The Crucial Message: Why Change Your Toothbrush?
The heart of the campaign revolves around educating consumers on the efficacy of fresh toothbrushes. A key revelation from LION’s research indicates that toothbrushes used for over a month, with splayed bristles, can see a significant 26% drop in plaque removal effectiveness. This fact is dramatically brought to life in an original animated video featuring Maruko-chan and Hanawa-kun, where Maruko’s surprised reaction, a resounding “Gah!”, perfectly encapsulates the shock of this discovery.
“It’s startling to realize how much less effective a worn-out toothbrush can be,” a fan might exclaim, echoing Maruko’s sentiment. “This campaign makes an important health tip feel approachable and fun!”
Watch the official campaign video here: https://youtu.be/wW9pABoHwd4
Engage and Win: X (formerly Twitter) Follow & Repost Campaign
Fans can dive into the fun through a dedicated X (formerly Twitter) campaign. By following LION Oral Healthcare’s official account (@lion_haburashi) and reposting campaign content, participants stand a chance to win exclusive Chibi Maruko-chan original merchandise. Prizes include a special eco-bag with a face pouch, featuring Maruko-chan’s iconic “Gah!” expression, making daily routines a little more delightful.
Shop and Get Rewarded: Digital Point Campaign
The campaign also offers tangible rewards for purchasing LION’s oral healthcare products. Consumers who buy eligible products can enter a lottery to win digital points:
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A Course: Purchase 300 yen (tax included) or more for a chance to win 3,000 yen worth of digital points (1,000 winners).
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B Course: Purchase 800 yen (tax included) or more for a chance to win 10,000 yen worth of digital points (150 winners).
As an added incentive, entries with receipts showing the purchase of three or more LION toothbrushes will receive five times the winning chance, encouraging a proactive approach to oral health. The campaign period runs from February 1, 2026, to March 31, 2026.
Exclusive Content on Lidea
Lidea, LION Corporation’s lifestyle information web media, is also celebrating the collaboration with unique content:
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Sakura Family × LION Researcher Interview: A special article where the Sakura family, including Maruko-chan, learns about the importance of toothbrush replacement from a LION researcher, presented in an engaging story format.
Read the article (available from February 2, 2026, 10:00 AM JST) here: https://lidea.today/articles/004185
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Chibi Maruko-chan Oral Item Navi: A collaborative “Oral Item Navi” helps users discover recommended oral care items and even their personality type, all with Chibi Maruko-chan’s delightful presence.
Access the Oral Item Navi here: https://lidea.today/shindan/oralitemnavi_2026
For full campaign details, visit the LION × Chibi Maruko-chan campaign site: https://lidea.today/campaign/lion_chibimarukochan_2602/index
About Chibi Maruko-chan
Created by Momoko Sakura, “Chibi Maruko-chan” depicts the heartwarming and often humorous daily life of Maruko (Momoko Sakura), a third-grade elementary school girl, and her family and friends in Shimizu City, Shizuoka Prefecture. The manga series began serialization in 1986, celebrating its 35th anniversary in 2021, with over 35 million copies sold globally (including digital editions). The TV anime adaptation started in 1990 and continues to be broadcast weekly in Japan, captivating audiences worldwide with its relatable stories and endearing characters.
Explore more about Chibi Maruko-chan:
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Official Website: https://www.chibimaru.tv/
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Official X (formerly Twitter): https://x.com/tweet_maruko
This collaboration between a beloved kawaii character and a leading health brand exemplifies how Japanese pop culture can be ingeniously woven into everyday life, promoting wellness with a smile. For international fans of Japanese culture, such initiatives offer a delightful window into the nation’s unique blend of charm and practicality, ensuring that the global appeal of characters like Chibi Maruko-chan continues to shine brightly while subtly promoting healthy habits across borders.
