The Kirin Group operates globally in the fields of alcoholic and non-alcoholic beverages, foods and pharmaceuticals, with a focus on people, nature and craftsmanship to redefine the joy of food and wellbeing. We have established strong engagement among our consumers, societies and employees through various activities in each community where we operate, including Japan, other parts of Asia, Oceania and Brazil. We hope to further strengthen our engagement and create new brand value together, so we may continue developing communities and bringing more joy and smiles to consumers.

The Kirin Group provides products and services that enrich the experiences and lives of consumers, by helping them foster stronger bonds with others. We understand the importance of seeing things from the perspective of consumers so that we can contribute to their special life moments and improve their sociability.

The boosting of our brand value is not only a function of sales and marketing. All our employees must have a deep understanding of our consumers and societies so they can enunciate the benefits of our brands in their own words and embody both our corporate and product brands through their behaviors, allowing us to add value to our products and achieve our goal of “Brand-Centered Management”.

It is also important for our Group to drive new value creation by embracing diversity and collaborating across our different businesses and regions. We are a global group of over 40,000 employees with different ethnic, national and cultural backgrounds. The Kirin Group is building a constructive corporate culture where we accept one another and take advantage of our differences to innovate and facilitate Group synergies.

The Kirin Group has framed its new long-term business framework - “Kirin Group Vision 2021 (KV2021)” - to clarify our goals as we transition from a period of rapid global growth. KV2021 aims for the sustainable growth of the entire Group, by realizing “organic growth” through autonomous management of our group companies and “world-class management excellence”. In order to achieve “Brand-Centered Management”, one of the core concepts of KV2021, we will work tirelessly to be the best partner for our consumers in their special occasions. We are committed to proactively working on social issues throughout our entire value chain and business activities, including environmental conservation, food safety and security, promotion of good health, nurturing close ties within communities and social sustainability.

We have defined “Passion and Integrity” as our Group-wide corporate values. By embracing these values, we will provide new joy and value propositions to consumers in our domain of “food and well-being”. The Kirin Group is proud to serve people all over the world, offering products and services that help them improve their health and bring pleasure and comfort to their lives.