Rebranding of Private Brand "matsukiyo" on its 10th Anniversary: Evolving to Deliver Newness and Surprise with the Brand Vision "Go for WOW!"

Matsukiyo Cocokara & Company, which operates over 3,600 drugstores and pharmacies nationwide in Japan and 98 stores in six overseas areas, primarily in Asia (as of the end of December 2025), with the group philosophy of "Creating the common sense of the future and changing people's lives," is celebrating the 10th anniversary of its private brand "matsukiyo" (hereinafter referred to as PB). On this occasion, the brand vision is being refreshed to "Go for WOW!" to evolve into a brand that delivers products bringing newness and surprise. Along with this, the package design will also be renewed to embody the brand's worldview.

■Adopting the New Private Brand Vision "Go for WOW!" to Become a Brand that Delivers Newness and Surprise

Matsukiyo Cocokara & Company's PB consists of three brands: the flagship brand "matsukiyo," the healthcare brand "matsukiyo LAB" that provides total support for beauty and health, and "Independent Brands" that offer high-quality, high-value-added products developed jointly with manufacturers.

Now, in response to advancing globalization and changes in the market environment, the core "matsukiyo" brand is undergoing a rebranding.

Building upon the previously held brand vision "Making Japanese Life Fun," a new brand vision "Go for WOW!" has been established, linked with the group slogan.

■Action Guidelines for Delivering Products that Bring "Newness" and "Surprise" to the "World"

With this rebranding, we will deliver newness and surprise to the lives of customers worldwide through a wide range of products including pharmaceuticals, cosmetics, daily necessities, and food. To achieve this, we have established the brand vision "Go for WOW!" and will promote product development centered around three pillars: Wonder, Originality, and Worldwide.

Under these guidelines, we will provide products with new value.

Wonder: Creating surprise and excitement that exceeds expectations, starting from a deep understanding of consumers.

Originality: Pursuing uniqueness and newness that only we can create, without being bound by existing frameworks.

Worldwide: Creating products that people around the world can enjoy, drawing inspiration from across the globe.

■From "Slash" to "Slash Grid": A New Design Evolving Beyond Dimensions

The logo for "matsukiyo" features a 19-degree diagonal line, derived from the inclination of the katakana spelling "マツモトキヨシ." This line, symbolizing the will to move forward powerfully upwards and forwards for our customers, has been used in various forms, including package designs and key visuals, as the "matsukiyo Slash."

In this rebranding, we are introducing the new design "matsukiyo Slash Grid," which originates from the "Slash," the symbol of "matsukiyo."

The grid structure, with its three-dimensionally intersecting "Slashes," symbolizes the brand's depth and its commitment to continuous evolution beyond existing dimensions. It redefines the previous linear growth image and expresses the aspiration for all companies within the group to achieve upward growth together with the "matsukiyo" brand.

Through our PB, we will deliver experiences of "surprise," "newness," and "enjoyment" to the beauty and health of all our customers, and expand new possibilities in each of our respective fields.

This design embodies a strong determination to embrace change and forge the future together.

Furthermore, the "matsukiyo Slash Grid" will be applied to the package designs of various products. The new design packages adopt soft color tones and playful, pop designs that leverage the "Slash Grid." Moving forward, these will be progressively rolled out to a wider range of products, delivering "WOW" experiences in more diverse areas.

Product Packaging: Previous Design

Product Packaging: Future Design

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