benefits

Sunstar has been around for almost 90 years. After all this time, we have become a valued member in multiple communities with our brands present in thousands of homes across the globe. We know we can’t go through this journey together. What is more, we do not want to. We want to build a better tomorrow hand in hand with the communities we belong to, addressing the current and future challenges we all have to face as a society.


Always strive to help people everywhere achieve better health and enhance their quality-of-life

The spirit of Sunstar

Inspired by the entrepreneurial style, aspirations and successes of the two previous generations led, respectively, by Mr. Kunio Kaneda and Mr. Hiroo Kaneda, Sunstar today embodies a new age of influence under Mr. Yoshihiro Kaneda’s leadership.

With an eye to the future, Sunstar’s vision is to pioneer a new era of innovation, champion new invigorating partnerships, and speak to the heart of a new generation of global consumers.

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As we continue to build on the business strengths cultivated in the last 80 years, our dream and mission is to broaden our global business success and operate as a single and highly respected global team. As a pivotal step in realizing this strategic vision, we have established our global management headquarters in Etoy, near Lausanne, Switzerland.

Based on our corporate motto “Always strive to help people everywhere achieve better health and enhance their quality-of-life”, the Sunstar Group will continue to be attentive and responsive to the varied needs and expectations of our global consumers. Acting both at the local level and on a global scale, we will continue to effectively engage new business opportunities, innovate current technologies, provide the highest product quality, and support social responsibility initiatives around the world.

Always strive to help people everywhere achieve better health and enhance their quality-of-life

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Corporate Motto

— Sunstar’s corporate motto was established in 1963 —

Hiroo Kaneda, CEO of Sunstar Group, was born and raised in the factory run by his father, Kunio Kaneda, who founded Sunstar.

As that small factory expanded to become Sunstar, Hiroo Kaneda’s personal and professional growth followed the same trajectory. The reality of managing the manufacturing plant, the employees working there, and his father’s leadership formed Hiroo Kaneda’s management philosophy. Immediately after the founder’s death in 1962, Hiroo Kaneda, who had assumed the post of senior managing director after serving as head of the Corporate Planning Office, worked with the members of the Corporate Planning Office to create the corporate motto. His wish was to pass on the founder’s thoughts and passion.

Hiroo Kaneda decided that Sunstar’s mission was to “always strive to help people everywhere achieve better health and enhance their quality of life.” Furthermore, he believed that if not all Sunstar employees were healthy, Sunstar would not be able to continuously provide products consumers truly need, hence he established the corporate motto.

With regard to business activities, Hiroo Kaneda, who held “health” as the key topic, believed that “as long as Sunstar is committed to contributing to the healthcare industry, we should expand our business operations beyond preventive oral care products such as toothpaste, and launch into the medical treatment field. As for the products, we need to conduct fundamental research based on science to prove how our products can improve the health of consumers.” Accordingly, Sunstar began research on basic medicine, clinical medicine, and material science to collect data. Sunstar also promoted research exchanges with research institutions and universities internationally.

Society has changed dramatically during the half century since the corporate motto was established, and in today’s society, where more and more people wish to stay healthy and enjoy comfortable living, our corporate motto becomes even more relevant.

Fundamental Management Principles

Guiding Principles for Employees