Pigeon Ranks 73th in Best Japan Brands 2023


Pigeon Corporation (Headquarters: Tokyo; President and CEO: Norimasa Kitazawa) was included on Interbrand Japan's annual Best Japan Brands list for the fourth year running. In the Best Japan Brands 2023 list, Pigeon ranks 73th.

  Comments from Interbrand Japan

Pigeon pursues a range of ongoing internal and external initiatives its Purpose, "We want to make the world more baby-friendly by furthering our commitment to understanding and addressing babies' unique needs."

Internally, Pigeon established an internal newsletter platform with regularly updated company news items and video messages from the president. Using "Like" buttons and other measures to encourage interactive communication, Pigeon aims to foster empathy for and identification with its Purpose among employees so that it can drive the creation of new business activities.

Externally, Pigeon has updated its SofTouch® product line, which boasts an overwhelming market share in China and Japan, to make it even easier to use alongside direct breastfeeding, an example of product development embodying Pigeon's purpose that has received high acclaim. Pigeon also continues striving to ease the uncertainty felt by mothers and fathers throughout the COVID-19 pandemic by actively communicating with consumers and offering support content through websites and social media accounts like Pigeon Info. Further progress toward the realization of Pigeon's Purpose at a global level is expected.


  Brand Leaders Interview

Pigeon's President and CEO Norimasa Kitazawa was interviewed for the Best Japan Brands 2023 Brand Leaders Interview series. The interview is available at the following address:


Pigeon will continue engaging in a range of activities to increase its brand value under its brand promise of "Celebrate babies the way they are."