Rebranding for the 10th Anniversary of Private Brand "matsukiyo": Adopting "Go for WOW!" as the Brand Vision to Evolve into a Provider of Novelty and Surprise

Matsukiococo-kara & Co. (Headquarters: Bunkyo-ku, Tokyo; President: Kiyoo Matsumoto), which operates over 3,600 drugstores and pharmacies across all 47 prefectures in Japan and 98 stores in six regions overseas, primarily in Asia (as of the end of December 2025), is guided by the group philosophy of "creating the common sense of the future and changing people's lives." Marking the 10th anniversary of its private brand (PB) "matsukiyo," the company is refreshing its brand vision to "Go for WOW!" and evolving into a brand that delivers products filled with novelty and surprise. In conjunction with this, the packaging design will also be completely renewed to embody the brand's worldview.

Adopting the new private brand vision "Go for WOW!" to become a brand that delivers novelty and surprise

Matsukiococo-kara & Co.'s PB consists of three brands: the flagship "matsukiyo" brand; "matsukiyo LAB," a healthcare brand that provides total support for beauty and health; and "independent brands" developed in collaboration with manufacturers to offer high-quality, high-value-added products.

We have now implemented a rebranding of the core "matsukiyo" brand to respond to the progress of globalization and changes in the market environment.

We are developing a new brand vision, "Go for WOW!," which builds upon our previous vision of "Making Japanese life fun" and aligns with our group slogan.

Action guidelines for delivering products that bring "novelty" and "surprise" to the "world"

With this rebranding, we will continue to deliver novelty and surprise to the lives of customers around the world through a wide range of products, including pharmaceuticals, cosmetics, daily necessities, and food. To achieve this, we are promoting product development based on the "Go for WOW!" vision, centered on three pillars: Wonder, Original, and Worldwide.

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

Wonder: Creating surprises and excitement that exceed expectations, starting from a deep understanding of consumers. Original: Pursuing uniqueness and novelty that only we can create, without being bound by existing frameworks. Worldwide: Creating products that people around the world can enjoy while drawing inspiration from across the globe.

From "Slash" to "Slash Grid": A new design that evolves beyond dimensions

The "matsukiyo" logo features a 19-degree diagonal line derived from the tilt of the katakana characters "Matsumoto Kiyoshi." This line, which symbolizes our will to continue moving forward powerfully and upward for our customers, has been used in various places such as package designs and key visuals as the "matsukiyo slash."

In this rebranding, we are introducing a new design, the "matsukiyo slash grid," based on the "slash" that is the symbol of "matsukiyo."

The grid structure, formed by three-dimensionally intersecting "slashes," symbolizes the depth of the brand and our stance of continuing to evolve beyond existing dimensions. We have replaced the previous image of linear growth to express how all companies that have joined the group will achieve upward growth together with the "matsukiyo" brand.

Through the PB we develop, we will deliver experiences of "surprise," "novelty," and "fun" to the beauty and health of all our customers, and each group company will expand new possibilities in their respective fields.

This design embodies our strong determination to not fear change and to carve out the future together.

Furthermore, the "matsukiyo slash grid" will be applied to the packaging design of each product. The new design packaging adopts soft colors and a playful, pop aesthetic that makes use of this "slash grid." We will roll this out sequentially to each product, delivering "WOW" in an even wider range of areas.

[Product Packaging: Previous Design] [Product Packaging: Future Design] (Note: Images are for illustrative purposes only)

<Matsukiococo-kara & Co. Customer Service Office> Toll-free: 0120-845-533 Reception hours: 9:00–22:00 (Open all year round)