Iconic Anime Character Chibi Maruko-chan and Lion Launch “Time to Change This Toothbrush!” Campaign
Starting February 1, 2026, Lion Corporation, a leading Japanese consumer goods company, has launched an exciting collaboration campaign with the universally adored anime character, Chibi Maruko-chan. Dubbed “Time to Change This Toothbrush!”, the initiative aims to raise awareness about the importance of regular toothbrush replacement and proper oral care through a series of engaging activities, digital content, and prize opportunities.
The campaign features Chibi Maruko-chan and her friend Hanawa-kun in an original video distributed on platforms like X (formerly Twitter) and YouTube, humorously highlighting the need to replace worn-out toothbrushes. It’s a gentle, yet firm, reminder that a toothbrush used for over a month with splayed bristles can reduce plaque removal effectiveness by a significant 26%. As Maruko-chan famously exclaims with shock, “Gaaan!” (the Japanese onomatopoeia for a heavy realization or impact), this campaign brings a touch of relatable charm to a vital health message.
Exclusive X (Twitter) Follow & Repost Campaign
Fans of Chibi Maruko-chan and advocates for good oral hygiene can participate in a special X (Twitter) follow and repost campaign. This social media event offers participants the chance to win original merchandise, including a delightful eco-bag featuring Maruko-chan’s surprised “Gaaan!” expression, complete with a face pouch. It’s a perfect blend of practicality and kawaii appeal.
Purchase Campaign: Digital Points Up for Grabs!
Beyond social media, Lion is running a purchase-based campaign where customers can win digital points. By purchasing eligible Lion oral care products, participants can enter a lottery for a chance to win substantial digital rewards:
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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).
In total, 1,150 lucky individuals will receive digital points. A special incentive is also in place: purchasing three or more Lion toothbrushes increases your chances of winning by five times! This encourages consumers to stock up on fresh toothbrushes, aligning perfectly with the campaign’s core message.
Engaging Content on Lidea: Your Oral Care Hub
The campaign extends to Lion’s lifestyle information web media, Lidea, which offers a wealth of original content related to Chibi Maruko-chan and oral care. This includes:
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Sakura Family x Lion Researcher Dialogue: A fun and informative story where Maruko-chan’s family and Hanawa-kun learn from a Lion researcher about the hidden plaque that even diligent brushing can miss with an old toothbrush. This content will be available from February 2, 2026.
Lidea Article: Sakura Family x Lion Researcher Dialogue
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Chibi Maruko-chan Oral Item Navi: A newly launched interactive tool that helps users discover their personality type and recommends suitable oral care products based on their profile. It’s a playful way to personalize dental hygiene routines.
This comprehensive campaign leverages the enduring appeal of Chibi Maruko-chan, a character beloved across generations in Japan, to deliver an important health message in an accessible and entertaining way. For more details on the campaign, visit the official Lion x Chibi Maruko-chan campaign site: https://lidea.today/campaign/lion_chibimarukochan_2602/index
The Future of Kawaii and Health
This collaboration exemplifies how “kawaii” culture, with its charming characters and playful approach, can be effectively integrated into public health initiatives. By presenting essential health information through the familiar and comforting lens of Chibi Maruko-chan, Lion is not only promoting its products but also fostering a deeper understanding of oral hygiene in a way that resonates with a broad audience. Such innovative campaigns pave the way for future collaborations where beloved Japanese characters can continue to play a crucial role in promoting well-being, transcending cultural boundaries and bringing a smile to health education worldwide.
