Probiotics for Public Good - Corporate Mission and Social Value in Yakult’s Expansion

- Profile -

Kosuke MATSUI is associate Manager of Global R&D Framework Preparation Team at Yakult Honsha Co., Ltd. He graduated from Tokyo University of Marine Science and Technology in 2008 with a degree from the Department of Ocean Sciences. After joining Yakult Honsha Co., Ltd. in 2008 he worked in various capacities and served in diverse roles, including Home Delivery business in Japan and the International Business Department. In 2012, he moved to Yakult Europe B.V. in the Netherlands (European HQ) as a Manager of the Corporate Planning Office until 2022. In that period, he also worked at Yakult Deutschland GmbH (Sales company in Germany) as a Sales & Marketing manager between 2014-2020. He returned to Japan in 2022 and worked as Assistant Manager of the Science & Communications Support Section at the International Operations Department until March 2025, before assuming his current position.

(1) Introduction to the lecture

Norie KAWAHARA,  lecture series moderator, noted that since the first lecture, students had considered cancer as a profound human hardship as a lens for thinking about wellbeing across Asia. In the previous session Mr. Isobe of Sumitomo Corporation had explained how workplaces can grow health capital. In this week’s lecture students she noted that would be taking a look beyond the office environment, to the broader community, and activities implemented in the community, using the example of Yakult. 

In Japan and now increasingly across Asian countries the “Yakult Ladies” are well-known for home delivering probiotic drinks, in addition to providing health tips and friendly conversation. This door-to-door sales system enables the “Yakult Ladies” to provide preventive advice on the doorstep, creating jobs for local women who become health ambassadors, embodying the philosophy of Dr. Minoru Shirota. Yakult has built a distributed health platform that starts at people’s front doors. To help students understand how a company can drive wellbeing on this large scale, Mr. Matsui of Yakult would be providing the lecture.

(2) An overview of the history and activities of Yakult

Mr. Matsui began by noting that his company’s most famous product is the eponymous Yakult, a fermented probiotic drink that is now available in 40 countries.

Today Yakult has become one of the biggest probiotics drink suppliers in the world, but 80 years ago it was what could be termed in modern parlance a “venture company,” established by a Japanese scientist, Dr. Minoru Shirota. 

Providing a brief introduction to his own career at Yakult (see profile above), Mr. Matsui noted that he started his career in Kyushu, where he worked with the famous “Yakult Ladies.” After some years spent in Europe, Mr. Matsui noted that today he works in the Global R&D Framework Team, which is engaged in initiatives to establish new R&D Centers overseas.

(3) History of Yakult

Yakult’s history dates back about 100 years, when Japan was far less advanced than it is today, particularly in terms of sanitation infrastructure and hygiene. Due to poor economic and sanitation conditions, and poor nutrition, infectious diseases like food poisoning, dysentery, cholera, and typhoid were common. In particular, these diseases would often lead to pediatric deaths. Modern medicine of course existed, but it was expensive. Even if you could afford medicine, it would only be applied once a person was already very sick. So it was in this public health context that the founder of Yakult grew up as a young man.

The founder, Dr. Minoru Shirota, grew up in Nagano in Central Japan. He was born into a relatively privileged family who were able to pay for his higher education, eventually sending him to medical school in Kyoto. He was painfully familiar with how poor the health conditions were for many people in Japan since many of the children he grew up with had died from various diseases.

These painful experiences motivated him to figure out a way to help people live healthier lives. He eventually decided that microorganisms were the way he would try to accomplish this. And so much of his research in medical school was dedicated to research into beneficial bacteria.

Much of Dr. Shirota’s research was on the intestines. The intestines are home to more than 100 trillion bacteria classified into hundreds of different species. They also live in colonies that are clumped together in certain locations where they exert effects on each other. These groups are collectively called the intestinal microbiota or intestinal microbiome. 

Some of the bacteria in the intestine are helpful to us, while others are harmful, and yet others seem to be neutral, and yet others seem to be neutral as far as we can tell currently. Microbiomes are a very popular field of science today, with new discoveries being published regularly (Fig. 1) 

The bacteria that Yakult use in its products called LcS is not only a bacteria that is beneficial to human health, it is one of the oldest beneficial bacteria identified by modern science. It belongs to the lactobacillus family. If bad bacteria become too prevalent, then the chemicals those bacteria produce can adversely affect human health and lead to diarrhea, constipation or other conditions. 

After several years of research, in 1930 Dr. Shirota became the first scientist in the world to succeed in culturing a fortified strain of lactic acid bacteria that is beneficial to human health.

“Fortified” in this context refers to the bacteria being strong enough to withstand the bile and other harsh chemicals in human stomachs so that they can reach the intestines before dying. 

The bacterium discovered by Dr. Shirota was called Lactobacillus casei strain Shirota, after Dr. Shirota himself. This scientific name has recently been reclassified to Lacticaseibacillus paracasei strain Shirota, which is shortened to LcS.

Dr. Shirota wanted as many people as possible to benefit from the bacterium he developed in medical school, but convincing people to ingest bacteria was not easy. The solution was to develop a delicious beverage that people would want to drink, with that drink serving as vehicle for delivering probiotic bacteria to people's guts. This was the beverage that is known around the world today, and is still the name of the company, Yakult. 

It was first introduced to the market in 1935. In terms of the origin of the name, it can be traced to the Esperanto word for “yoghurt,” which is “jahurto,” which to the Japanese ear sounds like “yakuruto,” hence the name Yakult. 

The very first bottles were glass and the product came in a concentrated form. The customer would dilute the contents at home and once they were done with the bottles, the company would call to collect them and wash them by hand for reuse. Initially the product came in many different shapes and sizes. However, by 1965 the company switched to standardized non-concentrated single-serving-sized glass bottle. Then with the advancement of plastic technology the switch was made to plastic bottles in 1968, with their iconic trademarked shape.

In 2014 probiotics were officially defined by the Food and Agriculture Organization (FAO) and the World Health Organization (WHO) as “live microorganisms which when administered in adequate amounts confer a health benefit on the host.” 

Yakult agrees with this definition, but also believes that an additional five criteria are also important: 1) bacteria must be able to reach the intestines alive, 2) safety, 3) affordability, 4) producing a reliable effect, and 5) can be ingested as food. 

In view of these criteria, Yakult is a fermented milk drink which provides functional benefits for promoting better health by delivering LcS to the intestines alive. Yakult is not a drink for thirst replenishment, but instead is of a size that can be easily drunk by all people from children to the elderly.

(4) The Yakult Lady system: Delivery with sincerity

The Yakult Lady System is a door-to-door delivery structure that was first developed in 1963. While their core function is to serve as salespeople, in addition to selling Yakult products, they also study the science behind the products and provide detailed explanations to customers. They also ask customers about their needs or concerns in order to offer more targeted advice and suggest which products might be best for that particular customer. They also distribute information about health in general. 

The same Yakult Lady will work in the same community every day, which results in them building close relationships with the people in those communities. While many people will also buy Yakult products in supermarkets, etc. most people in Japan experience the brand through this type of direct, often daily interaction with their local Yakult Lady. This very personal, human feature of the distribution network is why the Yakult Ladies are considered to be the face of our company.

  When this system was first established in the early 1960s, there were few opportunities for women in Japan to participate in the workforce and pursue their own careers. This system was one of the first that provided flexible job opportunities for women in Japan, so that they could secure financial independence for themselves. It was very innovative and progressive at the time, and since its establishment the company has introduced various services to make it even more attractive and supportive for working women, including daycare. Currently there are over 32,000 Yakult Ladies working throughout Japan, and 2,379 sales centers. 

  Yakult Ladies deliver the products by various means, starting off at Yakult sales centers, where products are stored. At the beginning of each Lady’s shift, they meet at the sale centers, where they have meetings about whatever plans, initiatives, campaigns, etc., they might be organizing and they will go through certain trainings and practices to make sure their communication styles with customers are tight and well-practiced. Once all that is done, they will assemble their carts with products that people have already ordered ahead time and also load up with products that people might randomly decide to purchase. They then travel around their territory, visiting customers and being on the lookout for new customers. They use cars, motorbikes, bicycles and walking as means of transportation.

  Yakult Ladies are not exclusive to Japan. Outside of Japan, they operate primarily in Asia and the Americas. In Asia, we have Yakult Ladies in Taiwan, Thailand, Korea, the Philippines, Singapore, Indonesia, Malaysia, Vietnam, India and China, totaling just under 36,000 for Asia. As for the Americas, they operate in Brazil and Mexico, where we have just under 14,000 women working. The total for overseas Yakult Ladies is therefore 49,947 persons (Fig. 2) 

The Yakult Lady System is considered to be an inseparable aspect of Yakult’s business and brand, especially since it too is representative of the company’s philosophy of “Shirota-ism,” which is about preventive medicine, intestinal health, and affordable prices. 

One social issue that is being faced in Japan is that many elderly people are living alone and isolated from the society. Yakult Ladies visit such people daily, and this kind of analog communication is much appreciated by those elderly persons.

(5) The Yakult organization today

In terms of net sales figures for the Yakult organization, as shown in the figure, sales have more than doubled since FY2000 and the share of overseas sales has increased from about 11% of total sales to account for almost half of all sales (Fig. 3)

Today Yakult products are available in 40 countries around the world, and the size and shape of the Yakult bottle is largely uniform across all markets. Yakult’s first overseas production base was in Taiwan, which opened in 1964, and today there are a total of 27 factories overseas, with more being built. Currently 2.5 billion people have access to Yakult products. In terms of facts and figures, approximately 28.5 million bottles are sold around the world, which increases to 40 million if Japan is included. The company has 24,709 employees and 82,385 Yakult Ladies globally. 

  Science is also of key importance for Yakult, with two entities that are specifically dedicated to scientific research. The first one is located in Tokyo and was established in 1955, the same year as Yakult Honsha. At the Central Institute in Tokyo, about 300 researchers do basic and applied research into food and beverages, cosmetics, and pharmaceuticals.

There is also a research institute in Europe, located in Ghent, Belgium. The European institute serves as a base for European  collaborative research  activities. It also collects clinical data and investigates the effects Yakult products have on the microbiomes of people in Europe, which helps in navigating European regulations regarding making health claims on our product packaging.

Dr. Shirota advocated three key ideas when he started his business, and these three ideas continue to inform everything we do. The first one is “preventive medicine.” This is the idea that we should improve our bodily health ahead of time so that we do not get sick in the first place, rather than try to address diseases once they have already developed.

   The next idea is that “a healthy intestinal tract leads to a long life.” This idea speaks to the fact that, since the intestines are where we absorb nutrients into our bodies, if we can improve the functioning of the intestines and keep them healthy, we can live longer, healthier lives.

The third part of Shirota-ism is about the importance of bringing good health to people at an affordable price. Our core products are not meant to be luxuries, which is why they are kept as inexpensive as possible. (Fig. 4)

Based on our founder’s upbringing in a not-so-healthy Japan, his development of the LcS strain of bacteria and the three foundational principles he advocated for his business, our corporate philosophy is expressed with the following statement: “We contribute to the health and happiness of people around the world through pursuit of excellence in life science in general, and our research and experience in microorganisms in particular.”

(6) Yakult products

Yakult has a large lineup of products, partly because the company has a long history and because it has a very strong brand awareness. Food and beverage products are split into two main categories, products with beneficial bacteria and functional beverages.

Yakult has obtained approval from the Japanese government to display certain health claims on the packaging for many of these products, such as “research has demonstrated that ingesting this product can improve sweep quality.” 

Core products are those with beneficial bacteria, including some beverages that are only available through the Yakult Ladies.

There are other products available that utilize beneficial bacteria, including different types of yoghurt. 

Yakult also has a lineup of functional beverages, including soymilk and prebiotic drinks, as well as nutritional energy drinks. 

  Yakult is also involved in the sale of cosmetic products. The cosmetics business started 54 years ago, in 1971. The main category for cosmetics is skincare, essentially moisturizing products. These products are not available in retail stores; rather, for the most part, they are only available for purchase from Yakult Ladies, who can provide detailed information and advice on which product might be best for what the person might be looking for.

The thinking that undergirds Yakult’s cosmetics business is that health both internally (aided by food and beverage products) and externally (aided by cosmetics) leads to both inner and outer beauty.

  In conclusion, Yakult believes that health and long life are a common wish for all human beings. The company has two overarching goals it seeks to accomplish as a probiotics pioneer and which require the expansion of overseas networks: 1) To help people throughout the world enjoy healthier lives; and 2) Make the word “Yakult” known worldwide.

(7) Discussion

Dr. Kawahara noted that this lecture series aims to improve the wellbeing of people in Asia. Yakult’s founder, Dr. Minoru Shirota, advocated three principles known as Shirota-ism: preventive medicine, a healthy gut leads to a long life, and making products affordable for everyone. She asked how these principles could be reflected in improving people’s wellbeing in Asia.

Mr. Matsui responded that Yakult has consistently emphasized the importance of preventive medicine or a healthy gut leads to a long life worldwide, and in countries like Japan and China, the concept of food as medicine has long existed. However in some countries food is seen primarily as a source of pleasure, with illness being treated by medicine after it has occurred. 

In the case of Malaysia, Yakult has worked continuously to explain the concept of preventive medicine and gut health. Over the past 15 years the concept of health foods has rapidly spread around the Asian region, encouraging consumers to pay more attention about their health. 

Dr. Kawahara asked how, given that Yakult is a business, Dr. Shirota’s three principles—preventive medicine, a healthy gut for a long life, and affordability for everyone—directly shape Yakult’s day-to-day corporate strategy. 

Mr. Matsui responded that Shirota-ism provides the spiritual foundation for Yakult’s business. The health food market is becoming increasingly competitive and given this situation it is at times inevitable that short-term profits may take on a more prominent imperative. However, at such times, it is the principles of Shirota-ism that reminds Yakult of its original and true mission. One of Yakult’s greatest strengths is it adherence to the founding principles, which are shared and understood by all staff, from field sales to directors.

Dr. Kawahara asked about when Yakult first introduced the idea of drinking live bacteria overseas, and the kind of initial consumer reactions it encountered, and what specific strategies Yakult used to turn that hesitation into trust. 

Mr. Matsui responded that the first reaction from consumers overseas was one of confusion based on a lack of understanding and familiarity with beneficial bacteria. To tackle such situations Yakult adopted two main strategies. Firstly, to engage with key opinion leaders, explaining the benefits of probiotics to doctors, nutritionists and medical or healthcare journalists who can communicate these benefits to consumers. It is through such opinion leaders that Yakult can reach out to normal consumers. That is why academic research activities and public relations activities are so important. 

The second strategy adopted by Yakult is to improve the communication skills of sales staff, namely the Yakult Ladies. All Yakult Ladies undergo training, including on gut microbiota. The training usually lasts from two to four weeks, and is aimed at helping sales staff to better understand products and their functions. 

Dr. Kawahara referred to the Yakult Ladies, who are Yakult’s unique sales channel, going far beyond delivery and actually strengthening community health and welfare. She asked what specific social benefits and health outcomes the Yakult Lady program has created.  

Mr. Matsui responded that the value of the Yakult Ladies providing one-on-one communication has come to be recognized over time, as is the case in Malaysia. The ladies built up relationships with regular customers and their interactions naturally deepen over the course of time. Elderly customers may even come to depend and look forward to the visit of the Yakult Lady. 

In today's world where communication is increasingly shifting online via smartphones and other digital means Yakult believes that continuing to provide warm analog communication is one of the company's important social contributions. 

Dr. Kawahara noted that building a sustainable business in today’s globalized world means tailoring operations to each country’s culture and market. She asked what concrete strategies Yakult has adopted—such as hiring local staff, adapting uniforms, or localizing marketing—to take root in new markets, and how have these moves accelerated consumer acceptance. 

Mr. Matsui responded that once a staff member is dispatched from headquarters to another country, they tend to stay in position for an extended period (up to 10 years in some cases). The ultimate goal is to communicate the importance of the intestine and the gut microbiota to end consumers and all staff members work towards that goal, including learning the local language, where necessary. The requirement for Japanese staff to try to learn the local language is unusual for a Japanese food company, but it is very important in order to deepen knowledge about local consumers lifestyles or their attitudes towards life.

In the case of Germany, customers required logical answers about the necessity of probiotics, and differences between products, etc. It is therefore important to understand local requirements and preferences in order to be successful in individual markets. 

As for the situation in Asia, it would be very useful for Yakult to work together with the Asia Cancer Forum to gather more data from Asian countries. 

Dr. Kawahara noted that in today’s uncertain world, companies are expected to advance public health while still growing as global businesses. She asked what are the main benefits and the biggest challenges, from Yakult’s experience, of balancing people’s wellbeing with the pursuit of profit?

Mr. Matsui responded that Yakult believes that social contribution and profit pursuit can coexist. Yakult has successfully introduced a healthy beverage into various countries based on the concept of drinking live bacteria, which was unimaginable 80 years ago. Driven by the desire to improve people's health, Yakult has steadily increased its supporters, including Yakult Ladies, and continues to explain the benefits of our products to customers. As a result, probiotic and gut-related health foods have now became a massive market both in Japan and globally. This was achieved by continual investment in the market. When entering a new overseas market, Yakult typically operates at a loss for five to 10 years. Our primary mission is to spread awareness of the importance of the gut and gut microbiota, and encourage as many people as possible to drink Yakult.

(8) Student assignment

Mr. Matsuri set students the following three-point assignment.

◆ Private companies and wellbeing

Using Yakult as an example, what lessons can we learn about how private firms can improve wellbeing in Asia—not only by selling health products but also through education, public awareness, and community service?

◆ Future research ideas

After studying Yakult’s case, suggest a few research topics you would like to explore on wellbeing in Asia. Explain why each topic matters and how Yakult’s experience inspired it.

◆ Building consumer trust in probiotic drinks

What must happen for consumers to trust probiotic beverages and drink them regularly? Drawing on Yakult’s story, discuss how scientific proof, pricing, marketing, and other factors help create trust and long-term use.