KAO aims to be the global group of companies that is the closest to the consumers and customers in each market, earning the respect and trust of all stakeholders.

Holding strong to the idea of Yoki-Monozukuri, "a strong commitment by all members to provide products of brand of excellent value for customer satisfaction", KAO Indonesia has succeeded to stay in the heart of the consumers. As a Japanese term, Yoki-Monozukuri literally means "excellent product development", but for KAO the term goes beyond that. From the start, KAO's mission has been to strive for "the wholehearted satisfaction and enrichment of the lives of people", it is a mission created to contribute more to the sustainability of the world with products and brands with the excellent value generated from the consumers' and customers' perspective that will bring meaning for people, globally.

KAO continuously improve and innovate in order to stay one step ahead of changes in consumer lifestyles and the business environment. Aware that the world is constantly changing, the needs and wants of the consumers are obviously not sustainable, but for over 100 years, KAO never ceased to move forward, changes are chance to grow stronger and allow us to respond smarter as we rise to the challenge of leading the way in innovation.

Towards the future, KAO Indonesia is applying the 4C focus and strategy: Challenge toward changes in consumer and customer lifestyle, Challenge towards new category and eco together, Challenge to innovate and breakthrough, Challenge to maximize individual capabilities and teamwork