Matsukiyo Private Brand "matsukiyo" Rebrands for 10th Anniversary, Adopting "Go for WOW!" as Brand Vision to Evolve into a Brand Delivering Novelty and Surprise

MatsukiyoCocokara & Co. (Headquarters: Bunkyo-ku, Tokyo; Representative Director and President: Kiyoo Matsumoto), which operates over 3,600 drugstores and dispensing pharmacies across all 47 prefectures of Japan, and 98 stores in six areas primarily in Asia overseas (as of the end of December 2025), has embraced the group philosophy of "creating future norms and changing people's lives." Now, celebrating the 10th anniversary of its private brand "matsukiyo" (hereinafter, PB), the company is refreshing its brand vision to "Go for WOW!" and evolving into a brand that delivers products bringing novelty and surprise. Along with this, the package designs will also be renewed to embody the brand's worldview. **■ Private Brand Adopts New Brand Vision "Go for WOW!" to Deliver Novelty and Surprise** MatsukiyoCocokara & Co.'s PB consists of three brands: the main brand "matsukiyo," the healthcare brand "matsukiyo LAB" which provides total support for beauty and health, and "independent brands" that offer high-quality, high-value-added products developed jointly with manufacturers. This time, the core "matsukiyo" brand is undergoing a rebranding to respond to the progress of globalization and changes in the market environment. The company is developing its previous brand vision, "Making Japanese life more enjoyable," and formulating a new brand vision, "Go for WOW!," which is linked to the group slogan. **■ Action Guidelines for Delivering Products that Bring "Novelty" and "Surprise" "to the World"** This time