S.T.'s refreshing formula for success

Spreading positivity through innovation has made S.T. Corporation the No 1 global niche brand in Japan. Its deodorisers, air fresheners, mothproofing agents, dehumidifiers and other home care products are trusted household names in Japan and many parts of the world.

S.T. stands for service and trust, values that the company injects into manufacturing high quality and environmentally responsible products. Its on-time innovations also ensure that new products are responsive to market demands.

"Our philosophy has always seen beyond commercial success, we aim to boost people's morale," says S.T. chairman and CEO Takashi Suzuki. Testament to this is the company's symbol: a baby chick embodying good health and a sincere and happy disposition.

After the tsunami last year, the company initiated commercial campaigns to motivate a positive outlook and honour Japan's spirit of resilience.

In partnership with government agencies, the company also leads a variety of environmental initiatives including the Clear Forest programme which aims to create an environmental pollutant cleanser using abandoned trimmings. This will enhance future product portfolios and contribute to S.T.'s social and environmentally conscious business development.

S.T. aims to spread the same optimism and innovation to the mainland and the rest of Asia. Relying on its intimate knowledge of local consumer demands, it is strengthening its presence on the mainland, where it is also a local manufacturer. Plans are also under way to boost the company's presence in Thailand, South Korea, Indonesia and the Philippines.